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Approval!Sheet!
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This%thesis%en)tled%
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Language!and!Colorism:
Beauty!Ideologies!in!Pond’s!Philippines!YouTube!adver?sements!
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prepared% and% submi2ed% by% % ROUSANNE! MARIE! C.! BERNOS% has% been%
approved%and%accepted%as%par)al%fulfillment%of%the%requirements%for%the%
degree%Bachelor%of%Arts%in%English%Language%Studies.%%
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%%%%%%EMELY!B.!ORILLOS,!Ph.D.!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Adviser%%
PANEL!OF!EXAMINERS!
Approved%by%the%Panel%of%Examiners%with%a%grade%of%____!on%April%16,%
2015.%%
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JOSE!DAKILA!N.!ESPIRITU,!Ph.D.!
Chair%%
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JUDITH!MA.!ANGELICA!S.!CLAUSTRO!!
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!!!JOSEPHINE!B.!ALARCON!
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PROF.!MICHAEL!C.!ANTHONY!VASCO,!Ph.D.!
Dean%
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
TABLE!OF!CONTENTS%
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Acknowledgements% %
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Abstract%
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Chapter!1:!The%Problem%and%Its%Background%%%
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1.1.%Adver)sing%Discourse% %
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1.2.%Language,%Ideology%and%CDA%
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1.3.%Review%of%Related%Literature%
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1.4.%Research%Objec)ves%
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1.5.%Theore)cal%Framework% %
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1.6.%Conceptual%Framework% %
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Chapter!2:!Method%% %
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Chapter!3:!Results%and%Discussion%% %
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3.1.%Lexical%Choice%and%Seman)c%Prosody%% %
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3.1.1.%The%Lexeme%“White”%% %
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3.1.2.%“Dark”%Skin%Connota)on%%
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3.1.3%White%Branding%%%
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3.1.4.%Ideal%Skin%Defined%%
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3.2.%Color%Pale2e%%
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3.2.1%Drama)c%Skin%Color%Change:%From%Dark%to%White%%%
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3.3.%Facial%Expression,%Movement%and%Posture%%
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3.3.1.%Discontentment%with%Dark%Skin%% %
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3.3.2.%Confidence%in%Smooth,%White%Skin%%
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3.4.%Music%% %
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3.5.%Pond’s%Philippines:%The%Brand%% %
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3.5.1.%Pond’s%Girl%% %
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3.5.2.%Pond’s%Products%% %
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3.6.%Skin%Whitening%Culture%% %
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3.6.1.%Mes)za%Beauty%% %
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3.6.2.%Korean%Craze%%
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3.7.%Valida)on%%
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Chapter!4:!Conclusion!!
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References!! !
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LIST!OF!FIGURES!
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Figure%1:%A%Schema)c%Diagram%of%the%Conceptual%Framework%
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of%the%Study%as%Adopted%from%Cook%(2001)%and%Fairclough%(2001)%
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Figure%2:%The%associa)on%of%the%Pond’s%brand%to%its%product%categories%
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Figure%3:%Effects%of%Pond’s%adver)sements%on%percep)ons%on%beauty%
and%skin%color%
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APPENDICES!
Appendix%A:%Sample%Presenta)on%of%the%Rela)onship%%
Between%Verbal%and%Visual%Texts%
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Appendix%B:%Full%Transcrip)on%of%Extracts%%
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Appendix%C:%Survey%Ques)onnaire%% %
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Appendix%D:%Interview%Ques)ons%
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Acknowledgements!
!
%
The%researcher%takes%this%opportunity%to%express%gra)tude%to%the%
following%for%their%invaluable%contribu)on%and%very%kind%assistance:%
!
%
The$University$of$Santo$Tomas$2$Faculty$of$Arts$and$Le:ers,$for$being$
home$for$the$last$three$years,$and$a$constant$source$of$strength$and$inspira?on;$
$
Dr.$Emely$B.$Orillos,$the$proponent’s$thesis$adviser,$for$her$overwhelming$
support,$pa?ence,$and$encouragement,$for$always$opening$her$doors$to$inquiries$
and$concerns.$None$of$this$would$have$been$possible$without$her$guidance;$
$
Dr.$Jose$Dakila$N.$Espiritu,$Ms.$Judith$Ma.$Angelica$S.$Claustro,$and$Ms.$
Josephine$B.$Alarcon,$for$their$invaluable$insights$and$sugges?ons$during$the$ELS$
research$colloquium;$
$
Dr.$Alejandro$S.$Bernardo,$for$his$guidance$and$unrelen?ng$pa?ence$
towards$the$en?re$4ELS$class;$
$
Dominic$Chua,$for$his$generous$assistance$in$the$transcrip?on$of$the$data;$
$
The$researcher’s$family,$Daddy,$Mommy,$Elyn,$and$Owen,$for$being$a$
constant$source$of$strength$and$mo?va?on$throughout$the$course$of$this$
research;
$
The$researcher’s$co2advisees,$Darla,$Gilene,$Pau$and$Rio,$for$their$
encouragement$and$assistance;$
$
The$researcher’s$friends,$MC,$Prex,$Rio,$Ria,$SJ,$Wilfred,$Chris?e,$Pau,$
Daniel,$Daisylyn,$Jillian,$and$Bea,$who$in$any$way$have$helped$in$the$making$of$
this$thesis;$
$
The$researcher’s$partner,$Raj$Marasigan,$for$his$unimaginable$support,$
assistance,$and$constant$companionship;$
$
The$Lord$Almighty,$for$His$unending$guidance,$wisdom$and$mercy.$
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Language!and!Colorism:
Beauty!Ideologies!in!Pond’s!Philippines!YouTube!adver?sements!
Abstract!
!
Rousanne$Marie$C.$Bernos$
!
!
Recent% studies% in% Cri)cal% Discourse% Analysis% show% that% the% prominence% and%
quan)ty%of%adver)sing%in%today’s%society%are%influen)al%factors%in%the%forma)on%
and%acceptance%of%ideologies.%Incorpora)ng%the%frameworks%of%Cook%(2001)%and%
Fairclough% (1989,% 1992),% this% study% examines% 40% Pond’s% Philippines% online% video%
adver)sements%from%Youtube.com.%It%analyzes%the%individual%and%interdependent%
characteris)cs% of% verbal% and% visual% texts,% with% the% goal% of% iden)fying% their%
underlying% beauty% and% skin% color% ideologies.% More% specifically,% this% paper%
evaluates% spoken% and% wri2en% texts,% music,% movement,% color% pale2es,% visual%
imageries% and% scenarios,% among% others,% in% order% to% determine% the% linguis)c%
features% and% devices% used% to% represent% and% manipulate% ideas.% The% samples%
analyzed%show%that%there%is%an%unfavorable,%biased%portrayal%of%“dark%skin”%and%a%
par)ality% for% “rosy% white% glow.”% This% study% proposes% that% the% verbal% and% visual%
texts%employed%in%Pond’s%Philippines%online%video%adver)sements,%as%validated%by%
corresponding% survey% results,% contribute% tremendously% to% the% existence% of%
colorism%in%the%Philippines.%
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Key! words:! Cri)cal% discourse% analysis,% colorism,% beauty% ideology,% adver)sing%
discourse%
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Chapter!1!
The!Problem!and!Its!Background!
!
1.1.!Adver?sing!Discourse!
%%%%%%%%% Adver)sing%is%the%language%that%bridges%companies%and%consumers.%Cook%
(2001)%emphasizes%the%prominence%and%quan)ty%of%adver)sing%in%today’s%society,%
as%it%is%seen%in%all%types%of%media:%billboards,%magazines,%newspapers,%radio,%the%
Internet,% and% television.% He% also% describes% adver)sing% as% “one% of% the% most%
controversial%of%all%contemporary%(communica)on)%genres”%(p.%1)%because%of%its%
associa)on%with%the%values%of%the%highhgrowth%global%market%economy%in%which%it%
thrives.%
%
Adver)sements% are% mul)modal,% and% most% oien,% they% require% both%
linguis)c% and% pictorial% resources,% and% may% include% other% various% elements% (e.g.%
actors,% anima)ons,% text,% dialogues,% audio).% These% adver)sements% do% not% have%
formal% features% common% to% all,% with% the% excep)on% of% their% dependence% on%
intertextuality%and%mutual%knowledge%in%order%to%effec)vely%influence%and%affect%
their%target%audience%(Bloor,%M.%&%Bloor,%T.%2007).%
%
Persuasion%is%the%foremost%objec)ve%of%adver)sing.%While%its%fundamental%
purpose% centers% on% consumerism,% its% underlying% repercussions% s)ll% involve% the%
forma)on% and% promo)on% of% ideologies% among% socie)es% and% cultures.% In% fact,%
adver)sing% has% become% a% communica)on% tool% which% influences% society’s%
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aktudes%towards%products,%companies,%brand%names,%lifestyles%and%public%issues%
(Chand% &% Chaudhary,% 2012).% Because% adver)sing% is% a% form% of% inten)onally%
created% discourse,% adver)sements% also% have% the% ability% to% manipulate% and%
prompt% audiences% to% accept% ideologies% influenced% by% the% perspec)ves% of% their%
producers%(Tahmasbi%&%Kalkhajeh,%2013).%
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1.2.!Language,!Ideology!and!CDA!
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Ideologies%are%described%as%“shared,%fundamental%and%axioma)c%beliefs%or%
aktudes% of% specific% social% groups”% (van% Dijk,% 2001;% Bloor,% M.% &% Bloor,% T.,% 2007).%
Bloor,%M.%and%Bloor,%T.%(2007)%emphasize%that%most%discourse%used%by%members%of%
a% group% tends% to% be% based% on% ideologies.% These% ideologies,% however,% “may% not%
always% be% held% consciously% by% individuals”% (p.% 10)% and% may% be% referred% to% as%
unconscious% aktudes% acquired% socially.% Ideologies% may% also% be% easily% be%
recognized%through%language,%as%proven%in%various% %research%studies%(Fairclough,%
1989,% 1992,% 2001,% 2013;% van% Dijk,% 1993a,% 1993b;% Janks,% 1997;% Wodak% &% Meyer,%
2001;%Wodak,%2002;% %Bloor,%M.%&%Bloor,%T.,%2007).%Janks%(1997)%states%that%these%
ideologies,% like% all% social% prac)ces,% are% )ed% to% specific% historical% and% social%
contexts% and% discourse.% Wodak% and% Meyer% (2001)% expounds% on% the% different%
historical%connota)ons%of%“ideology”%and%how%ideology%has%transformed%into%the%
concept% it% is% today,% as% used% in% Cri)cal% Discourse% Analysis% (CDA),% a% branch% of%
linguis)cs% that% studies% the% maintenance,% conserva)on,% and% implementa)on% of%
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power%through%language.%They%also%highlight%that%CDA%focuses%on%the%latent%and%
more%hidden%types%of%ideologies,%those%that%are%found%in%everyday%beliefs.%Bloor%
and% Bloor% (2007)% add% that% ideological% posi)ons% can% be% hidden% by% the% use% of%
words.% The% goal% of% CDA% then% is% to% make% explicit% these% aspects% of% ideology% that%
“underpin%social%interac)on”%(p.%11).%%
%
CDA%emphasizes%that%language%is%not%merely%an%external%aspect%of%society,%
as% language% is% part% of% it% (Fairclough,% 1989).% “Linguis)c% phenomena% are% social%
phenomena% of% a% special% sort,% and% social% phenomena% are% (in% part)% linguis)c%
phenomena”%(p.%23).%It%links%the%tradi)onal%cri)cal%approach%in%social%analysis%to%
language%studies,%and%focuses%on%the%rela)ons%of%discourse%with%social%elements%
(Fairclough,% 2013).% Scholars% who% apply% CDA% use% no)ons% of% ideology,% power,%
hierarchy% and% gender,% together% with% sociological% variables,% to% interpret% texts%
(Wodak,%2002).%Moreover,%they%inves)gate%structures,%strategies%of%discourse%or%
other% proper)es% of% text,% talk,% verbal% interac)on% or% communica)ve% events% that%
contribute% to% the% produc)on% and% reproduc)on% of% domina)on% (van% Dijk,% 1993).%
Although% sociolinguis)cs,% to% a% limited% extent,% already% describes% the% prevailing%
sociolinguis)c% conven)ons% where% power% is% unequally% distributed% among%
socie)es,%it%has%failed%to%fully%examine%how%language%influences%and%gives%rise%to%
outcomes%of%power%rela)ons%and%power%struggle%(Fairclough,%1989).%This%is%why%
Cri)cal% Discourse% Analysis% (CDA),% despite% stemming% from% classical% rhetoric,% text%
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linguis)cs,% sociolinguis)cs,% applied% linguis)cs% and% pragma)cs% (Wodak,% 2002),% is%
an%en)re%field%of%its%own.%%
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The% involvement% of% CDA% in% the% various% issues% of% ideology% links% it% to% the%
more%social%facets%of%language.%Dominance%or%power%abuse,%for%example,%is%oien%
based%on,%and%is%legi)mated%by%ideologies%(Van%Dijk,%2001).%The%role%of%discourse%
in%the%produc)on,%reproduc)on%and%challenge%of%dominance%was%also%explicated,%
as% Van% Dijk% (1993)% describes% it% as% the% “the% exercise% of% social% power% by% elites,%
ins)tu)ons%or%groups,%that%results%in%social%inequality,%including%poli)cal,%cultural,%
class,%ethnic,%racial%and%gender%inequality”%(pp.%249h250).%According%to%Reisigl%and%
Wodak%(2001),%ideologies%are%essen)al%in%the%establishment%and%maintenance%of%
unequal%power%rela)ons%through%language.%Many%forms%of%CDA%research%require%
ideological%analyses%because%ideologies,%typically,%are%“expressed%and%reproduced%
by%discourse”%(Van%Dijk,%2001,%p.%79).%
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1.3.!Review!of!Related!Literature!
