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Raymundo, K. T. (2010). Audience reception of beauty product TV advertisements. Unpublished Undergraduate Thesis, University of the Philippines Diliman College of Mass Communication.


Advertising is a powerful medium in contemporary society. Because of its far reaching nature, advertising has the power to influence the thoughts and ideas of its audiences. One particular message this study focuses on is that of the norms advertisers use to depict ideal beauty in beauty product TV advertisements.

This thesis analyzes how audiences judge images of beauty in beauty product advertisements in relation to their beliefs, values, and experiences. In doing so, this research did a content analysis of beauty product television commercials, as well as interviewed selected female students from the University of the Philippines Diliman and young urban professionals to get their thoughts on prevailing images of beauty in television commercials. The study concludes that though images of ideal beauty are remembered by its audiences, their interpretation of such messages differ, depending on their self-perceptions and unique life experiences.

View thesis: Image:Raymundo2010.pdf

Subject Index: Television advertising, Beauty culture--Philippines, Advertisers, Mass media and public opinion

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