A Comparative Textual Analysis of Print and Online Advertsiements of Belo Medical Group

A COMPARATIVE TEXTUAL ANALYSIS OF PRINT AND ONLINE ADVERTISEMENTS OF BELO MEDICAL GROUP

ABSTRACT Reyes, M. T. (2012). A Comparative Textual Analysis of Print and Online Advertisements of Belo Medical Group, Unpublished Undergraduate Thesis, College of Mass Communication, University of the Philippines Diliman.

This study aims to analyze how selected Belo Medical Group advertisements construct notions of beauty through commodification and the effects of technologization of the body. The study tried to explore how the female body is seen, shaped, and modified by society in accordance to its ideals and false boundaries of female beauty. This study is guided mainly by feminist theoretical concepts of The Male Gaze and the Technologization of the Body.

Generally, the objective of the study is to compare the two ways in which Belo Medical Group advertises its services, in both print and online, by analyzing the elements that make up the content of the advertisements. The researcher tried to explain the technologization of the body and tried to show how it is commodified and imposed upon women. The study utilized a method that is qualitative in nature. It employed textual analysis of the online and print advertisements of Belo Medical Group. The results revealed insights on how technologization and commodification play a role in the imposition of certain beauty standards on Filipino women.

Key words: cosmetic surgery, body, Belo Medical Group, beauty, technologization

View Thesis: File:AComparati387.pdf