Chapter 2. comments
1. No intro about the organization of your chapter 2
2. familiarity to the brand of the product thus (,thus,)
3. It is because of factors that advertisement possesses that help ads to be recognized and to be retained in the viewer’s mind. (weak;do not star ta sentence with it is because)
4. Some instances which Dyer (1982) include, is advertisement’s appeal, the way how they approach, the settings, the language and the rhetoric devices (p.96). (agreement)
5. In this present chapter, it( faulty referencing)
6. However, it (what?) just inter-relates with the research aim to investigate whether there’s really an existing relationship between television advertisement exposure and consumer’s buying behavior.
7. The preceding reviews (huh? Previous reviews? How come)
try to explain, support, argue and reveal the research’s hypothesis.
8. his chapter presents the varying views and concepts of different persons (awkward; different authors?)
9. This chapter presents the varying views and concepts of different persons, as they present their brilliant ideas. Furthermore, the review was mainly focused on the exposure of television advertisement, consumer’s buying behavior , media advertisement and its elements, characteristics and factors, disadvantages brought by television ads and by whitening ads in the society , were also included. Thesis papers that have good points were also reviewed, respectively. (this should serve as first paragraph)
10. Depending on where we are situated we have our own view or perspective for (on) a certain thing.
11. informing somebody of something.”Advertising (space)
12. could effect to the long (check)
13. The idea of an advertisement as (a) form of communication
14. authors; furthermore (insert comma) it was
15. For Britt and Lucas (comma) the most important thing
16. In which in the case study of Policarpio ( 1984), aims to determine if exposure to San Miguel Beer Mass Media Advertisements and the drinking of San Miguel Beer are relatively related(p.3). (fragment)
17. he researcher successfully comes up with the findings. (tense consistency)
18. The “ reinforcement theory of attitude change”, was the used theory in the theoretical framework . (delete)
19. Horland and Kelly (1967), states (comma should be after states) “ when a new idea was introduced, the existing attitude is bound to be affected (as cited in Policarpio, 1984).
20. Finally, findings drawn from the data showed that between the two variables there exists a significant relationship from it (p.75). (rephrase)
21. Moreover Policarpio(1984) concluded that , (space)
22. Exposure factor has been the focal point of Policarpio’s study, however same nature of study has been earlier conducted by Cruz (1977). (rephrase)
23. The former suggests about (you cannot say suggest about; replace words) the Beer product while the latter suggests about (while the latter the Cigarette product) Cigarette product.
24. t was a lot different from Policarpio’s study. (in what way?)
25. Magbuhat ( 1982), gathered fifty-nine students and their respective parents representing the low, middle, and high income levels, they were asked to answer the questionnaires for the survey. (run on sentence)
26. Combined “stratified random sampling and simple random sampling “, questionnaires and interview schedule was used in data gathering(p.16-17). (agreement and spacing)
27. Magbuhat considered into her study the influence of “advertising strategies, tactics and appeals employed by Milo and Ovaltine in their television Commercials.” It (faulty referencing) tries
28. Magbuhat’s research aims (tense consistency(
29. “Purchasing Patterns and Advertising Exposure---which was based on an experiment concerned with the gathering of information regarding advertisement exposure in terms of newspapers, magazines and television. Relating media exposure data to consumer purchasing data made it possible to probe into the relationship between brand of choice in any given two consecutive purchasing occasions, and exposure to the advertisement of a particular brand. The data revealed that when housewives shifted brands between two purchasing opportunities, the change in brand choice was statistically toward a brand which had been advertised during the interval between two purchases, as opposed to a brand which had not been credited in an advertisement. In other words, advertising did have a slight but apparent influence on purchasing behavior.’’ (page)
