Philippine E-Journals

Striving for Attractiveness: The Impact of Cosmetic Advertisements on Filipinas’ Self-Perception

Ervin John Añano | Julius Fidel Fernandez | Althea Denisse Hermoso | Anne Bernadette Ortega | Rhynisa Duane Kyle Zamora | Hardie Gieben Cruz

Discipline: Education

 

Abstract:

The concept of "beauty" is largely shaped by the success and promotion of cosmetic advertisements, which often target women seeking to enhance their physical attractiveness or conceal perceived imperfections. These advertisements heavily influence Filipinas' perceptions of their own beauty. This study aimed to explore how Filipinas perceive their beauty amidst the idealized standards perpetuated by cosmetic advertisements. Using a qualitative descriptive research design, the study involved 10 Filipino participants aged 18 to 24 from Metro Manila, selected through convenience sampling. Participants were interviewed using a validated semi-structured questionnaire, and thematic analysis was employed to interpret the data. Findings revealed that representations of light-skinned or mixed-race Filipinas in advertisements often exclude and distort the self-perception of Filipinas, leading them to undervalue their own beauty in comparison. Despite these influences, Filipinas demonstrated resilience in recognizing their attractiveness, influenced by historical, cultural, societal factors, and technological advancements. Cosmetic advertisements were found to play both positive and negative roles in shaping Filipinas' self-perception, with some participants significantly influenced by these ads while others remained unaffected or disaffected. This study underscores the complex interplay between media representations and individual perceptions of beauty among Filipinas, highlighting the need for a more inclusive and culturally sensitive approach in cosmetic advertising.