%
In% recent% years,% there% has% been% an% increase% in% the% number% of% CDA%
research%discussing%the%rela)ons%between%language,%power%and%ideologies.%One%
of%which%is%the%growing%body%of%research%on%skin%color%discrimina)on%or%colorism.$
It%is%defined%as%“the%process%of%discrimina)on%that%privileges%lighthskinned%people%
of%color%over%their%darkhskinned%counterparts”%(Hunter,%2007,%p.%238).%
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Hunter% (2011)% states% that% the% rapid% development% of% technologies% of% the%
body% and% the% huge% growth% in% the% cosme)cs% industry% have% led% more% people% to%
view% light% skin% tone% and% Anglo% features% as% traits% that% can% be% purchased% for% the%
right% price.% The% beauty% discourse,% dominated% by% celebri)es,% encourages%
individual%empowerment%through%submission%to%skin%color%hierarchies.%The%rapid%
growth% of% communica)on% technologies% has% disseminated% images% of% white%
beauty,%expanding%the%demand%for%products%and%procedures%that%can%help%build%
racial% capital.% She% also% explains% that% such% use% of% skinhwhitening% technologies% is%
not%only%for%the%“pursuit%of%whiteness”%(Hunter,%2011,%p.%158),%but%is%also%an%effort%
to% a2ract% a% spouse% and% a2ain% a% be2er% job,% in% a% context% of% white/light% skin%
privilege.%
Blay% (2011)% delves% into% the% effects% and% implica)ons% of% adver)sing% on%
colorism% and% beauty% ideologies% of% African% people.% According% to% him,%
adver)sements%equated%whiteness%with%all%things%“civilized,”%“clean,”%“modern,”%
“luxurious,”% “beau)ful,”% “feminine”% and% “desirable,”% and% reinforced% wellh
established%no)ons%of%whiteness%as%a%symbol%of%respectability%and%social%power.%
Through%consumerism,%Africans%would%be%able%to%change%their%circumstances%and%
seemingly%gain%access%to%varying%degrees%of%that%respect%and%power.%
Zhang’s% (2013)% research% on% Eurocentric% beauty% ideals% as% a% form% of%
structural% violence% also% tackled% issues% of% color% dominance.% She% discussed% the%
effects% of% globaliza)on% and% Western% media% on% East% Asian% women.% According% to%
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Zhang,%ethnic%characteris)cs%have%become%less%desirable%for%East%Asian%women,%
thus%resul)ng%to%the%conforma)on%of%a%single%beauty%ideal:%white%skin%tone,%and%
a%“Westernized”%appearance.%
According% to% Alcala% and% Najar% (2013),% colonial% mentali)es,% including% the%
superiority% of% lighter% skin% tones% over% darker% skin% tones,% have% always% been% a%
primary% aspect% of% the% Filipino% ideology% of% beauty.% These% have% survived% many%
genera)ons,%and%con)nues%to%thrive%in%the%digital%age.%With%new%skinhwhitening%
products% emerging% everyday,% beauty% industry% giants% keep% their% lead% by% u)lizing%
mass%media%and%capitalizing%on%impacqul%adver)sements.%
Pan% (2013)% examined% magazine% adver)sements% by% Taiwanese% and%
Chinese% cosme)c% companies,% analyzing% their% exchanges% with% their% respec)ve%
consumers.%She%analyzed%her%data%in%line%with%the%local,%historic%context%of%East%
Asia% and% inves)gates% how% these% appeal% to% the% members% of% the% “Culturally%
Chinese”% diaspora.% A% “scale% of% whiteness”% was% established% through% her% focus%
groups,%in%which%associa)ons%between%the%status%of%different%races%and%their%skin%
colors% have% been% made% discernible.% She% notes% that% Northern% Chinese% and%
Japanese% women% enjoy% “high% status”% because% they% generally% have% the% whitest%
skin,% while% women% from% Indonesia% and% the% Philippines% were% described% as%
“coarse”%and%“not%elegant%enough”%because%of%their%skin%tone.%
In% most% of% the% related% literature% on% CDA,% colorism% has% only% been% linked%
with% “black% discrimina)on”% and% white% vs.% black% perspec)ves.% Although% Zhang%
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(2013)% and% Pan% (2013)% have% discussed% Eurocentric% (white)% beauty% ideals% and%
colorism,% respec)vely,% on% East% Asian% women,% research% was% done% from% a%
sociological%standpoint,%and%not%CDA.%No%specific%research%has%discussed%colorism%
issues%against%“morena”%or%tan%skin.%Reviewed%literature%on%adver)sing%and%CDA,%
on%the%other%hand,%is%extensive,%but%has%very%li2le%to%do%with%colorism.%%
Tahmasbi% and% Kalkhajeh% (2013)% a2empted% to% analyze% an% array% of% bank%
adver)sements% in% an% Iranian% sociohcultural% context.% Fairclough’s% 1992% CDA%
framework% was% employed% and% has% proven% that% CDA% can% be% an% appropriate%
method%to%detect%the%manipula)ve%language%of%adver)sed%texts%which%invested%
on%cultural,%social,%and%ideological%values.%
Noriega% (2012)% conducted% a% research% on% the% confla)on% of% health% and%
beauty% in% adver)sing% by% employing% a% cri)cal% mul)modal% discourse% analysis% of%
three% television% commercials% of% Neutrogena,% Colgate,% and% Danone.% This% study%
inves)gated% how% discourse% plays% a% role% in% the% construc)on% of% the% rela)onship%
between% health% and% beauty,% as% well% as% on% body% image% ideologies.% Its% findings%
highlighted%the%need%for%media%literacy%and%the%importance%of%teaching%CDA%as%
an%approach%to%expose%ideological%underpinnings.%
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1.4.!Research!Objec?ves!
There% is% a% large% body% of% research% on% CDA,% adver)sing% and% colorism.%
However,%a%wide%gap%yet%needs%to%be%filled%with%the%inclusion%of%all%three,%most%
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especially% in% the% Philippine% context.% This% proposed% research,% therefore,% aims% to%
show% how% Filipino% colorism% and% beauty% ideologies% are% formed% by% inves)ga)ng%
the% online% adver)sing% discourse% of% % the% popular% global% skin% care% brand,% Pond’s%
Philippines.%Specifically,%the%study%seeks%to%answer%to%the%following%ques)ons:%
1. How% do% verbal% and% visual% texts% in% Pond’s% Philippines% Youtube%
adver)sements% construct% rela)onships% between% the% ideologies% of%
beauty%and%skin%color?%
2. How% do% Pond’s% Philippines% Youtube% describe% the% “ideal”% skin% color,%
and% what% structures% or% strategies% of% discourse% do% they% use% to% imply%
these?%
3. What% do% these% structures% or% strategies% of% discourse% tell% about%
underlying%skin%color%prejudices%in%the%Philippine%context?%
4. Do% Pond’s% Philippines% Youtube% promote% colorism% (skin% color%
discrimina)on),%and%to%what%extent?%
!
1.5.!Theore?cal!Framework!
Among% the% available% frameworks% for% CDA% research,% Fairclough’s% (2001)%
CDA%framework%was%selected%for%the%purposes%of%this%inves)ga)on.%According%to%
Fairclough% (1995),% the% process% of% cri)cally% analyzing% discourse% is% not% limited% to%
just% text% analysis% (2001),% as% text% analysis% is% only% part% of% discourse% analysis.% He%
emphasizes% the% significance% of% the% rela)onship% between% texts,% processes,% and%
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their% social% condi)ons—both% immediate% condi)ons% of% the% situa)onal% context%
and%the%remote%condi)ons%of%social%structures%(i.e.%social%issues).%
Verbal%and%visual%texts,%then,%are%essen)al%factors%in%CDA%research.%Verbal%
texts% refer% to% spoken% and% wri2en% texts,% whereas% visual% texts% refer% to% gestures,%
facial% expressions,% movement,% posture,% or% visual% imageries% that% accompany%
them.% % He% also% emphasizes% the% drama)cally% increasing% social% significance% of%
visual% imagery% in% media% discourse,% and% the% important% role% it% plays% in% the%
produc)on%and%interpreta)on%processes%of%discourse%(Fairclough,%1989,%1995).%
Members’% Resources% (MR),% another% important% concept% introduced% by%
Fairclough%(2001),%are%described%as%the%speaker/listener/audience’s%knowledge%of%
the%language,%representa)ons%of%the%natural%and%social%worlds%they%inhabit,%their%
values,% beliefs,% assump)ons% and% ideologies% that% may% be% “resources”% for% their%
interpreta)on.% These% MRs% are% cogni)ve% because% they% are% in% the% minds% of% the%
members.%However,%they%are%also%of%social%origins.%They%are%socially%generated,%
socially% transmi2ed,% and% are% therefore% also% unequally% distributed% (Fairclough,%
2001).%
Because% language% is% a% social% prac)ce,% it% is% consequen)al% that% MRs% are%
shaped%by%the%social%condi)ons%involved%in%discourse.%These%social%condi)ons,%on%
the% other% hand,% relate% to% three% levels% of% social% organiza)on:% “the% level% of% the%
social% situa)on,% or% the% immediate% social% environment% in% which% the% discourse%
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occurs;% the% level% of% social% ins)tu)on% which% cons)tutes% a% wider% matrix% for% the%
discourse;%and%the%level%of%society%as%a%whole”%(Fairclough,%1989,%p.%25).%
Fairclough’s% CDA% Model% (2001)% dis)nguishes% three% levels% of% cri)cal%
discourse% analysis,% corresponding% the% three% levels% of% social% organiza)on.% These%
are%1)%Descrip)on,%2)%Interpreta)on%and%3)%Explana)on.%
%
Descrip)on%refers%to%the%stage%that%is%concerned%with%formal%or%linguis)c%
proper)es% of% the% text.% This% includes% the% analysis% of% vocabulary% features,%
grammar,%punctua)on,%turnhtaking,%speech%acts,%as%well%as%nonhlinguis)c%textual%
features% of% interac)on% or% “visuals.”% Interpreta)on,% the% stage% that% is% concerned%
with%the%rela)onship%between%text%and%interac)on%h%with%seeing%the%text%as%the%
product% of% a% process% of% produc)on,% and% as% a% resource% in% the% process% of%
interpreta)on,% and% 3)% Explana)on,% the% stage% that% is% concerned% with% the%
rela)onship% between% interac)on% and% social% context,% the% level% of% society% as% a%
whole.%
!
1.6.!Conceptual!Framework!