30. Chester (1978), both adults and children were affected (huh? Who says who?)
31. In fact, children while watching television are most likely waiting for commercials, because commercials get children ‘s attention due to its colorful and playful stuff (p.10-12). (no referencing to auhor; awkward)
32. Moreover, “Behavioral Science Concepts to advertising,” affirms to (omit to) this as it says
33. viewers(p.126 as cited in Warner and Wright,). . (review citation and spacing)
34. The same nature of research was made by Dinauanao (1997),the study aims to prove their hypotheses (run on)
35. They’ve come up with the findings that TV commercials highly influenced the decision of respondents’ brand preference and the study also shows that there’s no relationship between the respondents’ brand preference and their level of exposure to the ads. (tense consistency)
36. However , our study might have big relationship as of Dinauano’s study. (awkward expression)
37. Dinauano seeks to find out the possibility of existing relationship of ads exposure and its effects on the consumer’s brand preference. (tense consistency)
38. Interest is the aim of advertising to gain interests from the viewers (interest is repeated; awkward)
39. “To get the viewers’ desire—it is the desire to use the product , services and ideas that was presented in the advertisement.” (quote no reference/citation)
40. on it either it is not a communication that is readily understandable and easy to get away. (rephrase)
41. Because “ any advertising communication provides the reader, viewer , or listener with a vast number of bits of information which he must rapidly sort out top arrive at a unique interpretation.” (fragment)
42. However there are a lot (not acceptable)
43. “The advertiser should prefer the media which are most suitable for the presentation of the message desired to the market or to die people for whom, it is meant.” (citation?)
44. Bogart (1966), added in order to achieve this expectation to get the attention of viewers, the most useful campaign is the use of persuasive messages to influence potential customers. (connect logically)
45. . With this advertisers (comma) must work on it to have the highest effectiveness of ads (p.59-65). (author?)
46. This may give big advantage to the ad that has been repeatedly exposed to the public, it will eventually produce or result to familiarity of the product. (not logically connected; awkward)
47. However, the study also shows (tense consistency)
48. Fryburger and Sandage averred that testimonials were used to satisfy the human intuition to hear experiences from other people. (year?)
49. On the other side of advertisement, there are many problems that advertisers face: mainly “the message and the medium that ads will use in conveying the message.” (why many when you only named one)
50. and the effectiveness of the ad can be measure (grammar)
51. Therefore, if it is truly effective they are perceived by the viewers and it will lead the viewers to buy the product or either the concept was perceived by the viewers but no actual perception to buy the product. (faulty)
52. To arouse meanings, impressions and attitude of viewers is what ads must do to get and to hold large amount of people “this includes users and potential users of product “( Starch ,1883, p.123). (run on)
53. Starch states (tense consistency)
54. Because messages must raise awareness, create acceptance of the product and in the final part to entice or induce viewers to purchase. (faulty)
55. in order to get them away to purchase their stuff. (confusing)
56. Buying action of consumer resulted from (in) influence
57. “Decision process”- is the viewed approach of consumer‘s decision and also the act of purchasing. (faulty punctuation)
58. Basically, behavior of consumer is influenced and established from “individual and environmental influences,” thus it is firm that (it is firm that? faulty)
59. . Warner and Wright states (tense consistency)
60. For every decision of consumer, it corresponds to his/ her interest or desire for something. (wrong referencing)
61. Singh (2006), said “Every human being has its own ‘inherent human interest.” (check punctuation; so many)
62. Every men (man) and women (woman) has its own interest
63. In media world,Starch(1883), competition arises everywhere, thus question, criticism of advertising also rises. (faulty)
64. These phenomena resulted from (in)
65. Sandage, suggests that as, consumers , we (Tense consistency and spacing)
66. are the frequently use (d) criticism over an unethical ads.
67. In a research made by Aquino (1999), it (faulty referencing) aims to measure the perception of male respondents of women,
68. Through this (punctuation) mass media portrayed great role in setting standards of gender role perception (p.1-4).
69. As part of the study of the researcher, it was evaluated (wrong referencing)
70. To note the study was focused (punctuation)
71. As the study depends on the Cultivation Theory by George Gerbner, it provides the result of the study (wrong referencing)
72. The preceding studies (huh? Check wordings) show
73. Further study shows by Kamran (2010) , assess (faulty)
74. As fairness creams advertisers (huh?)
75. “It is the right of the consumers to buy the cosmetic products like fairness creams, but at least they must be informed about the true product ingredients, use frequency, precautions, possi¬ble side effects and complain procedure etc. Secondly; the sellers must not make false promises about the product performance. Generally, public trust on the companies’ product claims is very low, because often companies mislead the customers through marketing messages. So those companies which do not exag¬gerate their product benefits could get a position of an honest business in the mind of consumers and it could well be a source of competitive advantage for those companies making product claims, which are actually delivered. Thirdly, roles showing white face skin color superiority among the Asian cultures, girl mar¬rying after applying the cream, house hold roles of the women need to be stopped in the TV commercials, because they could potentially reinforce and raise the negative values and customs in Pakistani society ( Kamran, 2010).” (wrong; review citation)
76. Kamran concluded that TV commercials must be stopped cause they are likely (faulty)
77. In conclusion, there are many ways on how advertisement can transcend and propagate in our lives. (awkward)
78. or can also devastate our real existence. (too strong)
79. Therefore this study seeks to raise awareness to individuals, especially students who were the scope of this study, to evaluate, interpret and screen advertisement exposed in television. (rephrase)
