A Semiotic Analysis of Masculinity as Seen in Selected Advertisements of Master Philippines
Abstract
Sane, T.G (2018) A Semiotic Analysis of Masculinity as Seen in Selected Advertisements Of Master Philippines, Unpublished undergraduate thesis, University of the Philippines College of Mass Communication
Media plays a significant role in the creation of values in society. Media texts can either serve to reaffirm or reject the status quo.
Master is a brand that is targeted towards men. However, the researcher believes that there is a problem with the way that men are represented in the advertisements of Master Philippines
This study focused on selected advertisements from Master Philippines which were chosen using purposive sampling.
This study is a qualitative research and discusses concepts like objectification and sexualization.
The researcher found that Master’s advertisements do project traditional gender roles in the Philippines in order to capture their target audience and entice them into buying their products.
Keywords: Qualitative, gender, masculinity, feminism, roles