%
This% research% employed% Fairclough’s% (2001)% CDA% framework% while%
incorpora)ng%Cook’s%(2001)%model%for%the%presenta)on%of%rela)onships%between%
verbal% and% visual% texts% in% television% adver)sements.% The% integra)on% of% both%
approaches% allowed% the% exhaus)ve% analysis% of% all% linguis)c,% visual% and% social%
factors%that%contribute%to%the%depic)on%of%ideologies%in%each%adver)sement.%
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%
Transcrip)on%of%verbal%texts
!
% Descrip)on
%
Illustra)on%of%visual%texts
!
!
!
Interpreta)on
Explana)on
Fairclough%(2001)
Cook%(2001)
Valida)on
Figure$ 1.$ % A% Schema)c% Diagram% of% the% Conceptual% Framework% of% the% Proposed%
Study%as%Adopted%from%Cook%(2001)%and%Fairclough%(2001).%
!
%
Figure% 1% demonstrates% the% conceptual% framework% of% the% study.% Cook’s%
(2001)% model% was% adopted% for% the% ini)al% phase% of% the% research.% Each%
adver)sement% was% converted% to% wri2en% data% and% contained% two% segments:% 1)%
the% transcrip)on% of% verbal% texts% and% 2)% the% illustra)on% of% visual% texts% (See%
Appendix%A).%Verbal%texts%include%all%spoken%and%wri2en%texts%shown%in%the%video%
adver)sement,%as%well%as%the%background%music%lyrics.%Visual%texts,%on%the%other%
hand,% refer% to% gestures,% facial% expressions,% movement,% posture,% color% pale2es,%
visual%imageries%and%scenarios,%among%others.%%
%
Fairclough’s% (2001)% CDA% framework% was% used% as% a% guide% for% the% second%
phase% of% the% study.% It% was% based% on% the% three% levels% of% CDA:% 1)% Descrip)on,% 2)%
Interpreta)on% and% 3)% Explana)on.% The% first% level,% descrip?on,% refers% to% the%
evalua)on%of%linguis)c%features%and%devices%used%to%represent%ideas%on%skin%color%
and% beauty.% The% second% level,% interpreta?on,% deals% with% the% brand’s% objec)ves,%
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target%market,%and%the%ideologies%it%wants%to%promote%and%lastly,%the%third%level,%
explana?on,% is% the% inspec)on% and% descrip)on% of% the% social% context% in% which%
these%adver)sements%were%presented,%as%well%as%the%social%issues%present%at%the%
)me%these%were%aired.%Underlying%ideologies%promoted%with%each%adver)sement%
was%%more%easily%determinable%using%this%approach.%
%
According% to% Cook% (2001),% studies% on% adver)sing% discourse% face%
challenges%due%to%its%predictable%but%high%unprovable%nature.%In%order%to%verify%
findings%of%such%qualita)ve%analysis,%therefore,%a%consensus%must%be%reached%by%a%
specific% set% of% audience/viewers,% hence,% the% final% stage% of% the% study:% the%
valida)on% phase.% A% crosshsec)onal% online% survey% and% a% facehtohface% interview%
was% conducted% in% order% to% validate% the% results% of% the% research% and% determine%
common%percep)ons%and%predominant%ideologies.%
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Chapter!2!
Method!
!
Pond’s% Philippines% was% selected% as% a% case% study% because% of% its% present%
popularity% among% Filipino% women,% its% numerous% influen)al% celebrity% endorsers,%
and%the%availability%and%abundance%of%its%online%video%adver)sements.%
Forty% online% video% adver)sements% of% Pond’s% Philippines% uploaded% from%
2012%to%2014%was%retrieved%from%its%official%Youtube%adver)sing%account,%PONDS%
PH.%These%adver)sements%were%deconstructed%according%to%the%model%proposed%
by% Cook% (2001).% The% deconstructed% data% were% then% set% beside% each% other% and%
sorted% into% scenes% and% frames.% Scenes% are% con)nuous% blocks% of% storytelling% in%
films%and%videos%that%are%shown%in%a%single%loca)on,%typically%following%a%single%
character.%The%end%of%a%scene%is%marked%by%a%change%in%loca)on%or%)me.%A%frame,%
on% the% other% hand,% is% defined% as% an% individual% picture% image% (Internet% Movie%
Database%[IMDB],%2014).%
The% adver)sements% were% analyzed% simultaneously% in% both% their% video%
(original)% and% wri2en% (deconstructed)% formats,% in% order% to% examine% both% visual%
and%verbal%texts%and%their%interconnectedness.%Following%Fairclough’s%(2001)%CDA%
model,% connota)ons,% implica)ons% and% meanings% were% derived% from% the% 1)%
linguis)c%features%and%devices%u)lized%in%the%videos,%2)%the%brand’s%background,%
its% endorsers% and% products,% and% 3)% the% social% context% (e.g.% cultural% references,%
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audience% and% consumer% preference,% current% events)% under% which% these%
adver)sements%were%aired.%
These% were% then% validated% using% a% crosshsec)onal% online% survey% via%
SurveyMonkey.com% and% a% series% of% facehtohface% interviews.% The% survey% was%
conducted%among%100%Youtube%users%who%have%encountered%a%Pond’s%Philippines%
adver)sement.%Survey%respondents%can%either%be%male%or%female,%as%long%as%they%
are% current% residents% of% the% Philippines.% No% age% limit% was% specified% due% to% the%
extremely%diverse%audience%of%Youtube.%%
Six%(6)%adver)sing%professionals%(e.g.%copywriters,%crea)ve%directors)%and%
students% were% also% interviewed% in% order% to% take% into% considera)on% the%
professional% opinion% of% individuals% from% the% adver)sing% field.% More% specifically,%
the%interviews%focused%on%the%thought%process%of%adver)sement%producers%and%
the%ideologies%they%want%to%promote,%especially%in%the%context%of%skin%color%and%
beauty%in%the%Filipino%sekng.%Due%to%the%controversial%nature%of%the%topic,%names%
have%been%withheld%to%protect%the%privacy%and%the%professional%interests%of%the%
interviewees.%
%
The%survey%and%interviews%served%as%the%subs)tute%for%interraters,%as%the%
purpose% of% this% study% is% to% examine% the% general% perspec)ve% of% the% Filipino%
society,% as% well% as% the% inten)onal% use% of% discourse% in% the% promo)on% and%
manipula)on% of% beauty% and% skin% color% ideologies.% These% were% used% prove% and%
verify%the%assump)ons%and%findings%from%the%data%analysis%phase.%
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Chapter!3!
Results!and!Discussion!
!
%
A% great% part% of% the% analysis% process% was% merely% composed% of% the% first%
stage% of% Fairclough’s% CDA% model,% descrip?on.% Verbal% texts% (lexical% choice% and%
seman)c% prosody)% and% visual% texts% (color% pale2e,% facial% expression,% movement%
and% posture,% music)% were% examined% individually% and% in% conjunc)on% with% each%
other%in%order%to%iden)fy%the%different%linguis)c%and%nonhlinguis)c%devices%used%
in% the% portrayal% and% representa)on% of% skin% color% and% beauty% ideologies.% The%
second% stage,% interpreta?on,% was% employed% through% an% in% depth% evalua)on% of%
the% Pond’s% Philippines% brand,% its% endorsers% and% its% products.% Interes)ngly,% this%
shows%how%the%interlocutors%play%a%vital%role%in%the%produc)on%and%recep)on%of%
ideologies,% most% especially% in% the% case% of% adver)sements,% where% interlocutors%
are% typically% famous% personali)es.% To% address% the% final% stage,% explana?on,% the%
adver)sements%were%examined%at%the%macro%level%where%there%is%a%bigger%focus%
on%the%state%of%society%as%a%whole.%This%includes%condi)ons%and%situa)ons%used%
by% Pond’s% Philippines% as% adver)sing% and% marke)ng% strategies.% Current% events,%
social%phenomena%and%social%issues%were%also%key%factors%considered%in%this%final%
stage.%
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3.1.!!Lexical!Choice!and!Seman?c!Prosody!
%
Lexical% choice% and% seman)c% prosody% are% two% dis)nct% but% interrelated%
concepts%in%the%context%of%this%study.%Lexical%choice%is%defined%as%the%process%of%
choosing% lexemes% (words)% to% communicate% informa)on% based% on% a% specific%
context% (Reiter% &% Sripada,% 2002),% whereas% seman)c% prosody% refers% to% the%
phenomenon%of%“favorable%and%unfavorable%connota)on”%(p.%11)%expressed%not%
through%a%single%word,%but%by%the%associa)on%of%a%word%with%others%(Gabrovšek,%
2007).%%
!
3.1.1.!The!Lexeme!“White”!
$
One% of% the% most% frequently% used% content% words% in% Pond’s% Philippines%
Youtube%adver)sements%is%the%lexeme%“white.”% %Out%of%40%video%adver)sements%
ranging% from% 17% seconds% to% eight% minutes,% “white”% has% appeared% 25% )mes,%
exclusive% of% its% other% varia)ons% such% as% “whitens,”% “whitening,”% and% “whiter,”%
among%others.%While%Pond’s%is$a%whitening%brand%androgens%it%is%only%expected%
that%it%uses%“white”%the%most,%it%is%s)ll%crucial%to%examine%how%it%was%used%and%
described%in%the%context%of%skin%color%and%beauty.%$
“Flawless$ white% skin% I% love% to% touch.”$ (PONDS% PH,% August% 29,%
2014)%
%
!
The%extract%above%illustrates%how%favorable%connota)ons%are%a2ached%to%
“white%skin”%by%using%“flawless”%to%describe%it,%while%at%the%same%)me%displaying%
its% desirability% through% the% statement% “I% love% to% touch.”% % The% lexical% choice%
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suggests%that%white%skin%can%be%synonymous%to%perfec)on,%therefore%portraying%it%
as%the%ideal%skin%color.%This%can%also%be%seen%in%the%example%below:%
Voice%Over:%“Presen)ng%Pond’s%Ins)tute%revolu)onary%formula!%
New%Pond’s%Acne%Clear%White%10hinh1%Facial%Wash!%It%fights%10%
oil%and%acne%problems%all%at%once!%And$whitens$skin!”%%
Speaker% 1:% “Now,% I% can% take% the% perfect% selfie!”$ (PONDS% PH,%
August%5,%2013)%
$
!
Although% it% is% not% as% explicit% as% the% previous% example,% the% favorable%
portrayal% of% white% skin% is% s)ll% evident.% Firstly,% there% was% an% emphasis% on% the%
product’s%whitening%ability%through%the%posi)oning%of%“And%whitens%skin!”%in%the%
statement,%and%as%well%as%the%intona)on%of%the%Voice%Over.%%This%creates%a%greater%
impact% on% whitening% rather% than% on% oil% and% acne% problems.% Another% factor% to%
consider%is%the%line,%“Now,%I%can%take%the%perfect%selfie!”%%This,%much%like%the%first%
example,%associates%“white%skin”%with%the%idea%of%perfec)on%or%flawlessness.%It%is%
implied%that%a%perfect%selfie%(selfhportrait)%requires%oil%and%acnehfree,%white%skin—
a2ainable%through%the%use%of%Pond’s.%
%
Among%the%many%varia)ons%of%the%lexeme%“white,”%the%most%noteworthy%
is%the%term%“rosyhwhite”%as%it%was%used%quite%extensively%in%the%different%Pond’s%
adver)sements.%Interes)ngly,%it%has%occurred%12%)mes%despite%the%fact%that%the%
adver)sements% analyzed% were% not% all% directed% towards% whitening% products.%
Some%were%cleansing%or%an)haging%adver)sements,%while%others%were%interview%
videos%of%their%endorsers.%It%must%also%be%noted%that%these%12%are%not%part%of%the%
25%occurrences%of%“white.”%
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%
PAGE
1. “Moisturize% with% Pond’s% White% Beauty% Cream% for% a%
translucent,% rosy2white% glow.”% (PONDS% PH,% January% 27,%
2014)%
2. “Pond’s% White% Beauty% Cream% is% a% great% product% to% start%
with.%It%gives%us%translucent%and%rosy2white$glow.”%(PONDS%
PH,%February%4,%2014)%
3. “New% Pond’s% White% Beauty% Cream!% With% Korean% Ginseng%
and%Saffron%Essence%that%purifies%skin%layer%by%layer.%Gives%
skin%a%rosy2white$glow!”%(PONDS%PH,%August%2,%2013)%%
In% all% three% excerpts% above,% “rosyhwhite”% was% used% to% describe% a% certain%
glow,%said%to%be%achievable%through%the%use%of%Pond’s%products.%The%phrase%“rosyh
white%glow”%was%consistently%used%in%a%number%of%adver)sements,%portraying%a%
special%and%desirable%type%of%whiteness%only%offered%by%the%Pond’s%brand.%This%is%
more%explicitly%stated%in%the%full%transcrip)on%of%Video%No.%28%(Every%#PondsGirl%
has%a%#Beau)fulStory%to%tell)%below:%
!