80. And also the level or exposure of advertisement in relation to the buying decision of the consumer.
81. As this chapter reviewed several literatures, their point will be taken into consideration as we will conduct this study. (awkward)
Additional notes:
1. There are many typos. Check spacing, tense consistency, correct referencing subject and verb, simple and clear sentences.
2. Check every sentence.express simply and clearly
3. Observe transition from one para to another.
4. Avoid awkward sentences.do not be in a hurry revising.check every detail
5 .check biblio.format not followed.look at decena/orquillas biblio for reference
REVIEW OF RELATED LITERATURE
Consumer’s buying behavior towards a certain brand is caused and influenced by frequency of exposure to television’s brand advertisement. Frequent exposure to brand advertising, according to Bogart (1986), can cause familiarity to the brand of the product thus it has great possibility of promoting buying actions of consumers (p.27). It is because of factors that advertisement possesses that help ads to be recognized and to be retained in the viewer’s mind. Aside from factors or elements of advertisement, frequent exposure to advertisement was seen as main key in influencing consumer’s behavior. Moreover, numerous factors were associated with television advertisement that caused enticing effect to consumer’s buying behavior. Some instances which Dyer (1982) include, is advertisement’s appeal, the way how they approach, the settings, the language and the rhetoric devices (p.96).
In this present chapter, it assumes that consumer’s buying behavior in choosing a product’s brand has been influenced by the consumer’s exposure to television ads. However, it just inter-relates with the research aim to investigate whether there’s really an existing relationship between television advertisement exposure and consumer’s buying behavior. The preceding reviews try to explain, support, argue and reveal the research’s hypothesis. This chapter presents the varying views and concepts of different persons, as they present their brilliant ideas. Furthermore, the review was mainly focused on the exposure of television advertisement, consumer’s buying behavior , media advertisement and its elements, characteristics and factors, disadvantages brought by television ads and by whitening ads in the society , were also included. Thesis papers that have good points were also reviewed, respectively.
Depending on where we are situated we have our own view or perspective for a certain thing. Several ideas come across in the streets with regards to advertisement. Some say advertisement is a special intermission number between episodes in the television set, which promotes for a particular thing, it is probably true. Well, according to Kirkpatrick (1964), advertisement is a widely used “communication of information” determined to influenced and persuade purchaser in order to increase product’s profit. Advertisement practices a “non-actual person delivery” of information, thus it is also considered to be “non-personal communication.” The publicizing of the identity of a certain product is advertisement’s work. However, it was supported by another author Dyer (1982), saying “advertisement means drawing attention to something, or notifying or informing somebody of something.”Advertising aims to have the highest creative way in influencing and exposing information to the consumers. Moreover, advertiser uses strategic way in making the advertisement in its most creative and persuasive way. It wishes to deliver effectively the messages to the consumers. Advertisement contains attractive “visual and verbal commercial messages” that catch attention and reaction of the watcher. The designed “creative elements” of advertisements could effect to the long retention of the messages in the mind of the viewers (Advertising Effect, 2011). The idea of an advertisement as form of communication is universal among the authors; furthermore it was added by Starch (1883), that advertisement is a “paid-communication” that was planned to draw people in order to persuade them to purchase the product (p.2).
“A specific advertising medium cannot be held accountable for the entire communication process for an advertisement. But the medium can and should be held responsible for exposure of the message- within the framework of a good editorial environment- to the people the advertiser wants to reach”( Britt and Lucas, 1963, p.263). For Britt and Lucas the most important thing which advertising must have is the proper exposure of the message. In which in the case study of Policarpio ( 1984), aims to determine if exposure to San Miguel Beer Mass Media Advertisements and the drinking of San Miguel Beer are relatively related(p.3).
