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''' Chapter 1 INTRODUCTION'''

Background

The use of research based data in the portrayal of women in liquor TV Advertisements

are not that common. These research determines whether the women in certain advertisements of

liquor are effective or she is just a decoration within a product.

There are several studies related to this research. The study of Monash University in

Hongkong (2009) and Villegas (n.d.), has found out that mass media always chose a women as

the one who portrays in liquor because they based it through the positive attitudes of women.

The study of White (1990) and Jhally (n.d), shows that women are chosen to portray a

certain liquor advertisemnets because they found out that women uplift the sexy figures that

captures to the eye of the viewers that's why in more generation to come, women might be the

center of all advertisements in liquor.

The study of Jones (n.d.), shows that women became the endorser of liquor

Advertisements because of the liberation now a days and most of the viewers are men.

Statement of the problem

The study attempts to answer the question: Do women portray in liquor TV

advertisements.

Specifically it answer the specific quetsions:

1. Do women became sex objects?

2. Do women became a decoration per se?

3. Do women became a typical house wife?

4. Do women became just an endorser?

Significance of the study

Thesis are important to the Communication Arts Students, University Of The East

Caloocan and Advertising Agencies.

The study aims to find out why women are always been chosen as the one who portray in

liquor advertisements.

This is important to Communication Arts Students because they will tackle that,

advertisements are not a promotional piece only but also focused on the product.

This is important to the University Of The East Caloocan that It'll be the eye opener to

all masses, young ones, old ones and other sectors in different cultures out there.

This is important to the Advertising Agencies because it would serve them to know the

behavior of their audience in terms of the portrayal of women in liquor TV advertisements if they

like it or not.

Scope and Limitations

This study focuses on the portrayal of women in liquor TV advertisements since audience

might recognize it easily through the use of their television.

The study also focuses liquors (White Castle, Tanduay Ice and San Miguel Beer) and

excluded on some brands of not famous liquors out there, the study stated that it is still directly

related to the study.

The respondents are us, the researchers who would be studying this because we are using

a content analysis who analyze when and how many times is the certain liquor Ad appear in the

chosen channel or network that we were studying.