!
Speaker% 1:% Looking% back,% I$ didn’t$ think$ I$ could$ become$ more$
beau?ful.$$
Speaker%2:%I%was%content%with%my%whitening%soap.%
Speaker%3:%Un)l%I%found%Pond’s.%
Voice% Over:% From% the% Pond’s% ins)tute:% Pond’s% White% Beauty.%
With% Korean% Ginseng.% Purifies% skin% for% a% rosy2white$ glow,% and%
gives%a%powderhfinish%you%could%instantly%feel.%
Speaker%3:%“Now%I’m%not$just$white…”%
Speaker%1:%“…%I’m%rosy2white.%May$igaganda$pa$pala$‘ko.”%
%
(“…% I’m% rosy2white.% I% could% actually% become% more%
beau)ful.”)%
Voice% Over:% “Reveal% your% rosy2white$ glow.% That’s% the% Pond’s%
promise.”%
Voice% Over:% What’s% your% beau?ful% story?% (PONDS% PH,% July% 13,%
2014)%%
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The% adver)sement% starts% off% with% the% speakers’% sen)ments% regarding%
their%beauty%and%skin%color,%men)oning%that%they%were%somehow%contented%prior%
to%their%discovery%of%Pond’s.% %However,%there%was%a%deliberate%dis)nc)on%made%
between%“just%white”%and%“rosyhwhite,”%with%the%favorable%connota)on%a2ached%
to% the% la2er.% This% implies% that% whiteness% per% se% is% not% enough,% and% that% “to%
become%more%beau)ful,”%one%must%be%“rosyhwhite.”%
!
3.1.2.!“Dark”!Skin!Connota?on!
%
In%comparison%to%the%portrayal%of%“white”%skin%through%lexical%choice%and%
seman)c% prosody,% “dark”% skin% representa)ons% are% evidently% more% unfavorable.%
However,%unlike%the%lexeme%“white,”%“dark”%was%not%used%as%oien.%In%fact,%there%
were%only%two%adver)sements%that%included%the%said%lexeme.%
Voice% Over:% “Don’t% let% dark,$ oily$ skin% stop% you% from% glowing!%
Pond’s%white%beauty%cream!%% Gives% you% a% rosy% white% glow% and%
powder% finish% like% no% other!% Glow% in% your% moment!”% (PONDS%
PH,%January%1,%2013)%
$
!
In% this% excerpt,% dark% skin% is% nega)vely% portrayed% through% seman)c%
prosody.% Firstly,% the% general% impression% of% the% sentence% is% nega)ve.% It% depicts%
dark%skin%as%a%hindrance%to%“glowing,”%a%compara)vely%favorable%no)on.%Another%
evidence% that% supports% this% claim% is% that% unlike% the% lexeme% “white,”% which% was%
always% linked% to% posi)ve% words% such% as% “flawless”% and% “perfect,”% the% lexeme%
“dark”%was%a2ached%to%“oily%skin.”%This%showcases%an%extreme%disparity%between%
the%two%skin%colors,%branding%one%ideal%and%the%other%undesirable.$
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Speaker%1:%“Don’t%go%in%the%sun!%You’ll%get%dark!”%%
Speaker% 2:% “With% Pond’s,% even% under% the% sun,% I% could% stay%
fair.”%(PONDS%PH,%May%24,%2014)%
%
!
In% the% excerpt% from% Video% No.% 24,% dark% is% not% linked% to% any% other% word.%
The%nega)ve%connota)on,%however,%comes%with%the%implied%meaning%of%the%first%
dialogue.%Speaker%1%a2empts%to%stop%Speaker%2%from%“going%in%the%sun”%because%
she%will%“get%dark.”%It%must%be%noted%that%when%analyzing%verbal%texts,%especially%
in%the%context%of%CDA,%one%must%take%the%manner%of%delivery%into%considera)on.%
In%this%case,%Speaker%1%spoke%with%a%sense%of%urgency,%as%if%“gekng%dark”%was%a%
misfortune.% Speaker% 2% then% replies% smiling,% reassuring% Speaker% 1% that,% “With$
Pond’s,$ even$ under$ the$ sun,$ I$ could$ stay$ fair.”$ This,% again,% exhibits% the% par)ality%
towards%fair,%white%skin.%
!
3.1.3.!!White!Branding!
$
It% is% no)ceable% how% “white”% has% become% a% common% part% of% the% Pond’s%
product% branding,% despite% the% clear% dis)nc)on% between% the% different% product%
categories:% Whitening,% Cleansing,% An?2aging% and% Hydra?on.% This% reveals% how%
Pond’s% greatly% capitalizes% on% the% whitening% a2ribute% of% their% products% and%
portrays%it%as%an%essen)al%in%beauty%and%skin%care.%
Text:%“Dreaming%of%the%#PromPerfect%date?%%
Want%Joaquin%to%also%take%you%to%your%prom?%
Tell%us%why%with%the%hashtag%#PromPerfect%
New%Pond’s%
FIGHTS% 10% OIL% AND% ACNE% PROBLEMS% +% WHITENS$
SKIN”%(PONDS%PH,%January%16,%2014)%
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PAGE
The% excerpt% above% was% taken% from% the% Pond’s% Philippines% Youtube%
adver)sement%en)tled%“Win%a%#PromPerfect%Date!”%It%was%used%as%a%promo)onal%
video%for%a%contest,%in%which%girls%can%win%a%date%with%“Joaquin,”%the%model.%At%
the%end%of%the%video,%an%image%of%the%Pond’s%Complete%Solu)on%Acne%Clear%White%
facial% foam% and% scrub% was% shown,% with% the% text% “FIGHTS% 10% OIL% AND% ACNE%
PROBLEMS% +% WHITENS% SKIN”% taking% half% of% the% frame.% According% to% the% Pond’s%
Philippines% website,% however,% the% product% being% adver)sed% is% under% the%
cleansing%category,%and%not%whitening.%The%lexeme%“white”%is%used%in%most%Pond’s%
Philippines% adver)sements,% establishing% a% stronger% link% between% the% brand% and%
its%beauty%and%skin%color%ideologies.%Another%example%of%this%is%the%adver)sement%
for%the%Pond’s%Acne%Clear%White%Face%Wash:%
Voice% Over:% “Pond’s% number% one% face% wash!% Has% salicylic% acid%
and%scrub%beads%in%Pond’s%Acne%Clear%White%Face%Wash.%Helps%
unclog%pores%to%fight%pimples!”%
Speaker% 1:% “Say% yes% to% pimple2free$ whiter% skin.”% (PONDS% PH,%
November%10,%2014)%
%
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Another% noteworthy% detail% about% Pond’s% is% their% tendency% to% highlight%
“whitening”%in%slogans%and%product%descrip)ons,%even%in%the%adver)sements%of%
other% product% categories.% The% voice% over% made% no% men)on% of% white% skin,% but%
“white”% was% s)ll% strategically% found% on% the% product% name.% Speaker% 1,% however,%
does%not%fail%to%state%it.%Again,%white%skin%was%associated%with%the%favorable%idea%
“pimplehfree.”%
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3.1.4.!Ideal!Skin!Defined!
%
Other%than%the%use%of%the%lexemes%“white”%and%“dark”%in%the%portrayal%of%
beauty%and%skin%color%ideologies,%it%is%also%important%to%consider%how%the%ideal%
skin%is%represented%in%the%adver)sements.%Using%the%Find%tool%in%Pages%soiware%
for%Mac,%the%seman)c%prosody%of%the%lexeme%“skin”%was%evaluated.%The%following%
excerpts%show%the%notable%portrayals%of%the%ideal%skin%color:%
“Maghgoodbye%sa%oil,%at%maghhello%sa%makinis%at%pimplehfree%na%
skin%gaya%ng%sa’kin!”%
(Say% goodbye% to% oil,% and% say% hello% to% smooth$ and$ pimple2free$
skin$like$mine!)%(PONDS%PH,%June%26,%2012)%
%
!
The%excerpt%above%describes%the%ideal%skin%as%“smooth%and%pimplehfree.”%
Although%it%does%not%men)on%“white”%a2ributes,%the%speaker%does%describe%her%
skin%in%a%very%favorable%manner.%Another%factor%to%consider%here%is%the%visual%text%
accompanying% the% verbal% text.% The% speaker% shown% on% the% video% is% fairhskinned,%
thus,% again,% the% highligh)ng% white% as% the% ideal% skin% color.% A% more% explicit%
characteriza)on%of%the%ideal%skin%color%is%shown%in%this%excerpt:%
“Speaker%1:%Excited%for%prom!%Oh%no!%I%s)ll%have%a%lot%of%oil%and%
acne%problems.%%
Voice% Over:% Presen)ng% Pond’s% ins)tute% revolu)onary% formula.%
New%Pond’s%Acne%Clear%White%10hinh1%Facial%Wash!%It%fights%10%
oil%and%acne%problems,%and%whitens%skin%all%at%once.%%
Speaker% 1:% With$ beau?ful$ skin,% now% I% feel% prom%
perfect!”%(PONDS%PH,%January%5,%2014)%
%
!
In%the%beginning%of%the%video,%the%speaker%is%shown%with%pimples%on%her%
face%and%her%skin%was%s)ll%rela)vely%light.%She%appeared%to%be%troubled%because%of%
her% oil% and% acne% problems% and% was% evidently% discontent% with% her% skin.% Upon%
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using% the% new% Pond’s% Acne% Clear% White% 10hinh1% Facial% Wash,% however,% her%
pimples%fade%and%her%skin%drama)cally%whitens.%The%adver)sement%ends%as%the%
speaker%states,%“With%beau)ful%skin,%now%I%feel%prom%perfect!”%Beau)ful%skin,%in%
this%case,%was%shown%as%no)ceably%clearer,%whiter%skin.%
1. “Purifies%to%fade$pimple$marks%and%whiten%skin.%Reveal%your%
translucent$ rosy2white$ glow.”% (PONDS% PH,% January% 24,%
2014)%
2. “Moisturize% with% Pond’s% White% Beauty% Cream% for% a%
translucent,$ rosy2white$ glow.% Translucent% skin% is% dewy,%
glowing,%and%transparent.%Plus,%it%come%in%a%powder%finish;%
so% it ’s% not% s)cky,% making% your% skin% soi% and%
smooth.”%(PONDS%PH,%January%27,%2014)%
%
%
The% examples% above% were% extracted% from% two% different% adver)sements,%
but% they% both% characterized% the% ideal% skin% using% the% phrase% “rosyhwhite% glow”%
and%the%adjec)ve%“translucent.”%Translucent,%according%to%the%MerriamhWebster%
online%dic)onary,%means%“not%completely%clear%or%transparent%but%clear%enough%
to% allow% light% to% pass% through.”% However,% when% analyzed% in% the% context% of% the%
videos,% it% seems% that% translucent% refers% to% extremely% white% skin.% It% is% evidently%
shown% through% both% linguis)c% and% nonhlinguis)c% devices,% namely,% 1)% its%
associa)on%with%“rosyhwhite%glow,”%“dewy,”%“glowing,”%and%“transparent,”%and%2)%
the%color%pale2e%chosen%to%represent%the%idea%of%translucence.%%
%
Another%no)ceable%lexical%choice%is%the%use%of%the%verb%“purify.”%According%
to% the% MerriamhWebster% online% dic)onary,% to% purify% is% to% “remove% dirty% % or%%
harmful%substances%from%(something).”%Although%it%was%aptly%used%in%the%context%
23
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of% removing% pimple% marks,% it% was% also% linked% to% skinhwhitening.% This% indirectly%
connects%the%idea%of%dirt%and%undesirable%substances%to%that%of%dark%skin.%
!
3.2.!!Color!Paleae!