“In advertising, there are certain factors which may influence the consumer and his drinking of beer, as a result of his exposure to San Miguel Beer advertisement. One major factor to be considered is the general presentation and appeal of San Miguel Beer advertisements to the consumer. The advertiser will also need to take into consideration the extent of the consumer’s recall of the message. Ads question like how the advertiser be able to effectively communicate to the consumer the message that San Miguel beer will give total satisfaction, may arise through the campaign. And the advertiser will need to know how he can assure the consumer that he is making the right decision in choosing San Miguel beer to drink. These and many more are just some of the factors that advertisers will have to take into account (p.4).”
With the preference of 135 respondents who were exposed to drinking of San Miguel Beer and the use of “Reinforcement Theory of Attitude Change” the researcher successfully comes up with the findings. The “ reinforcement theory of attitude change”, was the used theory in the theoretical framework . The theory is all about the “results of acquisition of new information and of learning something new from the reinforcement .” Horland and Kelly (1967), states “ when a new idea was introduced, the existing attitude is bound to be affected (as cited in Policarpio, 1984). This attitude is mainly due to the persuasive communication made by the advertisement.
Finally, findings drawn from the data showed that between the two variables there exists a significant relationship from it (p.75). Moreover Policarpio(1984) concluded that , “the trends showed that the greater time a person spends listening to or watching San Miguel beer advertisements, the greater the tendency for him to drink San Miguel beer.” It simply indicates that only exposure to radio and television advertisements of San Miguel Beer has relationship with the drinking of San Miguel Beer.
Exposure factor has been the focal point of Policarpio’s study, however same nature of study has been earlier conducted by Cruz (1977). The former suggests about the Beer product while the latter suggests about Cigarette product. Cruz’s study was geared towards finding out the existence or non-existence of a relationship between exposure to mass media advertisements and the attitude towards smoking Marlboro. Surprisingly, the research by Cruz revealed that “ there was no significant relationship between the exposure to Marlboro’s media advertisement and the smoking of Marlboro.” It was a lot different from Policarpio’s study.
Furthermore , there is still one study case made by Magbuhat that also revealed and supported the findings of Policarpio. Magbuhat ( 1982), gathered fifty-nine students and their respective parents representing the low, middle, and high income levels, they were asked to answer the questionnaires for the survey. Combined “stratified random sampling and simple random sampling “, questionnaires and interview schedule was used in data gathering(p.16-17).
Magbuhat considered into her study the influence of “advertising strategies, tactics and appeals employed by Milo and Ovaltine in their television Commercials.” It tries to find out the “exposure of the direct consumers or the children and the actual buyers or the parents.” In the same sense with the last mentioned researches , Magbuhat’s research aims to measure the effect of exposure of an advertisement to the expected viewers. As cited in his research study:
“Purchasing Patterns and Advertising Exposure---which was based on an experiment concerned with the gathering of information regarding advertisement exposure in terms of newspapers, magazines and television. Relating media exposure data to consumer purchasing data made it possible to probe into the relationship between brand of choice in any given two consecutive purchasing occasions, and exposure to the advertisement of a particular brand. The data revealed that when housewives shifted brands between two purchasing opportunities, the change in brand choice was statistically toward a brand which had been advertised during the interval between two purchases, as opposed to a brand which had not been credited in an advertisement. In other words, advertising did have a slight but apparent influence on purchasing behavior.’’
Chester (1978), both adults and children were affected and moved by the commercial appeal and persuasion. In fact, children while watching television are most likely waiting for commercials, because commercials get children ‘s attention due to its colorful and playful stuff (p.10-12). Moreover, “Behavioral Science Concepts to advertising,” affirms to this as it says that layout of an advertisement is considered to be criteria for a good ad. A “striking and captivating layout” can help attract and obtain viewers attention, that is important factor that will attribute responses from the viewers(p.126 as cited in Warner and Wright,). .
Magbuhat’s study therefore shows , “that the higher the level of exposure of consumers to the television advertising strategies, tactics and appeals, the greater the preference and buying behavior for the chocolate powdered milk in the case of Milo”.
The same nature of research was made by Dinauanao (1997),the study aims to prove their hypotheses: “that TV shampoo commercials have effects on their brand preference and that there is relationship between respondents’ brand preference and their level of exposure, age, year, level and sex.” Researchers used survey method with the use of questionnaire. They’ve come up with the findings that TV commercials highly influenced the decision of respondents’ brand preference and the study also shows that there’s no relationship between the respondents’ brand preference and their level of exposure to the ads.
However , our study might have big relationship as of Dinauano’s study. Dinauano seeks to find out the possibility of existing relationship of ads exposure and its effects on the consumer’s brand preference. It has been said that our study might relate with each other as we will also study the relationship of whitening products television ads and its effects on the persuasion factor of consumers’ brand preferences.
