My Type of Woman: (Re)Production of Female Stereotypes in Philippine Primetime TV Advertisements


  • John Mervin Embate and Neil Arwin Mercado University of the Philippines - Los Baños


archetypes, women portrayal, television advertisements, mass media, gender studies


This study determined how Filipino primetime commercials (re)produce stereotypes of women. Guided by Roland Barthes’ Semiotics, this study employed a mixed-methods approach to study the contents of Filipino primetime TV commercials and the themes that emerged from them. A total of 169 unduplicated commercials with 227 female characters were gathered for observation from the country’s top networks. The Filipino primetime advertisements reproduce women’s body as a site of struggle where issues are humanized and where commercial products need to be applied or used in order to correct her body’s vulnerability to ugliness and disrepair, a naturalized reality far from the conventional image of ideal beauty. Similarly, the study also argues that the portrayal of a falsely empowered woman who is confined to domestic roles, perform familial tasks, depend on her husband, and whose agency lies within her ability to support other characters in the storyline, especially her man or her children. Generally, the study found that advertisements (re)produce stereotypes on women. Though there are portrayals of empowerment, the woman largely remains a domesticated, commercialized body who is in conflict with herself and who needs another person, often a man and her family, to define herself.

Author Biography

John Mervin Embate and Neil Arwin Mercado, University of the Philippines - Los Baños

John Embate is an Assistant Professor at the College of Development Communication at the University of the Philippines Los Baños. He holds a masteral degree in Communication from the College of Mass Communication, University of the Philippines Diliman. He has done research on gender and sexuality, narratives and identities, and performativity in spaces. Aside from teaching, he also serves as the secretary of the Association of Development Communication Educators and Practitioners (ADCEP) Philippines.

Neil Mercado currently works as Manila news correspondent and reporter for The Filipino Times based in Dubai, UAE. He holds a bachelor's degree in Development Communication at the University of the Philippines Los Banos. His research interests includes gender studies, mass media, journalism, and Philippine studies. 


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How to Cite

EMBATE, J. M. (2019). My Type of Woman: (Re)Production of Female Stereotypes in Philippine Primetime TV Advertisements. Asian Congress for Media and Communication Journal, 6(1 and 2), 19–36. Retrieved from