%
As%stated%by%Cook%(2001),%it%is%decep)ve%to%examine%language%in%isola)on,%
especially% in% the% context% of% adver)sing.% While% language% may% be% the% dominant%
mode% of% communica)on,% visual% texts% s)ll% play% an% important% role% in% the%
produc)on%and%recep)on%of%ideas,%meanings%and%percep)ons.%These%visual%texts%
are%analyzed%in%rela)on%to%their%corresponding%verbal%texts.%
%
In% the% context% of% colorism,% one% of% the% most% crucial% visual% texts% to%
scru)nize% is% the% color% pale2e,% or% the% range% of% colors% used% in% a% visual% medium.%
Although% oien% overlooked% by% researchers,% color% pale2es% are% essen)al% in% the%
analysis% of% adver)sements% and% their% manipula)on% of% beauty% and% skin% color%
ideologies.%The%following%excerpts%show%how%color%pale2es,%on%their%own%and%in%
associa)on%with%verbal%texts,%convey%ideologies:%
!
3.2.1.!!Drama?c!Skin!Color!Change:!From!Dark!to!White!
$
Perhaps% the% most% commonly% used% nonhlinguis)c% device% for% Pond’s%
portrayal% of% beauty% and% skin% color% ideologies% is% the% drama)c% skin% color% change%
undergone% by% its% endorsers.% In% numerous% adver)sements,% models% have% been%
shown% drama)cally% transi)oning% from% a% dark% skin% tone% to% a% lighter% one.% The%
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process%was%almost%the%same%for%each%video:%it%begins%with%a%closehup%shot%of%the%
face,%followed%by%a%ripple%effect%in%the%image%(presumably%a%representa)on%of%the%
use% of% a% Pond’s% product)% and% then% ends% with% a% smiling% face% with% a% whiter% skin%
tone.%The%varia)ons%are%mostly%seen%in%the%verbal%texts%used:%
!
%
1. “With%one%swipe,%conceal%spots%instantly;%reduce%stubborn%
spots,%and%con?nuously$whitens$skins$from$
within.”%(PONDS%PH,%July%25,%2013)%
2. “It%fights%10%oil%and%acne%problems%all%at%once!%And$whitens$
skin!”%(PONDS%PH,%August%5,%2013)%
3. “Gives%skin%a%rosy2white$glow!”%(PONDS%PH,%August%2,%
2013)%
4. “It%fights%10%oil%and%acne%problems,%and$whitens$skin$all$at$
once.”%(PONDS%PH,%January%5,%2014)%
5. “Unclog%pours%to%help%prevent%10%oil%and%pimple%problems.”%
(PONDS%PH,%October%3,%2014)%
The% examples% above% demonstrate% the% diversity% of% Pond’s% products% that%
use% this% nonhlinguis)c% device.% The% first% example% was% an% adver)sement% for% a% BB%
cream,%the%second,%fourth%and%fiih%were%for%a%cleansing%facial%wash,%and%the%third%
was%for%a%whitening%product.%Despite%the%different%purposes%of%the%said%products,%
a%drama)c%skin%color%change%s)ll%appears%to%be%an%important%adver)sing%tool.%%
!
3.2.2.!!White!Transforma?on!
%
Other% than% the% drama)c% skin% color% change,% Pond’s% adver)sements% also%
use%“before%and%aier”%shots%in%order%to%show%transforma)on.%There%have%been%a%
few% instances% where% old% photos% of% the% endorsers% were% placed% alongside% the%
present%“Pond’s”%face.%Interes)ngly,%all%of%the%old%photos%show%no)ceably%darker%
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or%duller%skin%tones.%The%example%below%shows%the%verbal%text%accompanying%an%
instance%of%this%“white%transforma)on”:%
TEXT:%“Mikaela%Lagdameo%Mar)nez%
The%Chameleon%Beauty%2000%
her%transforma?on%through%the%years%2005%
has%endowed%her%with%wisdom%and%experience%2009%
making%her%even$more$beau?ful%2012”%(PONDS%PH,%December%28,%2012)%
%
!
There%was%a%significant%difference%between%the%2000%and%2005/2009/2012%
skin%tones%of%the%model.%She%had%no)ceably%tan%skin%in%the%first%photo,%whereas%in%
the% succeding% photos,% she% was% extremely% white—almost% unrecognizable.% This,%
however,% was% s)ll% posi)vely% portrayed% through% the% accompanying% verbal% text,%
“making%her%even%more%beau)ful.”%Such%transforma)ons%undergone%by%endorsers%
and% models% are% exhibited% in% a% favorable% light,% making% beauty% seem% like% an%
achievable%feat%through%whiteness%and,%of%course,%Pond’s%products.%
%
3.3.!!Facial!Expression,!Movement!and!Posture!
%
Facial% expression,% movement% and% posture% are% grouped% under% a% single%
category% because% of% their% inseparability.% These% three% are% usually,% if% not% always,%
manifested% in% the% same% subject:% the% actor.% Adver)sements% use% these% to% show%
human% sen)ments% and% emo)ons% towards% their% product,% therefore% highligh)ng%
the% desirability,% or% the% lack% thereof,% of% certain% ideas% and% characteris)cs.% The%
excerpts% below% are% evidences% of% the% use% of% facial% expression,% movement% and%
posture%as%manipula)ve%tools%that%alter%percep)on.%
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3.3.1.!!Discontentment!with!Dark!Skin!
$
People%play%an%important%role%in%the%execu)on%of%adver)sements%because%
they% showcase% emo)ons% that% are% unachievable% by% mere% anima)ons.% The%
presence% of% people% in% adver)sements% highlights% the% desirability% of% products,%
making%them%seem%like%a%necessity%in%the%course%of%everyday%life.%Through%facial%
expression,% movement% and% posture,% ideologies% can% easily% be% portrayed.% An%
excellent%example%is%the%excerpt%below:$
%
Voice%Over:%Don’t%let%dark,$oily$skin$stop%you%from%glowing!%[…]%
Lyrics:%I%face%everything!%
Voice%Over:%With%Pond’s%White%Beauty%Cream!%(PONDS%PH,%
January%1,%2013)%
%
The%actor%in%the%video%indicated%above%showed%discontentment%with%her%
dark%oily%skin%through%frowning,%slumping,%and%trying%to%hide%from%other%people.%
The%ac)ons%done%here%easily%associated%a%feeling%of%shame%with%dark%skin.%
However,%upon%use%of%Pond’s,%the%actor%was%visibly%shades%lighter,%and%was%also%
happier%and%more%confident.%She%was%shown%dancing%to%the%lyrics%of%the%song,%“I%
face%everything!”%Another%example%of%this%is%the%excerpt%below.%This,%however,%
shows%a%more%subtle%but%equally%effec)ve%representa)on.$
Speaker%1:%Looking%back,$I$didn’t$think$I$could$become$more$
beau?ful.%%
Speaker%2:%I%was%content%with%my%whitening%soap.%
Speaker%3:%Un)l%I%found%Pond’s.%(PONDS%PH,%July%13,%2014)%
%
!
The%three%“Pond’s%Girls”%or%Pond’s%endorsers%all%appeared%to%be%troubled%
when%they%made%the%following%statements,%making%their%discontentment%over%
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their%former%skin%color%quite%apparent.%They%switch%moods,%however,%upon%their%
discovery%of%Pond’s.%
!
3.3.2.!!Confidence!in!Smooth,!White!Skin!
%
From% the% same% adver)sement,% the% three% endorsers% were% shown% smiling%
and%laughing,%evidently%happier%and%more%content%with%their%whiter%skin.%The%first%
speaker%concludes%the%video%by%saying,%“May$igaganda$pa$pala$ako.$(“I%could%s)ll%
become% more% beau)ful.”)”$ $ White% skinned% girls% are% portrayed% with% happier%
moods%and%with%more%confident%stances%in%Pond’s%adver)sements.%Pond’s%Girls,%
each%of%them%with%white%skin,%are%portrayed%as%strong,%beau)ful%women%who%are%
sa)sfied% with% their% skin% color.% Closehup% shots% of% these% endorsers% are% commonly%
used,% and% they% are% shown% touching% their% face% and% smiling% to% the% camera.% One%
adver)sement% ends% the% scene% with% a% voice% over% saying,% “The% Philippines'% Most%
Beau)ful%Faces…%share%one%secret.”%
!
3.4.!!Music!
%
Music% is% similar% to% language% in% the% sense% that% it% also% has% “discrete% units%
(notes)% which% can% be% combined% in% different% ways% along% a% )mehline%
(melody)”%(Cook,%2001,%p.%50).%However,%unlike%language,%these%combina)ons%do%
not% have% specific,% generally% accepted% meanings.% Cook% explains% it% with% this%
analogy:% “Music% has% syntax,% but% no% seman)cs”% (p.% 50).% Because% of% this,%
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interpreta)ons% regarding% music,% especially% those% without% lyrics,% may% vary% with%
each%social%group,%and%even%more%so%with%individuals.%Yet,%music%s)ll%proves%to%be%
an% important% element% of% adver)sing% discourse% because% it% can% evoke% emo)ons%
and%even%suggest%associa)ons%with%different%places,%events,%situa)ons,%people,%or%
images.%It%also%increases%the%impact%of%an%adver)sement%and%supports%meanings%
and%connota)ons%being%conveyed.%%
%
In% the% case% of% Pond’s% Philippines% Youtube% adver)sements,% music% was%
essen)al%in%highligh)ng%the%a2rac)veness%of%white%skin.%Sound%effects%were%%used%
as% an% intensifying,% supplementary% component% in% drama)c% skin% color% changes%
(refer% to% 5.2.1.).% These% are% typically% light,% seraphic% music% and% are% played% during%
the%“ripple%effect”%that%presumably%indicates%the%use%of%a%Pond’s%product.%
!
3.5.!Pond’s!Philippines:!The!Brand!
%
An% inhdepth% examina)on% of% the% Pond’s% Philippines% brand,% its% endorsers%
and%its%products%are%crucial%in%the%execu)on%of%the%second%stage%of%Fairclough’s%
CDA% (2001)% model,% interpreta?on.$ This% stage% provides% a% muchhneeded% glimpse%
from%the%perspec)ve%of%the%adver)sers,%and%as%well%as%a%deeper%understanding%of%
the% Pond’s% philosophy,% its% brand% objec)ves,% and% target% market,% in% order% to%
examine% the% immediate% condi)ons% of% the% situa)onal% contexts% of% the%
adver)sements.%
!
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PAGE
The% Pond’s% brand% is% owned% by% Unilever,% a% Bri)shhDutch% mul)na)onal%
company% that% offers% their% products% to% over% 190% countries% worldwide.% However,%
according%to%the%official%Pond’s%Philippines%Facebook%page%(2015),%Pond’s%is%a%face%
care%brand%that%offers%revolu)onary%lines%of%beauty%product%that%are%specifically%
for% “Asian% women.”% Pond’s% is% sold% not% only% across% the% Philippines,% but% also% in%
other% Asian% countries% such% as,% Japan,% India,% and% Thailand,% among% others.%
Interes)ngly,% there% is% a% bigger% demand% for% skinhwhitening% products% in% the% Asian%
market.% This% is% linked% to% the% beauty% and% skin% color% ideologies% in% Asia,% in% which%
white%skin%is%tradi)onally%associated%with%“higher%social%status%and%wealth”%(Pan,%
2013,%p.%6).%
%
It%is%also%stated%in%the%Pond’s%Facebook%page%that%its%mission%is%to%“create%
an%impact%in%the%lives%of%women%through%visible$transforma?on—not%only%in%the%
way% they% look% but% also% in% the% way% they% live% their% lives.”% Visible% transforma)on,%
indeed,% is% very% evident% in% the% Pond’s% Youtube% adver)sements.% It% is% manifested%
through% lexical% choice,% seman)c% prosody,% color% pale2e,% facial% expression,%
movement%and%posture,%and%music,%as%stated%in%the%analysis%above.%
!
3.5.1.!!Pond’s!Girl!