Dinauanao ( 1997), said that advertisement’s goal is to attain the AIDA of advertising: which stands for awareness, interest, desire , acceptance. Awareness stands for --that ads is an informative communication. Interest is the aim of advertising to gain interests from the viewers, because of this advertisement must set an impact to viewers’ mind. “To get the viewers’ desire—it is the desire to use the product , services and ideas that was presented in the advertisement.” Moreover acceptance is the desired result for every advertisers, the acceptance of viewers to the promoted brand.
The researcher concluded that : “ TV shampoo commercials have effects on the respondents’ brand preference especially among teenagers in highschool. However, there seems to be no significant relationship between the respondents’ brand preference and their level of exposure to shampoo commercials, their age, sex, year level and exposure to the other forms of media (Dinauanao, p.40).”
Meanwhile, Bogart asserted that advertisement is not kind of communication that obliged viewers or readers to pay attention on it either it is not a communication that is readily understandable and easy to get away. It is a communication that has intricate meaning on which viewers must decide to whether they will hook on it or get the meaning on it. Because “ any advertising communication provides the reader, viewer , or listener with a vast number of bits of information which he must rapidly sort out top arrive at a unique interpretation.” So it is on the creativity of the advertisers that will make their work as simple but yet striking and captivating one (1966).
However there are a lot of suggested factors and elements that will enhance the creativity of an ad. First , advertisers must consider the advertisement’s message. The nature of message of an ad must be compatible with preferred media. “The advertiser should prefer the media which are most suitable for the presentation of the message desired to the market or to die people for whom, it is meant.” They should carry the message to the right persons and in the right perspective .To accomplish their tasks in getting the attention of consumers they must be guided with this criteria (Singh, 2006, p.259).
Bogart (1966), added in order to achieve this expectation to get the attention of viewers, the most useful campaign is the use of persuasive messages to influence potential customers. This corresponds to the problem which advertisers face in their work : the target audience, frequency of the ads to be delivered and the messages to be effectively relay to its target audience. With this advertisers must work on it to have the highest effectiveness of ads (p.59-65).
According to Frey (1961), “advertising appeal or “message”, obviously cannot contribute towards marketing success until prospective and present buyers, influences of these buyers , or middlemen serving these buyers are exposed to it.” For message to be effective it must be delivered, portrayed or exposed to consumers effectively (p.234).
The repetition of exposure of commercial can add to the familiarization of certain ads to the viewers. This may give big advantage to the ad that has been repeatedly exposed to the public, it will eventually produce or result to familiarity of the product. However, the study also shows with the use of “ muscle and spring model” that the repetition of exposure or attack of an ads will be liken to muscle or metal fatigue. It is either will strengthen or weaken the belief or persuasion of the viewers (Bogart, 1966).
One of the effective ways of relaying ads messages is through “testimonials.” Fryburger and Sandage averred that testimonials were used to satisfy the human intuition to hear experiences from other people. Testimonials set the minds of consumers that the person who testified through testimonials is theirs’ the same situation. In fact testimonials are highly used for such they can easily use well known personalities to help influencing and promoting the products(p.87).
On the other side of advertisement, there are many problems that advertisers face: mainly “the message and the medium that ads will use in conveying the message.” In other words advertising is concerned on “what to say and how to say the message”, and with what medium to use in order to produce it effectively. It is because the concept of ad brings the wholeness of it, and the effectiveness of the ad can be measure if the concept is well perceived by the viewers. Therefore, if it is truly effective they are perceived by the viewers and it will lead the viewers to buy the product or either the concept was perceived by the viewers but no actual perception to buy the product. It was included by Starch (1883), that for an “ads to be effective it must be perceived.”In order for this to happen the medium/tools being used in advertising must be selected, especially in the carrier of message because this will attribute to the wholeness of the ads effectiveness(p.2). In ads messages, perception doesn’t only means “seeing or hearing” but rather it is more on developing side of “meaning, attitude or impression.” To arouse meanings, impressions and attitude of viewers is what ads must do to get and to hold large amount of people “this includes users and potential users of product “( Starch ,1883, p.123).Lastly, Starch states that ads must be perceived, “unless it is perceived it can’t do nothing.” The messages must penetrate and transcend to the viewers mind with full meanings .Because messages must raise awareness, create acceptance of the product and in the final part to entice or induce viewers to purchase. The ads make way to connect the desires, wants, needs of purchaser in order to get them away to purchase their stuff. Basically, its function is” to link the needs and wants of consumers to certain brand, in partial it will probably result to buying action (p.177).”
