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    Ad Blurb:: Angel Nicole Arrieta Vanessa de Roxas Krizsha Mae Punzulan Franchezka Kylie Del Rosario

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    Khaaaylie DR
    The advertisement aimed to promote a beer brand through a collectible bottle cap promotion with prizes including a weekend trip with actress Cristine Reyes or a pickup truck. It was criticized for objectifying women and portraying Reyes as a sexual prize to be won. The Philippine Commission on Women flagged the ad as derogatory and violating laws protecting gender equality. The ad was deemed unethical for objectifying and degrading women.

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    © All Rights Reserved
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    Ad Blurb:: Angel Nicole Arrieta Vanessa de Roxas Krizsha Mae Punzulan Franchezka Kylie Del Rosario

    Uploaded by

    Khaaaylie DR
    455 views6 pages
    The advertisement aimed to promote a beer brand through a collectible bottle cap promotion with prizes including a weekend trip with actress Cristine Reyes or a pickup truck. It was criticized for objectifying women and portraying Reyes as a sexual prize to be won. The Philippine Commission on Women flagged the ad as derogatory and violating laws protecting gender equality. The ad was deemed unethical for objectifying and degrading women.

    Original Title

    AD CRITICISM

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    The advertisement aimed to promote a beer brand through a collectible bottle cap promotion with prizes including a weekend trip with actress Cristine Reyes or a pickup truck. It was criticized for objectifying women and portraying Reyes as a sexual prize to be won. The Philippine Commission on Women flagged the ad as derogatory and violating laws protecting gender equality. The ad was deemed unethical for objectifying and degrading women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    455 views6 pages

    Ad Blurb:: Angel Nicole Arrieta Vanessa de Roxas Krizsha Mae Punzulan Franchezka Kylie Del Rosario

    Uploaded by

    Khaaaylie DR
    The advertisement aimed to promote a beer brand through a collectible bottle cap promotion with prizes including a weekend trip with actress Cristine Reyes or a pickup truck. It was criticized for objectifying women and portraying Reyes as a sexual prize to be won. The Philippine Commission on Women flagged the ad as derogatory and violating laws protecting gender equality. The ad was deemed unethical for objectifying and degrading women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    FE 1101

    1101 FE
    FE 1101
    References:
    http://bayanihan.org/2010/08/07/pcw-hails-pull-out-of-offensive-be
    er-add/
    https://psa.gov.ph/content/q-magna-carta-women-republic-act-no-
    https://www.unfpa.org/resources/human-rights-women
    https://news.abs-cbn.com/lifestyle/08/05/10/cristine-reyes-beer-ad-p
    ulled-out
    .

    AD BLURB
    Purposive Communication
    An Advertisement Criticism composed by:

    Angel Nicole Arrieta


    Vanessa De Roxas
    Krizsha Mae Punzulan
    Franchezka Kylie Del Rosario
    MESSAGE

    01
    MESSAGE
    MESSAGE
    MESSAGE MESSAGE
    MESSAGE
    The advertisement had aimed to promote the beer
    product of Colt 45 and increase it’s sales through a
    collect bottle cap promo. It was a nationwide promo
    wherein, a lucky winner would either get a chance to
    have a weekend getaway in Boracay with Cristine
    Reyes or a Colt 45 4x4 Tough Truck.
    HOW IS THE MESSAGE
    UNDERSTOOD? WHAT SEMIOTICS
    ARE USED?
    The message of the ad comes of as offensive and derogatory.
    The unnecessary skimpy outfit of the actress, Christine Reyes and her being an
    equated prize to a tough truck showcases that she is being objectified and
    portrayed as a sexual object towards men. The interpreted message falls under
    gender stereotyping wherein women could be won as prizes.

    The semiotics used in the advertisement to engage viewers are the


    following:

    02
    • Lika Na! with signature of Christine Reyes
    IOTIC • “STRONG BEER FOR REAL MEN”-tagline

    IENCE
    • Images of Christine Reyes and tough truck
    • VAVA-VROOM-tagline

    IOTIC
    omen 03 Is there any
    Individual/group
    omen that may be offended ?

    omen The advertisement is offensive to women as they are being


    objectified by the ad as a sexual object.

    men As a matter of fact, the advertisement was flagged by the


    Philippine Commission on Women (PCW) as it was derogatory
    to women and it portrayed women as prizes. The PCW followed
    the Magna Carta of Women act wherein all government offices
    must adopt a gender mainstreaming strategy that promotes
    equality across all genders and protect human rights.

    provoke
    provoke
    04 The advertisement should be reconstructed wherein it’s features are
    friendly to most ages as it is publicly televised and should strategize as to
    Is there
    how they could gain the attention of their target audience without crossing
    any social boundaries or stereotypes.
    another way
    hange
    The image of Christine Reyes wearing a swimsuit or being at all
    involved with the ad should be removed or if reluctant done in a more of presenting
    the message?
    tasteful way. The ad should focus more on the bigger prize which is a trip to

    hange
    Boracay and promote its scenic and peaceful beaches as a relaxing get away
    and it could also bring the spotlight to the tough truck size as it resonates
    more to the interests of men without bringing offense to any other audience.

    hange
    hange
    Do you think eth
    this ad is ETHICAL? eth
    T his ad was not ethical as it provoked, degraded, and eth
    objectified women. It viewed women as sexual objects which
    can be won and are associated with fantasized interests of men.
    eth
    05
    Additionally, it also violated the the CEDAW or The
    Convention on the Elimination of All Forms of
    Discrimination Against Women , a bill wherein it establishes eth
    an agenda for national action to end discrimination and
    provides the basis for achieving equality between men and
    women.

    ethical -If it were ethical, then no one should’ve had a problem with it
    in the first place.-

    ethical

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