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Bansil, Avegayle Marie J. Bansil 2AMT

A Socio-anthropological Perspective on Filipino Commercials

A.

2015 Jollibee Commercial: Trulabs ni Ate

Summary: This Jollibee commercial focuses on the eldest sister, who was crying her
heart out to her family, after finding out that her crush likes another girl. Her mother,
father and little brother comfort her and give her love advices. The next scene then went
fast forward to the future when the sister, now grown up, happily announces her about
engagement to her family who were then overjoyed and proud of her.
Analysis: In the Filipino culture, there is a strong bond and foundation on the societys
fundamental social institution, which is the family, the primary social group of each
individual. The commercial reflects the strong ties among the family members, wherein
their conjunctive social interaction brings forth familial solidarity, belongingness and
cooperation by comforting and being there for one of their members who was having
love troubles. The mother tells her daughter not to be sad anymore, because someday
her true love will come. Meanwhile, her father adds that her true love should feed and
care for her the way her daddy does. She then grows up to carry these values fortified
by her parents through proper nurturing for her to develop into a well-socialized person;
thus, guiding her to finding her true love. Upon the announcement of her marriage to
the right man, her parents are so proud of what has become to their daughter. Even
though her social status of being single will soon change to married, some things will
never change like the status of forever being a daughter and a sister and the values and
strong bond she will always share with her first primary social group.

B.

2013 Pantene Commercial: Labels Against Women

Summary: The 2013 Pantene Shampoo Commercial aims to help liberate societys
negative labels on women and to promote women empowerment by pointing out these
stereotypical labels associated with women who are equally capable of doing what men
are doing.
Analysis: This commercial highlights the unconstructive views of society to women. It
emphasizes on why do women get a different label from men even if they are doing the
same thing. In short, the prevalent issue in this advertisement is the issue of gender
inequality. Like for example, when a young father who is in college works hard, he is
labeled as dedicated to give a better future for his family, but when a young mother who
is in college works hard, she is labeled as selfish for choosing to study instead of just
staying home and taking care of her child. Isnt it unfair how society perceives men and
women as different? Isnt what the mother was doing also for the benefit of her childs
future? She also deserves to be called dedicated not selfish. Besides gender inequality,
social stratification is also seen here. It shows both the openness and closed

characteristic of our societys social system. Though women are freely given the chance
to chose and elevate their status and roles in the same way men can, they are still
limited and bounded to societys biased opinions. They are thought of differently when
they strive to excel and do works that are not what society expects them to do. When a
man exercises power and control, he is labeled as a boss, but when a woman is in
power and control, she is criticized as bossy. There is discrimination and no sign of
acceptance within the patriarchal hierarchy of our society. The view that women are
inferior to men will always be present. Despite the discriminating opinions against
women, the females in the commercial stood firm and carried on with their work with
poise and finesse without getting themselves held back by societys negative labels.
They still strive to be brave and to shine, as they confidently whip their hair in disregard
to societys patriarchal social norms and views.