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    Critical Paper On "Surf" Detergent Product TVC

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    nikko norman
    The commercial portrays a woman resolving problems and meeting her family's needs by washing clothes with Lumen soap, implying women's roles are limited to domestic duties. However, this is a narrow view that obscures how the commercial subtly promotes women's subordination through imagery. While appearing to celebrate Filipino motherhood, it actually reinforces the stratification of gender roles in society. By creating an idealized premise, advertisements can influence viewers' conceptions without their full recognition of what messages they internalize.

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    Critical Paper On "Surf" Detergent Product TVC

    Uploaded by

    nikko norman
    1K views2 pages
    The commercial portrays a woman resolving problems and meeting her family's needs by washing clothes with Lumen soap, implying women's roles are limited to domestic duties. However, this is a narrow view that obscures how the commercial subtly promotes women's subordination through imagery. While appearing to celebrate Filipino motherhood, it actually reinforces the stratification of gender roles in society. By creating an idealized premise, advertisements can influence viewers' conceptions without their full recognition of what messages they internalize.

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    Critical Paper on "Surf" detergent product TVC

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    The commercial portrays a woman resolving problems and meeting her family's needs by washing clothes with Lumen soap, implying women's roles are limited to domestic duties. However, this is a narrow view that obscures how the commercial subtly promotes women's subordination through imagery. While appearing to celebrate Filipino motherhood, it actually reinforces the stratification of gender roles in society. By creating an idealized premise, advertisements can influence viewers' conceptions without their full recognition of what messages they internalize.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views2 pages

    Critical Paper On "Surf" Detergent Product TVC

    Uploaded by

    nikko norman
    The commercial portrays a woman resolving problems and meeting her family's needs by washing clothes with Lumen soap, implying women's roles are limited to domestic duties. However, this is a narrow view that obscures how the commercial subtly promotes women's subordination through imagery. While appearing to celebrate Filipino motherhood, it actually reinforces the stratification of gender roles in society. By creating an idealized premise, advertisements can influence viewers' conceptions without their full recognition of what messages they internalize.

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    Lumen sa Soap Opera

    Critical Analysis
    Izar, Nikko Norman Cudiamat

    Every commercial frames and images has its portrayal of something that either exists or

    not, moreover, they made it just to sell the product and have the return of investment. However,

    most of the cases are commercials are that aside from creating a need for the consumers, they

    also create an ideology. An ideology, which is subconsciously penetrating to the minds of the

    viewers. Making me think, that it is not just the fact that we buy it for a need or for satisfaction

    but also we buy it because we found something on how the product was presented based on the

    creative juices of the producers of a certain advertisement.

    “Lumen”, the “wais” female icon in the commercial made an enormous effect to the

    consumer motivation, particularly in women and specifically as it caters to the mothers. It

    successfully created an image of a woman. A woman to herself, a woman to her family and a

    woman in her prestige appeal as it represents the Filipino woman. At first, it looks like it is an

    ordinary conflict-resolution setting wherein every problems and constraints of Lumen are just a

    “wash” away. Thinking that every woman has those limitations, perimeter fences that confine

    them into a dimension wherein the external environment keeps on making them stationary. The

    commercial “constructed” and “cultivate” the ideology of the limited roles of woman in the

    society she is living in. Looking at it might made you think that it is a mediocre commercial

    about how responsible woman that she can provide the needs of her family. However, those

    things are look in the myopic point of view. On the other side of the fence, there is a larger thrust

    that has to be disclosed and discover. It perceived and accepted generally but on its sphere there

    are hidden intricacies which women are the prime targets. These commercials emphasize to gain

    profit but not considering how it will affect the people.

    1
    Lumen sa Soap Opera
    Critical Analysis
    Izar, Nikko Norman Cudiamat

    The carte blanche to ice bathe the idea is the dominance of power and authority over

    woman, Lumen is said to be a smart, responsible and resourceful woman that made her life

    affluent. It made her solve certain problems, gain her basic needs and love from her family but

    on the larger perspective, “Is that the only woman could do for herself? The fictions of the

    advertisement have reshaped and misshape conceptions of woman. It created a dichotomy and

    made the diversion bigger. These commercials continuously feeding the flock of the believers

    that woman should be in her place and has to wait for a signal just for her to go. “Surf”

    commercial mispresented the image of a woman; they do it on their own perspective. The

    product seems to cater pleasing “tele-serye” like commercial but it offers an image which is

    subliminal and offensive to the female. However, the advent of these commercial doesn’t made

    certain buzz to mothers. It shows how the society stratifies the role and status of members of the

    society. Ergo, the commercial alone is a striking idealist as it creates a premise as part of its

    commercial.

    It is surprising yet worse to know how advertisement plays and take part of influencing

    the people not only to buy but to give something for consumers to fail of thinking. It is a matter

    of “awareness” versus “recognition”. We are aware of what we see and what we perceived as

    being offered to us, but we fail to recognize the things we have to focus on and to think about.

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