Women in the House: A Feminist Textual Analysis of Four Detergent Commercials on TV

2017-05-26T07:32:35Z

Mdguamos: Created page with "Guamos, M.A.D. (2017). Women in the House: A Feminist Textual Analysis of Four Detergent Commercials on TV. Unpublished Undergraduate Thesis, University of the Philippines Col..."

Guamos, M.A.D. (2017). Women in the House: A Feminist Textual Analysis of Four Detergent Commercials on TV. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

This study aims to analyze the portrayal of woman in the commercials of the three big brands of detergent in the country, namely, Ariel, Bonux, Surf, and Tide in the past five years. The textual analysis aims to focus on looking for similarities in how these three detergent commercials portray women using different verbal and visual textual signs. Using Janks’ Critical Discourse Analysis, the study criticizes how the texts are positioned in order to serve certain interests and whose interests, on the other hand, are neglected. Also, the consequences of this positioning of interests show that discourse may promote power relations (Janks, 1997). Through this, the researcher aims to show that women are still portrayed in media as subordinates of men.
Marxist feminism will be used to analyze the three detergent commercials. It aims to show the involvement of women in economic production. It will also attempt to show that women’s oppression is rooted in class struggles, economic state, and capitalistic system.

Keywords: Ariel, Bonux, Surf, Tide, detergent, commercials, Critical Discourse Analysis, Marxist Feminism, media, women, power relation, economy

View Thesis http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2013-19795-Guamos-M

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Women in the House: A Feminist Textual Analysis of Four Detergent Commercials on TV