%
Many%of%the%famous%personali)es%(celebri)es,%models,%singers,%actresses)%
in% the% Philippines% are% either% mes?za,% halfhwhite,% or% extremely% lighthskinned%
(Hunter,%2011).%Similarly,%the%Pond’s%brand%endorsers,%or%Pond’s%Girls,%as%they%are%
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more% popularly% called,% are% mainly% of% light% skin% tones.% The% excep)ons% with%
“morena”%skin,%however,%s)ll%belong%to%the%“whiter”%end%of%the%spectrum.%These%
include%Toni%Gonzaga%and%Laureen%Uy,%to%name%a%few.%Other%famous%Pond’s%girls%
include% Jasmine% Cur)shSmith,% a% FilipinohAustralian% actress,% and% Julia% Barre2o,%
described% in% several% Pond’s% Youtube% adver)sements% to% have% “Koreanhlike%
fairness”% (2013).% Likewise,% Pan% (2013)% notes% that% East% Asian% women,% especially%
those%of%Chinese,%Japanese%and%Korean%descent,%tend%to%enjoy%a%“high%status”%(p.%
21)% because% of% their% skin% color,% whereas% other% Asian% women% with% darker% skin,%
such%as%Filipinos%and%Indonesians,%are%relegated%to%secondhclass%ci)zen%posi)ons.%
!
3.5.2.!!Pond’s!Products!
$
According%to%the%Pond’s%official%website%(2015),%products%are%sorted%into%
four% major% product% categories,% namely:% Whitening,% Cleansing,% An)haging% and%
Hydra)on.%The%different%lines%of%beauty%and%skin%care%products,%however,%do%not%
necessarily%follow%the%categories%as%a%whole.%The%four%main%product%lines%are%as%
follows:% (1)% Pond’s% Age% Miracle,% (2)% Pond’s% White% Beauty,% (3)% Pond’s% Flawless%
White,% and% (4)% Pond’s% Clear% Solu)ons.% It% is% noteworthy% that% two% of% the% four%
product% lines% explicitly% have% “white”% in% their% names,% while% there% was% no%
indica)on%of%“hydra)on”%in%any%of%them.%%
!
!
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3.6.!!Skin!Whitening!Culture!
%
The% beauty% and% skin% color% ideologies% of% Filipinos,% of% course,% cannot% be%
a2ributed%to%Pond’s%Philippines%alone,%for%these%have%existed%long%before%the%age%
of%skin%and%beauty%care.%Hunter%(2007)%ascribed%these%ideologies%to%the%colonial%
history% of% the% Philippines,% which% includes% more% than% three% centuries% of% Spanish%
rule.% Filipinos,% or% indios,% as% they% were% called% by% the% Spaniards,% were% greatly%
discriminated%against%and%were%downgraded%to%secondhclass%ci)zens.%Other%than%
economic%status,%poli)cal%posi)ons%and%familial%connec)ons,%skin%color%has% %also%
become% a% basis% for% discrimina)on.% Fair% or% white% skin% has% since% then% been%
associated% with% upperhclass% ci)zens,% the% Spaniards% and% the% Mes?zos% (halfh
Filipino,% halfhSpanish),% whereas% dark% skin% was% associated% with% secondhclass%
ci)zens—Filipinos% s)gma)zed% as% poor% laborers.% Fanon% (1952)% explains% that%
colonized% socie)es% easily% adopt% the% culture% and% beliefs% of% their% colonizers%
because% of% their% collec)ve% inferiority% complex% resul)ng% from% the% “death% and%
burial% of% [their]% local% cultural% originality”% (p.% 9).% Filipinos,% therefore,% have%
developed% a% mindset% that% associates% dark% skin% withp% undesirability% and%
inferiority.% This% ideology% has% been% passed% on% from% genera)on% to% genera)on,%
hence,% the% prominent% but% largely% transformed% presence% of% colorism% in% the%
modern%Filipino%society.%
%
Today,%colorism%is%no%longer%manifested%through%direct,%aggressive%acts%of%
discrimina)on,% but% has% evolved% into% subtler,% more% passivehaggressive% moves.%
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Colorism% con)nues% to% thrive% through% consumerism,% as% it% has% introduced%
countless% products% that% support% the% demand% for% white% skin% (David,% 2008).% Skin%
whiteners% in% the% form% of% facial% washes,% face% creams,% lo)ons,% body% soaps,%
capsules,%and%skin%treatments%are%conveniently%available%in%the%market%today,%as%
different%beauty%and%skin%care%brands%con)nue%to%compete%for%the%a2en)on%and%
patronage%of%consumers%through%effec)vely%aggressive%adver)sing.%%
!
3.6.1.!Mes?za!Beauty"
$
Pond’s% Philippines% has% never% explicitly% stated% a% preference% for% the%
“mes?za”% beauty,% understandably% so,% as% it% caters% to% the% majority% of% Filipino%
women.%However,%there%is%an%apparent%par)ality%for%mes?zahlooking%Pond’s%Girls.%
Suppor)ng% this% claim,% as% seen% below,% is% a% statement% from% Pond’s% Girl% Toni%
Gonzaga,%extracted%from%a%Youtube%adver)sement%used%in%the%Pond’s%Philippines%
campaign,%#Beau)fulStory:%
Speaker%1:%Never%in%my%wildest%dreams,%na%naisip%ko%na%I%could%
be%a%Pond’s%girl;%
(Never$in$my$wildest$dreams$have$I$imagined$that$I$could$be$a$
Pond’s$girl)$
because% before% when% I% would% linehup% for% % Pond’s% VTR,% for%
commercials,%ang%dami%talagang%magaganda.%
(because$ before$ when$ I$ would$ line2up$ for$ Pond’s$ VTR,$ for$
commercials,$there$were$so$many$beau?ful$[girls].)$
And%I%never%thought%to%myself%na%pwede%akong%maihelera%do’n%
sa%mga%models,%yung%mga%mes)za.%
(And$I$never$thought$to$myself$that$I$could$ever$be$at$par$with$
those$models,$those$mes?zas.)$
Sabi%ko,%“Tsk,%kalian%kaya%pwede%ang%Filipina%beauty%to%endorse%
Pond’s?”%%
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(I$said,$“Tsk,$when$can$a$Filipina$beauty$endorse$Pond’s?)$
(PONDS%PH,%July%10,%2014)%
$
!
This% campaign% is% hinged% on% the% “may$ igaganda$ pa$ pala$ ako”$ (“I% didn’t%
think%I%could%become%more%beau)ful”)%concept,%in%which%endorsers%narrate%their%
“#Beau)ful%Story”%of%transforma)on%as%a%Pond’s%Girl.%It%can%be%deduced%through%
this% extract% that% prior% to% Toni% Gonzaga’s% (Speaker% 1)% contract% with% Pond’s%
Philippines,% mes?zas$ were% the% common% endorsers% and% models.% Her% rhetorical%
ques)on% towards% the% end% of% the% extract% expresses% her% selfhiden)fica)on% as% a%
“Filipina% beauty”% as% well% as% her% aspira)on% to% endorse% Pond’s.% Interes)ngly,%
however,%Gonzaga%had%no)ceably%white%or%fair%skin.%Pond’s,%despite%veering%away%
from%the%typical%mes?za$look,%promotes%an%indirect%associa)on%between%“Filipina%
beauty”%and%fairness.%
!
3.6.2.!!Korean!Craze!
$
In% recent% years,% the% presence% of% Korean% culture% in% the% Philippines% has%
been% increasingly% evident.% The% first% “wave”% (p.% 13)% came% in% the% form% of%
Koreanovelas%(drama%TV%shows),%and%was%soon%followed%by%the%KhPop%sensa)on%
(music),%Korean%online%games,%cosplaying%of%Korean%characters%and%the%increasing%
number% of% Korean% tourists% and% migrants% (Flores,% 2012).% These% resulted% to% an%
upsurge% of% remakes% of% Korean% television% shows,% the% establishment% of% Korean%
fandoms% (fan% clubs)% for% KhPop,% several% a2empts% at% PhPop% (PinoyhPop% music),% an%
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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increased% patronage% of% Korean% products,% and% a% no)ceable% collec)ve% affinity%
towards%all%things%Korean.%
%
This% Korean% craze% was% adopted% by% no% less% than% the% adver)sing% industry.%
While% several% Pond’s% Philippines% adver)sements% were% no)ceably% similar% to%
Koreanovelas,% what’s% more% interes)ng% is% how% “Koreanhwhite”% has% been%
repeatedly%associated%with%beauty%standards.$
Speaker%1:%Korea%is%so%beau)ful!%%
Speaker%2:%(in%Korean)%So$translucent!%
Speaker%3:%You%fans%even%here%in%Korea?%
Speaker%1:%No.%It’s%the%translucent,%rosyhwhite%effect.%
Voice% Over:% New% Pond’s% White% Beauty% Cream!% With% Korean%
Ginseng% and% Saffron% Essence% that% purifies% skin% layer% by% layer.%
Gives% skin% a% rosyhwhite% glow!% Now,% get% Korean2white$ fairness!%
(PONDS%PH,%August%2,%2013)%
%
!
The% excerpt% above% shows% Pond’s% Girl% Julia% Barre2o% (Speaker% 1)% as% she%
tours% around% a% mall% in% Korea% with% a% friend.% A% Korean% boy% (Speaker% 2)% stares% in%
awe% and% mu2ers% “So% translucent!”% in% Korean,% promp)ng% Julia’s% friend% to% ask%
whether%she%also%had%fans%in%Korea.%Julia%denies,%insis)ng%that%it%was%the%work%of%
Pond’s%“translucent,%rosyhwhite%effect.”%The%voice%over%ends%the%video%with%“Now,%
get%Koreanhwhite%fairness!”%
%
There% are% two% points% in% this% video% to% be% considered:% 1)% The% apparent%
immediate%a2rac)on%of%the%Korean%boy%to%Filipina%Pond’s%Girl%Julia%Barre2o%due%
to% her% “translucent”% skin,% and% 2)% the% emphasis% on% “Koreanhwhite% fairness.”%
Korean% skin% was% subtly% aggrandized% using% facial% expressions,% movement% and%
gesture,%as%well%as%lexical%choice.%Perhaps%it%was%to%appeal%to%the%growing%market%
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of% Korean% culture% enthusiasts,% thus% extending% beyond% the% usual% “rosyhwhite%
glow”% descrip)on% and% tapping% into% the% idea% of% Korean% whiteness.% This% can% be%
seen% as% a% manifesta)on% of% a% societal% process% of% struggle% (Fairclough,% 2001),% in%
which%there%was%a%notable%par)ality%for%ethnic%characteris)cs%thought%to%be%more%
superior%than%their%own.%
%
Much% like% the% emphasis% on% Korean% whiteness,% the% presence% of% the%
ingredient%Korean%Ginseng%was%also%largely%stressed%in%numerous%adver)sements.%
The%excerpts%below%show%three%separate%instances%of%this:%
1. “From% the% Pond’s% ins)tute:% Pond’s% Detox% is% now% Pond’s%
White% Beauty% for% Acnehprone% skin.% With% Korean% Ginseng.%
Purifies%to%fade%pimple%marks%and%whiten%skin.”%(PONDS%PH,%
January%24,%2014)%
2. “From%the%Pond’s%Ins)tute:%New%Pond’s%White%Beauty%with%
Korean% Ginseng.% Gives% a% rosyhwhite% glow% plus% SPF% 15% that%
helps% protect% from% the% sun% in% a% smooth% powder%
finish!”%(PONDS%PH,%May%24,%2014)%
3. “Narrator:%From%the%Pond’s%ins)tute:%Pond’s%White%Beauty.%
With% Korean% Ginseng.% Purifies% skin% for% a% rosyhwhite% glow,%
and%gives%a%powderhfinish%you%could%instantly%feel.”%(PONDS%
PH,%July%13,%2014)%
%
!
While% this% is% honest,% accurate% adver)sing,% the% emphasis% on% Korean%
Ginseng% does% not% only% serve% as% a% piece% of% informa)on,% as% it% also% u)lizes% the%
appeal%of%Korean%concepts%to%the%Member’s%Resources%(MR)%(Fairclough,%2001)%of%
the%rela)vely%large%following%of%Korean%culture.%Koreans,%especially%those%known%
to% Filipinos% through% pop% culture,% are% typically% whitehskinned% and% fair.% The% mere%
use% of% the% word% “Korean”% in% Korean% Ginseng,% therefore,% indirectly% connotes%
whiteness.%
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3.7.!!Valida?on!