Buying action of consumer resulted from influence or pressure that was caused by his or her environment. “Decision process”- is the viewed approach of consumer‘s decision and also the act of purchasing. Consumer behavior is identified as “act of individuals in obtaining goods and services”, which of course includes decision process. Basically, behavior of consumer is influenced and established from “individual and environmental influences,” thus it is firm that “individual’s psychological makeup and influence of others” are contributors to our behavior. It was also said that “ behavior is the interaction of the consumer’s personal influences and the pressures exerted upon them by outside forces in the environment (Singh ,2006, p .278-279).”
Moreover, Warner and Wright differ from Singh’s beliefs--- that consumer’s behavior is just pressure or influence. Warner and Wright states that buying behavior of consumer is a rational act, as a manifestation of reasoning it is said to be a form of “problem-solving behavior.” For Warner and Wright, buying is a “rational or logical act.”
For every decision of consumer, it corresponds to his/ her interest or desire for something. Singh (2006), said “Every human being has its own ‘inherent human interest.”Every men and women has its own interest, then for ads to get the attention of the viewers, first it must consider the interest of every person and lastly it must create and gives satisfaction to this interest. Because it is innate for human beings to have interest , then advertisers must determine the interest of its viewers(p. 85-92).
As the goal of advertising is to determine the interests and satisfaction of viewers in order to draw attention and mainly to sell products, it must reach the people through the most intelligent way. And media is one of the most intelligent ways in conveying and translating products to buyers or prospect buyers (Starch,1883, p.190). As general Singh(2006) , implies that media planning is behind every success of ads, because it manipulates and control over advertisement.
In media world,Starch(1883), competition arises everywhere, thus question, criticism of advertising also rises. These phenomena resulted from misuse of advertising or lack of advertising (p.230). Thus, Sandage, refers this phenomena to “untruthful ads that were said to be ambiguous and not clear in portraying its message. It is due to its untruthful and erroneous impression. However, consumers are sometimes became victims of this untruthful ads because consumers sometimes lack the sense of interpretation and evaluation of perception” ( p.85-86). Sandage, suggests that as, consumers , we must be meticulous enough in evaluating and interpreting every aspect that underlies in the media environment. Furthermore, this “false claims and promises about the product through marketing communications should be categorized as unethical marketing practices”( Armstrong and Kotler, 2001). In general , the said authors recognized the faultiness and misuse of media advertising.
Sekhar (1999), averred that “misinforming, misleading, making false promises, creating undesirable demands, making false promises, lowering the dignity of women, influencing disadvantaged target groups and defaming any individual or class of persons” are the frequently use criticism over an unethical ads. This unethical ads that could make criticisms are ads that are existing in reality.
In a research made by Aquino (1999), it aims to measure the perception of male respondents of women, in beauty product commercials. Aquino said that “mass media has a great impact to people. It has continually influenced the lives of all sorts of individuals as it plays its role by showing them what life is all about and what it could be.” Through this mass media portrayed great role in setting standards of gender role perception (p.1-4). As part of the study of the researcher, it was evaluated that media has become great part in “dictating women’s place in society.” Thus it resulted to exploitation because advertisement set a huge part on the dealings on how society going to perceive and has perceived the role of women today. This exploitation is majorly seen in whitening product commercials(p.2).
The study of Aquino concerning exploitation and stereotyping of gender role was supported by Gillian Dyer. Dyer (1982) research studies that “television commercials clearly portray sex role stereotypes and influence learning of sex role stereotypes. “It was therefore strengthening point of Aquino’s research to prove the relationship between exposure to ads and the perception of people in reality (p.13).
To note the study was focused and more concerned about the “relationship between exposure to beauty product television ads and how the male engineering of CIT perceives the role of women.” As the study depends on the Cultivation Theory by George Gerbner, it provides the result of the study that there’s no significant relationship between exposure to women beauty products television ads and the perception of the role of women of senior engineering, student of CIT. Moreover, the cultivation theory was proven not true. Because it might be due to that audience are active and not passive, so cultivation theory is not so evident. All in all Aquino’s research tends to evaluate the existing gender stereotyping in the society based on the television commercials.
