PRODUCT

Skin care products

ADS CHOSEN
 PRODUCT
Skin care products

ADS CHOSEN
1. GlutaMAX: “Unfair, di ba?”
 PRODUCT
Skin care products

ADS CHOSEN
1. GlutaMAX: “Unfair, di ba?”

2. Belo: “A Little whitening

makes a big difference”
 PRODUCT
Skin care products

ADS CHOSEN
1. GlutaMAX: “Unfair, di ba?”

2. Belo: “A Little whitening

makes a big difference”

3. Safeguard: Pabaon Sa
Buhay
 QUESTION

How does each of the ad represent

the Filipino people?
Both ads promote skin whitening products, which represents that fair skin
is perceived as more desirable or advantageous in the Philippines.
 GLUTAMAX

The first ad specifically

targets the issue of colorism,
which is discrimination
based on one’s skin color, by
highlighting the unfair
treatment that people with
darker skin may experience.
The ad also implies that
using Glutamax, a skin
whitening product, can help
level the playing field and
give people with darker skin
a fairer advantage.
 BELO

The second ad plays on the idea

that having lighter skin makes
someone more "sosyal" or socially elite.
This implies that fair skin is not only
desirable but also associated with
higher social status or class. By using
the tagline "10% lighter, 100% more
sosyal", the ad reinforces the idea that
skin color is tied to social status and
that using Belo's whitening soap can
help improve one's social standing.
 Safeguard Philippines' "Pabaon sa Buhay" showcases the power of a
mother's love and the importance of life lessons in navigating the
complexities of life. The ad beautifully portrays the impact of Warlita's
'pabaon' on Norman's life, which helped him overcome the challenges he
faced due to his indigenous identity. Norman's story is not just a
representation of the Aeta people, but of all indigenous Filipinos who have
faced discrimination due to their skin color, clothing, or way of life.
 Furthermore, the ad highlights Warlita's desire to equip her son with
the right lessons needed to face the world, rather than shielding him from
it. This is an important message for all parents, as it shows how imparting
life lessons can make a significant difference in their children's lives. The ad
also emphasizes the power of parenting and the impact it can have on a
child's success.
 QUESTION

Do the representations vary in each

of the ads or are they similar?
 Do you really need to change to be accepted by others?

From the three, a similarity can be seen between the Glumatax and Belo
ads since they both promote the idea that having lighter skin is an advantage in
Filipino society. Both ads suggest that using their products can lead to social
privilege and acceptance by achieving lighter skin, which is portrayed as a
desirable and superior trait. This reinforces the harmful belief that people with
darker skin tones are inferior and perpetuates the prevalent issue of colorism in the
Philippines.
 Do you really need to change to be accepted by others?

In contrast to the two skin whitening ads, Safeguard’s “Pabaon sa Buhay” ad

campaign promotes self-acceptance and celebrates diversity instead of
perpetuating colorism or promoting a particular physical standard of beauty. The
ad encourages viewers to appreciate their unique qualities and heritage, rather
than conforming to societal beauty standards or discriminating against others
based on skin color. By promoting social acceptance without the need for physical
appearance change, Safeguard's ad campaign challenges harmful norms and
values and contributes to a more equitable and just society.
 QUESTION

Would you say these representations are

accurate? Are they stereotypical?
 The representations in the GlutaMAX and Belo Skin Whitening ads are
inaccurate and stereotypical. These ads promote the idea that having lighter skin is
superior and more desirable, perpetuating colorism and discrimination against
people with darker skin tones. The ads suggest that achieving fairer skin can lead
to greater confidence and self-esteem, beauty, status, and success. These
messages are problematic as they reinforce prevalent skin color bias in the
country, rooted in its colonial history, and contribute to harmful beauty standards.

The Safeguard Philippines' "Pabaon sa Buhay" ad campaign, on the other

hand, provides an accurate representation of the struggles faced by Aetas in the
Filipino society. It was able to highlight experiences of indigenous Filipinos who have
faced discrimination and exclusion in their community and the challenges that
they must overcome to gain acceptance in their community. The ad battles
stereotypes associated with indigenous groups by dispelling commonly held
misconceptions. The ad focus on how an Aeta like Norman can be well-educated
and successful, pushing back the notion that indigenous Filipinos lack ambition.
 QUESTION

Based on your findings, what can you say

about representation in Pinoy advertisements?
 Filipino advertisements can be a mixed bag, as they can either accurately
represent the Filipino community or perpetuate harmful stereotypes and biases.
Skin whitening ads, for instance, promote colorism and Western beauty standards
that prioritize lighter skin tones. While this is not exclusive to the Philippines, the
responsibility of Filipino creators in creating and disseminating these ads raises
important questions about representation and the role of advertising in
perpetuating harmful norms and values.

Filipino creators must critically examine their advertising and promote

diversity and inclusivity, recognizing their power and responsibility in shaping public
perceptions and attitudes. By challenging harmful stereotypes and biases, they
can create more authentic and relatable ads that showcase the diversity and
richness of Filipino life. Ultimately, the representation in Filipino advertisements
reflects broader societal norms and values, and it is everyone's responsibility to
actively work towards creating a more equitable and just society, both in
advertising and beyond.