%
Establishing%connec)ons%between%texts,%connota)ons%and%ideologies%are%
quite%difficult%to%achieve%with%adver)sing%discourse%because%meanings%are%highly%
dependent%on%each%individual’s%interpreta)on.%According%to%Cook%(2001),%due%to%
the%predictable%but%unprovable%nature%of%adver)sing%discourse,%data%analysis%can%
only%be%validated%by%reaching%a%consensus%among%viewers%or%audiences.%In%order%
to%verify%the%findings%of%this%study,%a%survey%was%conducted%among%100%Youtube%
users% who% have% watched% and% is% familiar% with% a% Pond’s% YouTube% adver)sement.%
Addi)onally,%in%order%to%observe%objec)vity%in%the%valida)on%process,%interviews%
were% conducted% among% six% adver)sing% prac))oners,% of% which% three% have% had%
experience%with%Pond’s%adver)sement%produc)on.%
!
3.7.1.!Survey!
%
Respondents% were% surveyed% regarding% their% percep)on% of% the% Pond’s%
brand%and%the%role%of%Pond’s%Philippines%adver)sements%in%the%establishment%and%
maintenance% of% the% beauty% ideologies% of% Filipinos.% Respondents% were% given% the%
chance%to%express%their%personal%opinions%through%an%openhended%ques)on%(See%
Appendix%C).%
!
!
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
Cleansing
Anti-aging
Hydration
PAGE
Whitening
18%
61%
20%
1%
Figure$2.%%The%associa)on%of%the%Pond’s%brand%to%its%product%categories%
%
Interes)ngly,% despite% the% diversity% of% Pond’s% product% lines,% the% most%
popular% category% for% the% respondents% was% Whitening% (see% Figure% 2).% Similar% to%
the%findings%presented%in%Chapter%5.1.3.,%Respondent%No.%9%explains%that%this%can%
be% a2ributed% to% the% product% names,% in% which% the% majority% includes% the% word%
“white.”% She% says,% “it% focuses% too% much% on% "White% Beauty"% (they% even% have% a%
product%with%that%name).”%%Some%examples%of%these%products%are%“White%Beauty%
Pond’s%Pearl%Cleansing%Gel,”%“Flawless%White%Visible%Lightening%Day%Cream,”%and%
“Flawless%White%Ultra%Luminous%Serum”%(Pond’s,%2015).%
%
Respondent%No.%12’s%answer,%on%the%other%hand,%conforms%to%the%findings%
presented% in% Chapter% 5.5.1.,% in% which% it% has% been% stated% that% Pond’s% Girls% are%
typically% mes?za,% halfhwhite,% or% extremely% lighthskinned.% She% states,% “The% way%
that% adver)sements% like% these% always% use% Filipina% models/actresses% of% mixedh
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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foreign% heritage% or% models/public% figures% who% already% have% whiterhthanhtheh
na)onalhaverage% skin% implies% to% watchers% that% if% you% want% to% be% superior% in%
beauty,% you% have% to% be% whiter% […].”% Respondent% No.% 96% shares% the% same%
sen)ments,%and%states%that%she%“cannot%remember%any%morena$Pond’s%girl.”%
%
Moreover,%because%of%the%manner%in%which%it%highlights%the%synonymity%of%
“fairness”% and% “a2rac)veness”% (Respondent% No.% 67),% it% becomes% almost%
inevitable% not% to% associate% the% Pond’s% brand% itself% with% skin% whitening,% despite%
the%existence%of%its%technically%nonhwhitening%products.%
Positive
Negative
Not Specified
5% 12%
83%
Figure$3.%Effects%of%Pond’s%adver)sements%on%percep)ons%on%beauty%and%skin%
color%
%
Out% of% the% 100% respondents,% only% five% oppose% to% the% claim% that% Pond’s%
Philippines% adver)sements% affect% the% beauty% and% skin% color% ideologies% of%
Filipinos.%Respondent%No.%57%claims%that%Pond’s%products%don’t%appeal%to%her%as%
“beauty% products,”% and% so% it% fails% to% affect% her% ideologies% on% beauty% and% skin%
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PAGE
color.%In%her%personal%opinion,%Pond’s%products%cater%to%the%cleansing%needs%of%its%
consumers,%nothing%more.%
%
Now,%among%the%95%respondents%who%otherwise%agree,%a%great%majority%of%
83%% believe% that% Pond’s% Philippines% adver)sements% nega)vely% affect% Filipinos’%
percep)on%on%beauty%and%skin%color%(See%Figure%3).%Respondent%No.%9%describes%
these% adver)sements% as% “unhealthy”% because% they% set% “unnatural% standards% of%
beauty”% that% nega)vely% affect% the% selfhesteem% and% selfhimage% of% darkerhskinned%
Filipinos.%She%also%notes%that%these%sustain%the%colonialist%idea%that%Filipinos%are%
inferior% to% the% “whites.”% Several% respondents% have% noted% that% Pond’s% promotes%
the%idea%that%the%whiter%her%skin,%the%more%beau)ful%the%woman%is.%%
%
The% survey% results% support% the% claim% that% Pond’s% Philippines% YouTube%
adver)sements% do% play% a% crucial% role% in% the% maintenance% of% colorism% in% the%
Filipino%society.%Due%to%the%popularity%of%the%brand,%combined%with%the%influence%
of%the%endorsers,%a%generally%nega)ve%connota)on%is%con)nually%associated%with%
dark%skin,%whereas%white%skin%is%consistently%exalted%as%a%beauty%standard%among%
Filipinos.%
!
3.7.2.!Interview!
%
In% order% to% fully% examine% the% rela)onship% between% text% and% interac)on,%
opinions% and% perspec)ves% must% be% analysed% from% both% ends% of% the% discourse.%
While%the%survey%sec)on%focused%on%audience%percep)on,%the%interviews,%on%the%
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other% hand,% focused% on% the% par)cipants% behind% the% adver)sements% (See%
Appendix%D).%
%
All% six% interviewees% believe% that% adver)sements,% in% general,% are% highly%
influen)al% mediums.% They% also% recognize% the% ability% of% adver)sements% to%
manipulate% ideologies% and% affect% perspec)ves% of% people.% Interviewee% No.% 3,% a%
former% producer% of% Pond’s% print% adver)sements,% states% that% adver)sements%
“some)mes%set%the%norm%or%what%is%acceptable%in%our%society.”%In%the%context%of%
beauty% and% skin% care% ideologies,% on% the% other% hand,% she% explains% that% “they%
[adver)sements]%feed%people%the%defini)on%of%what%is%beau)ful.”%
%
Interviewee%No.%5,%a%crea)ve%director%of%an%adver)sing%firm,%believes%that%%
the% Pond’s% brand% influences% the% Filipino% society’s% ideologies% by% exploi)ng% its%
tendency% to% be% a% “starstruck% na)on.”% The% endorsers% and% celebri)es% play% a% very%
crucial% role% in% shaping% the% beliefs% of% Filipinos,% most% especially% on% beauty.%
Addi)onally,% Interviewee% No.% 4,% a% copywriter% for% past% Pond’s% adver)sements,%
states% that% big% brands% such% as% Pond’s% have% the% power,% money% and% reach% to%
become%major%influencers%in%the%beauty%ideologies%of%Filipinos.%
%
When%asked%about%the%characteris)cs%they%would%look%for%when%cas)ng%a%
prospec)ve%Pond’s%model,%the%following%were%answered:%1)%fair%skin%with%natural%
glow%and%no%visible%pores,%2)%pre2y%face,%3)%perfect%smile%and%perfect%teeth,%4)%no%
eye%bags,%and%5)%not%hairy.%Seemingly,%these%are%a2ributes%that%concur%with%the%
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exis)ng% beauty% standards% in% the% Filipino% society,% with% fair% skin% being% the% most%
important%of%all.%
%
Based% on% the% interview% responses,% it% can% be% concluded% that% Pond’s%
Philippines%adver)sements%are%inten)onally%produced%to%address%and%to%maintain%
the%exis)ng%demand%for%white%skin.%It%must%be%noted,%however,%that%adver)sing%
professionals,%despite%their%individual%stances%on%colorism,%are%s)ll%bound%by%the%
requirements%of%the%brand%they%sell.%
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Chapter!4!
Conclusion!
!
%
Evalua)ng% the% verbal% and% visual% texts% employed% in% the% gathered% data,% it%
was% deduced% that% Pond’s% Philippines% YouTube% adver)sements% construct%
rela)onships% between% beauty% and% skin% color% ideologies% through% the% following:%
lexical%choice%and%seman)c%prosody,% %color%pale2e,%facial%expression,%movement%
and% posture,% and% music.% The% lexeme% “white”% has% been% repeatedly% used% in%
adver)sements% and% was% consistently% associated% with% words% with% favorable%
connota)ons%such%as%“flawless,”%“beau)ful,”%“perfect,”%and%%“translucent,”%as%well%
as%the%popularized%concept%of%a%“rosyhwhite%glow.”%There%was%also%an%observable%
consistency%with%Pond’s%branding,%in%which%majority%of%their%products%contain%the%
word% “white.”% This% was% the% same% for% the% characteriza)on% of% ideal% skin.% In%
contrast,% “dark”% skin% has% been% portrayed% nega)vely% in% several% instances.%
Generally,% it% seems% that% verbal% texts% promote% unfavorable% connota)ons% about%
dark% skin,% and% manifest% an% evident% par)ality% for% white% skin.% Visual% texts,% on% the%
other% hand,% support% these% manifesta)ons% by% verbal% texts.% Drama)c% skin% color%
changes%and%“white%transforma)on”%were%staples%in%Pond’s%Philippines%YouTube%
adver)sements,% as% these% were% devices% that% highlighted% the% darkhtohwhite%
transi)on%made%possible%by%the%use%of%Pond’s%products.%Addi)onally,%commercial%
models% and% endorsers% use% their% facial% expressions,% movement% and% posture% to%
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establish% what% is% desirable% and% what% is% not,% therefore% crea)ng% a% standard% of%
beauty.% Lastly,% music% was% used% to% increase% the% impact% of% adver)sements% by%
accompanying%other%verbal%and%visual%elements%in%the%videos.%
%
Popular% culture% references% were% also% u)lized% in% several% adver)sements.%
The%idea%of%“Korean%whiteness”%was%used%to%further%elevate%the%status%of%white%
skin%by%repeatedly%associa)ng%Pond’s%products%with%Korean%culture%and%Koreans%
in% general.% Numerous% Pond’s% Philippines% YouTube% adver)sements% capitalize% on%
Korean%beauty%and%fairness%due%to%its%rising%popularity%and%increasing%following.%
Pond’s% Girls% were% also% important% factors% to% consider.% The% endorsers% of% Pond’s%
Philippines% are% comprised% of% the% biggest% names% in% the% entertainment% industry,%
thus%effec)vely%appealing%to%the%masses.%Because%these%celebri)es%are%typically%
mes?za$ % or% extremely% lighthskinned,% the% standards% of% beauty% for% Filipinos% are%
easily%dominated%by%the%need%for%white%skin.%
%
The% survey% results% support% the% claim% that% colorism% is% rampant% in% the%
Philippines% and% that% prejudices% against% dark% skin% con)nuously% thrive% through%
adver)sing% discourse.% It% must% be% noted,% however,% that% colorism% in% the% country%
cannot%be%solely%a2ributed%to%Pond’s%Philippines%YouTube%adver)sements.%There%
is%also%the%case%of%a%longhestablished%colonial%mentality%in%which%people%of%dark%
skin% have% been% relegated% to% “secondhclass% ci)zens.”% The% role% of% Pond’s%
Philippines,% therefore,% lies% not% in% the% establishment% of% beauty% and% skin% color%
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ideologies,% but% rather% in% the% maintenance% of% the% colorist% mentality% among%
Filipinos.%
%
Desirably,%future%research%on%colorism%and%beauty%ideologies%could%focus%
on%other%mediums,%such%as%print,%television%and%radio.%Pond’s%Philippines%remains%
a%good%case%study%because%of%its%popularity%among%Filipinas%and%its%wide%array%of%
celebrity% endorsers,% however,% contras)ve% analyses% between% different% brands%
would% perhaps% show% more% variety% in% findings.% Future% researchers% may% also% go%
beyond% beauty% and% skin% care% brands,% and% delve% into% the% rising% popularity% of%
glutathione%capsules%and%whitening%services%by%dermatologists.%
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References!
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Alcala,%S.M.%&%Najar,%N.%(2013).%Changing$No?ons$of$Beauty:$Media$Portrayal$and$
Skin$ Percep?on$ (Unpublished% Thesis).% Ateneo% de% Zamboanga% University,%
Zamboanga%City.%
!
