Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

In the Philippines there is an increasing trend of change with with regards to the traditional roles assigned to each parent. Parallel to this current trend mentioned, gender stereotyping in television commercials in the Philippines are also becoming less. However, based on my observation, this trend is not yet visible in the advertisements of milk products for toddlers. This had caught my attention and decided to produce a television commercial using male imagery, in particular that role of the father of the child rearing process, as an endorser of milk product for toddlers. This would determine if using father as an endorser for the specified product is credible and feasible through conducting a focus group discussion and using reception analysis method afterwards. Aspects in making television commercial like script, storyboard and source characteristics were used to be able to produce one. After having for(4) attempts in producing one, I conducted the pretest of the commercial video by means of using focus group discussion. The results of this discussion were analyzed through the reception analysis method. These were done since my study also aimed to determine the feasibility and credibility of using male imagery in the said product. Analysis showed that there was an increasing trend change with regards to the traditional roles of parents in the Philippines. Moreover, it showed that indeed, fathers could be feasible and credible endorsers of milk products for toddlers.