The preceding studies show that there’s an implication on the use of television whitening product ads towards perceiving women in the society. Asian worldwide is affected with the invading promotional factor of ads. A certain survey that was conducted indicates that Asian women among all whitening , they highly prefer bleaching. Whitening products can be categorized as treatments- treatments has its own varied chemical contents, however study shows upon studying whitening products, there’s an agent in the whitening products that can cause cancer and liver deterioration. It was clearly discussed that such chemical contents can trigger diseases (Reedy,2009).
Aside from the study of Reedy ,Yapchiangco implied that “Filipinos’ obsession with fair skin is undoubtedly a cash cow,” (2010). Grocery store has even a special section for cosmetic products that offer whitening effect. Filipinos huge patronizing act for whitening products are seen dramatically. Advertisement campaigns are usually faucet of knowledge by which they perceive whitening products’ promises. However, this faucet of knowledge does not merely evaluate every aspect or part of it, whether discriminating or glorifying things they do they do it for products’ sake. Rachel added, “it is so apparent how advertising has glorified fair skin. Television advertisements, print ads and billboards show how light skin is connected with success, opportunities and confidence.” Eventually, advertised campaign towards white skin or light skin doesn’t really determine our fate in life , Rachel believed that white skin or light skin is not a truthful source of success, opportunities and confidence but , sadly ,through this advertisement-- women are now affected with what skin color they are wearing in. Rachel concluded, “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’s no wonder why many Filipinos have learned to accept that fair skin is synonymous to beauty.” The same implication was made in the study made by Elzingre (2009) since then” Asian girls, women, and men, are being told through skin-whitening ads that whiter skin is a symbol of purity, true beauty, higher social status and financial success”, this further shows the promotional factor of a brand or the advertised product. A good number of Asians in the study held by Tarun Khanna believes that it is a big deal to have a skin that is “perfectly porcelain alike” because it is an advantage key that will ensure of a stabilized wealth. Both of them have same perspective that the color of skin does not affect or symbolizes fate in your life.
Further study shows by Kamran (2010), assess the issues over fairness cream ads and deceptive ads by conducting an exploratory study of it. ”Majority of the participants revealed that the fairness creams do not perform as claimed by the sellers through TV advertisements. As fairness creams advertisers always state that the cream use will make one white or fair within few days.” However Kamran regarded this claim that this kind of ads are just increasing the expectancy level of consumers towards a certain product. However, it was then proven by his respondents that whitening ads promises are never been true, “ it was impossible for you to whiten your skin.” Kamran in his study states that “ The most basic ethical issue of fairness creams advertising is making false or misleading statements.”
“It is the right of the consumers to buy the cosmetic products like fairness creams, but at least they must be informed about the true product ingredients, use frequency, precautions, possible side effects and complain procedure etc. Secondly; the sellers must not make false promises about the product performance. Generally, public trust on the companies’ product claims is very low, because often companies mislead the customers through marketing messages. So those companies which do not exaggerate their product benefits could get a position of an honest business in the mind of consumers and it could well be a source of competitive advantage for those companies making product claims, which are actually delivered. Thirdly, roles showing white face skin color superiority among the Asian cultures, girl marrying after applying the cream, house hold roles of the women need to be stopped in the TV commercials, because they could potentially reinforce and raise the negative values and customs in Pakistani society ( Kamran, 2010).”
Kamran concluded that TV commercials must be stopped cause they are likely the “ strongest institute that reveals negative values and customs in the society”. “Therefore, these fairness creams advertisers could play a vital role as a change agent in positive change process of Pakistani society. Perception and beliefs of the people about the white face skin superiority in the South Asian countries, women stereotype roles, and materialism could be changed by altering the message contents and roles in the fairness cream TV ads in Pakistan.” He suggested that instead making negative impact in the society an advertisement must somehow promote for greater good.
In conclusion, there are many ways on how advertisement can transcend and propagate in our lives. It may either bring information that can cause awareness, can satisfy our longings, or can also devastate our real existence. It depends on the factor or elements which advertisers use in their work, but what’s the most important --- is the exposure of an advertisement to the expected consumers or potential buyers. Therefore this study seeks to raise awareness to individuals, especially students who were the scope of this study, to evaluate, interpret and screen advertisement exposed in television. And also the level or exposure of advertisement in relation to the buying decision of the consumer. As this chapter reviewed several literatures, their point will be taken into consideration as we will conduct this study.
