Philippine E-Journals

Visualizing Grace: A Semiotic Exploration of Filipino Women in Calendar Advertisements

John Michael John Michae | Janet Arcana | Steven Eguin | Mary Claire Arila | Magno Aquino | Michelle Monacillo

Discipline: Sociology

 

Abstract:

This study aims to analyze how Filipino women are portrayed in calendar advertisements through a semiotic analysis of ads released between 2018 and 2022. While the depiction of women in advertisements has been extensively studied globally, there remains a lack of focused research examining how Filipino women are represented in the unique context of Philippine calendar advertisements. These ads are commonly used to promote beverages; especially alcoholic drinks offer rich material for semiotic interpretation due to their highly visual and symbolic nature. Utilizing Semiotic Theory as the primary analytical framework, this study examines the signs and symbols embedded in the advertisements, including color, clothing, body language, facial expressions, posture, and background elements. These visual cues are analyzed to uncover how femininity, beauty, sexuality, and cultural ideals are constructed and communicated. Special attention is given to how these portrayals appeal to male consumers, often reinforcing gender stereotypes and objectifying women. Calendar advertisements from 2018 to 2022 were chosen as they capture recent trends and shifts in the portrayal of women in Philippine advertising. The study not only decodes how these visual elements shape the image of Filipino women but also investigates how such portrayals influence and reflect Filipino cultural norms, values, and traditions. By exploring both the subjective (emotional and symbolic) and objective (literal and visual) representations of women, this research aims to provide a comprehensive understanding of gender representation in advertising and its broader implications for Philippine society and culture.