sale torrente chap 1

Chap 1
1. However, the implication of this show
2. t some point, this level of consciousness might result to (in)
3. good revision

Rationale of the Study
“Fair skin obsession is undeniably a valued obsession by Filipinos,” said Yapchiongco (2010). The patronizing act of Filipinos, particularly women, in their depth fascination in beautifying oneself is seen significantly. Moreover, Filipinos at large stereotype the meaning of real beauty, for them the only considered alluring and attractive women are those who wear pail or porcelain like skin, added by Yapchiongco (2010).
This beauty mentality by Filipinos is intricately related by the long years of Spaniards and Americans resettlement in the Philippines, during years of colonization (Veronica, 2010). However, the implication of this show that whoever holds dominion over a certain object has the privilege and capacity to take part in influencing and molding one’s object. In relation, the evident invading supremacy of whitening product’s advertisement to the viewers might also have something to do with the making and reinforcing of decision to the consumer.
Advertisement raises the level of consciousness of the society as it propagates the campaign of having whiter and fairer skin. At some point, this level of consciousness might result to discrimination or glorification, as long as it is for the sake of product’s promotion (Elzingre, 2009). In a speech delivered by Vice- President, Jejomar Binay, he says, “The idea being publicized in Whitening commercials is that we are not beautiful just because we are not fair skinned. That is not true. Love your colour.” This is an authorative message delivered by Binay to empower both the light and dark skinned Filipinos. It is a statement issued by Binay accusing beauty companies of supplying Filipinos with false idea of beauty. Through this message, we can say that even Binay was bombarded and distracted by reality of the expanding dominion of Whitening Product’s advertisements. Binay noticed the great impact of the whitening product’s advertisement on how society perceives beauty.
Moreover, in many ways advertisements find all possible ways and means towards reaching their potential buyers. Thus, Magbuhat (1982), “Advertising spared no one --- influencing every sector of the society.” The penetrating and transcending effect of media environment is evident nowadays. It goes beyond every corner of the society and as well as, it surpasses and influences humanity.
Mass media, specifically television, has a great capacity of manipulating society. It is because television has wide array of control over people especially in illustrating, demonstrating what life is all about and what life could possibly be. Television commercials supplement the needs and wants of the viewers, thus in literal sense it feeds up the minds and longings of viewers. In fact, the survey that was made by Synovate (2004) proved that among Asian countries that they surveyed, Philippines has the highest percentage of whitening product’s users. This might be an indication that television or the advertising world were successful in their aim to promote and to sell their products.
To note the probable effect of media environment to the society or consumers, through whitening product’s advertisement, this study dwells on the relationship of frequent exposure to whitening product’s advertisement and its effectiveness in persuading consumer’s behavior. This research focuses whether frequent exposure to whitening ads can convince the consumer’s decision in buying the exposed whitening product’s brand.
As what Cerrer (2010) said, “Worrying about becoming less attractive because of dark skin just does not sound right. With media bombardment of all kinds of skin-lightening products, it is no wonder why many Filipinos have learned to accept that fair skin is synonymous to beauty.” We are just merely flooded by the influence of the advertisement. At the end of the day, buyers are still the one holding the outmost freedom of choice, of choosing one’s wants and of making of one’s decision.
Statement of the problem
In our today’s society, advertisements dominate in media environment. As an effect of this domination, the community experiences pressures and influences from exposed advertisements. Furthermore, this study intends to examine if there is an existing relationship of frequent advertisement exposure and its effectiveness on persuading consumer’s behaviour, particularly on whitening product’s advertisements.
Objectives of the study
This present study exists because of the motivation and aim of the researchers to study the relationship between advertisements’ exposure and advertisements’ effectiveness in persuading consumers’ decision. Thus, it aspires to give clear and important ideas about this study. With this, objectives of this study are as follows:
1. To explain whether frequent exposure of whitening product’s advertisement could create influence and effect on consumer’s buying behavior.
2. To discuss consumer’s contentment towards the messages of the whitening product’s ads, specifically the concept and the way how the advertisement delivered the messages.
3. To identify and assess the other factors of whitening product’s advertisement, aside from exposure of advertisement, that could change and influence consumer’s buying behavior.
4. Finally, to evaluate whether frequent exposure to whitening product’s advertisement could affect the choice of brand of the consumers.

Significance of the Study
The competitive world of advertisement evidently overruns the media environment. Advertisement’s technical nature highlights its concepts and ideas with much uniqueness and excellence, thus it offers many things including enticement and influences to potential and expected viewers. Eventually, these potential and expected viewers do not have any access and guarantee to a total transparency and authenticity of the truthfulness of an advertisement. In the greater scheme of things, advertisers do not hold any right to consumer’s preferences rather it is still in the sole prerogative of each individual buyer to be affected or influenced by an advertisement.
Through this study, researchers can now prove and clarify if there exists relationship between advertisement exposure and consumer’s behavior. It is in the importance of this study that we, researchers, can create a new and authentic idea in the field of advertisement, and for the greater benefit of the advertisers and society.
Moreover, researchers find this study to be beneficial to advertisers. Advertisers, as authors of every advertisement, must acquire knowledge and awareness about the needs and opinions of the buyers, especially about their advertisements. Specifically, in whitening product’s advertisements, the advertisers must know the side and claims of their buyers. Advertisers must be acquainted with these needs and opinions in order for them to produce better, authentic and liable advertisements.
However, this study is also useful to the society or to the buyers itself. Being the potential and expected buyers of a certain product, they are the ones that are affected directly by the advertisement. By the technicality of advertisements, consumers are not covered by an assurance that what they have perceived by the advertisements is true. However, through this study’s assessment, researchers will give information, build awareness and set standards in perceiving advertisement and choosing a certain brand of whitening product. This is for the benefit of the society to be evaluative and comprehensive buyers.
Furthermore, this study benefits future researchers where they can use this present study as prospective and useful tool in their study. It will be greatly appreciated, if this present study will be used as helping hand and guide for future researchers.