An)hDefama)on% League.% (2001).% Racism.% Retrieved% from% h2p://archive.adl.org/
hatehpatrol/racism.html#.VBcDhC6SyRM%
!
Batongbakal,% L.% (2015).% A$ Brief$ History$ of$ Filipinos’$ Obsession$ With$ White$ Skin.%
Retrieved% March% 19,% 2015% from% h2p://www.filipiknow.net/filipinoh
obsessionhwhitehskin/%
!
Blay,% Y.% A.% (2011).% Skin% Bleaching% and% Global% White% Supremacy:% By% Way% of%
Introduc)on.%The$Journal$of$Pan$African$Studies,$4(4),%pp.%4h46%%
!
Bloor,% M.% &% Bloor,% T.% (2007).% The$ Prac?ce$ of$ Cri?cal$ Discourse$ Analysis.$ London:%
Hodder%Educa)on.%
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Burton,%L.,%BonillahSilva,%E.,%Ray,%V.,%Buckelew,%R.%&%Freeman,%E.%H.%(2010).%Cri)cal%
Race%Theories,%Colorism,%and%the%Decade’s%Research%on%Families%of%Color.%
Journal$of$Marriage$and$Family,$72,%pp.%440h459%
!
Castro,% F.% (2004).% The$ Ideology$ of$ Color% (magazine% ar)cle).% Retrieved% from%
www.literalmagazine.com/english_post/thehideologyhofhcolor/%
!
Chand,% P.% &% Chaudhary,% S.% (2012).% Adver)sing% discourse:% Studying% crea)on% and%
percep)on% of% meaning.% Interna?onal$ Journal$ of$ English$ and$ Literature$$
3(2),%pp.%40h49.%
!
Cook,%G.%(2001).%The%Discourse%of%Adver)sing%(2nd%ed.).%New%York,%NY:%Routledge.%
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David,%R.%(2008).%The$‘epidermaliza?on$of$inferiority’.%Retrieved%March%19,%2015%
from% h2p://opinion.inquirer.net/inquireropinion/columns/view/
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!
De%FiestahMateo,%F.%(2012).%The$Magnet$of$Korean$Television$Dramas:
The$ Percep?ons$ of$ the$ Culture$ Industry$ Prac??oners.% Poster% session%
presented%at%the%%forum%on%the%Impact%of%Korean%Wave%in%the%Philippines,%
Maka)%City,%Philippines.%
!
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De%Wet,%C.%(2001).%A%media%discourse%analysis%of%racism%in%South%African%schools.%
Interna?onal$Educa?on$Journal,$2(5),%pp.%98h112%
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Fairclough,%N.%(1989).%Language$and$Power.%London:%Longman.%
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Fairclough,%N.%(1992).%Discourse$and$Social$Change.$Cambridge:%Polity%Press.%
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Fairclough,%N.%(1995).$Media$Discourse.$London:$Edward$Arnold$Publishers$Ltd.$
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Fairclough,%N.%(2001).%Language$and$Power%(2nd%ed.).%London:%Longman.%
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Fairclough,% N.% (2013).% Cri)cal% Discourse% Analysis.% In% J.P.% Gee% and% M.% Handford%
(Eds.),%The$Routledge$handbook$of$Discourse$Analysis$(pp.%1h14).%London:%
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Fanon,%F.%(1952).%Black$Skin,$White$Masks.%Retrieved%March%19,%2015%from%h2p://
abahlali.org/%
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Flores,%M.C.%(2012).%Korean$Wave:$the$Great$Splash$on$Philippine$Popular$Culture$
and$Life.%Poster%session%presented%at%the%%forum%on%the%
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Impact%of%Korean%Wave%in%the%Philippines,%Maka)%City,%Philippines.%
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Gabrovšek,% D.% (2007).% Connota)on,% Seman)c% Prosody,% Syntagma)c% Associa)ve%
Meaning:% Three% Levels% of% Meaning.$ Studies$ in$ the$ English$ Language$ and$
Literature$in$Slovenia,$4(1h2),%pp.%9h28%
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Goddard,% A.% (2002).% The$ Language$ of$ Adver?sing% (2nd% ed.).% New% York,% NY:%
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Griffin,% G.% (2007).% The$ Uses$ of$ Discourse$ Analysis$ in$ the$ Study$ of$ Gender$ and$
Migra?on%(Unpublished%Thesis).%University%of%York.%Heslington,%England.%
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Harris,%A.%(2008).%From%Color%Line%to%Color%Chart:%Racism%and%Colorism%in%the%New%
Century.% Berkeley$ Journal$ of$ African2American$ Law$ &$ Policy,$ 10(1),% pp.%
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Harrison,% M.% (2010).% Colorism:% The% Oien% Undiscussed% “hism”% in% America’s%
Workforce.%The$Jury$Expert,$22(1),%pp.%67h77%
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Henry,% F.% &% Tator,% C.% (2000).% Racist$ Discourse$ In$ Canada’s$ English$ Print$ Media$
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englishhprinthmediahenhgbh1%
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%
Hochschild,%J.,%Burch,%T.%&%Weaver,%V.%(2004).%Effects$of$Skin$Color$Bias$in$SES$on$
Poli?cal$ Ac?vi?es$ and$ Amtudes$ (Unpublished% Master’s% Thesis).% Harvard%
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!
Hunter,% M.% (2007).% The% Persistent% Problem% of% Colorism:% Skin% Tone,% Status,% and%
Inequality.%Sociology$Compass,$1(1),%pp.%237h254%
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Hunter,%M.%(2011).%Buying%Racial%Capital:%Skin%Bleaching%and%Cosme)c%Surgery%in%
a%Globalized%World.%The$Journal$of$Pan$African$Studies,$4(4),%pp.%142h164%
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Internet% Movie% Database.% (2014).% Internet$ Movie$ Database$ Glossary.$ Retrieved%
from%h2p://www.imdb.com/glossary/S%
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Janks,%H.%(1997).%Cri)cal%Discourse%Analysis%as%a%Research%Tool.%Discourse:$Studies$
in$the$Cultural$Poli?cs$of$Educa?on,$18(3),%pp.%329h342%
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Johnstone,%B.%(2008).%Discourse$Analysis,%2
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nd%Edi)on,%Oxford:%Blackwell.%
Jones,%T.%(2000).%Shades%of%Brown:%The%Law%of%Skin%Color.%Duke$Law$Journal,$49,%
pp.%1487h2000%
!
Kirkham,% S.% (2012).% What$ is$ Cri?cal$ Discourse$ Analysis?$ (Video).% Retrieved% from%
h2ps://www.youtube.com/watch?v=GSepFwoyUss%
!
Pan,%E.%(2013).%Beau?ful$White:$An$Illumina?on$of$Asian$Skin2Whitening$Culture$
(Unpublished%Master’s%Thesis).%Duke%University.%Durham,%North%Carolina.%
!
POND’S%(2015).%Pond’s%Philippines%Official%Facebook%Page.%Retrieved%March%17,%
2015%from%h2ps://www.facebook.com/PondsPhilippines/info?
tab=page_info%
!
Reiter,% E.% &% Sripada,% S.% (2002).% Squibs% and% Discussions:% Human% Varia)on% and%
Lexical%Choice.%%
Computa?onal$Linguis?cs,$28(4),%pp.%545h553%
!
Tahmasabi,%S.%&%Kalkhajeh,%S.G.%(2013).%Cri)cal%Discourse%Analysis:%Iranian%Banks%
Adver)sements.%Asian$Economic$and$Financial$Review,$3(1),%pp.%124h145%
!
The%Associa)on%of%Black%Psychologists.%(2013).%On$Dark$Girls.$Retrieved%June%23,%
2013%from%h2p://www.abpsi.org/pdf/
Dark_Girls_ABPsi_ARTICLE_JUNE_23_2013_Dr%20Grills.pdf%
!
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Unilever% (2015).% Unilever% PLC.% Retrieved% March% 17,% 2015% from% h2p://
www.unilever.com/%
!
Van%Dijk,%T.%(1993a).%Analyzing%racism%through%discourse%analysis.%In%J.H.%Stanfield%
and% R.M.% Dennis% (Eds.),% Race$ and$ Ethnicity$ in$ Research$ Methods% (pp.%
92h134).%London:%Sage.%
!
Van%Dijk,%T.%(1993b).%Principles%of%Cri)cal%Discourse%Analysis.%Discourse$&$Society,$
4(2),%pp.%249h283%
!
Van% Dijk,% T.% (2001).% Cri)cal% Discourse% Studies:% A% Sociocogni)ve% Approach.% In% R.%
Wodak% and% M.% Meyer% (Eds.),% Methods$ of$ Cri?cal$ Discourse$ Analysis$ (pp.%
62h86).%London:%Sage.%
!
Wodak,%R.%&%Meyer,%M.%(2001).%Cri)cal%discourse%analysis:%history,%agenda,%theory%
and%methodology.%In%R.%Wodak%and%M.%Meyer%(Eds.),%Methods$of$Cri?cal$
Discourse$Analysis$(p.%1h33).%London:%Sage.%
!
Wodak,% R.% (2002).% Aspects% of% Cri)cal% Discourse% Analysis.% Zeitschriq$ für$
Angewandte$Linguis?k,$36,%pp.%5h31%
!
Wodak,% R.% (2012).% Language,% Power% and% Iden)ty.% Language$ Teaching,$ 45(2),% p.%
215h233%
!
Zhang,% L.% (2013).% Eurocentric% Beauty% Ideals% as% a% Form% of% Structural% Violence:%
Origins%and%Effects%on%East%Asian%Women.%Delibera?ons:$A$Journal$of$First$
Year$Wri?ng$at$Duke$University,$Fall$2013,%pp.%4h11%
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PAGE
Appendix!A:!
Sample%Presenta)on%of%the%Rela)onship%Between%Verbal%and%Visual%Texts%
as%Proposed%by%Cook%(2001)%
Video!Title:%Pond's%h%A%Day%in%the%Life%with%Ms.%Earth%
Date!of!Upload:%December%17,%2012%
Running!Time:%1%min.%54%secs.%
Video!Link:%h2ps://www.youtube.com/watch?v=KdZWr8Il7c4%
Visual!Text
Frame!
No.
Verbal!Text
Plain%text
1
TEXT:%“A%Day%in%the%Life%of%Ms.%
Earth%by%Pond’s”
A%moving%shot%of%the%Ms.%Earth%
candidates
2
Background%Music:%When%I’m%
With%You%by%Abby%Asis)o
Plain%text
3
TEXT:%“A%break%from%pageant%
du)es%for%some%fun%and%TLC!”
Candidates%are%shown%gekng%up%
from%their%beds.%They%apply%
various%Pond’s%products%and%
makeup.
4
TEXT:%“Rise%and%shine%beauty%
queens!%
6:00AM”
Ms.%New%Zealand%holds%up%her%
pink%Pond’s%paper%bag%and%speaks%
while%looking%at%the%camera.%
5
Ms.%New%Zealand:%Thank%
you%Pond’s!
Candidates%are%shown%leaving%
their%hotel%and%walking%to%their%
next%des)na)on.
6
Background%Music:%When%
I’m%With%You%by%Abby%
Asis)o
Candidates%are%treated%to%a%nail%
spa%session,%and%they%are%seen%
playing%around%and%having%fun.%
All%are%made%up.%
7
TEXT:%“Enjoying%some%pampering%
and%TLC%
7:00AM”
Ms.%Philippines%is%shown%wearing%
a%tube%top.%Her%skin%is%flawlessly%
white,%smiling%to%the%camera.%
8
Ms.%Philippines:%We%feel%
like%a%queen.%We%feel%like%
a%celebrity.
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A%quick%shot%of%Ms.%Trinidad%and%
Tobago.%She%shows%off%her%nails.
9
Ms.%Trinidad%and%Tobago:%
They’re%doing%a%wonderful%
job!%
Ms.%Chine%Taipei%smiles%at%the%
camera%and%thanks%her%
manicurist.%%
10
Ms.%Chinese%Taipei:%Thank%
you%for%you,%my%nails%(are)%
shiny!
11
TEXT:%“They%love%to%snack%too!%%
10:00AM”
Ms.%Singapore%speaks%to%the%
camera,%holding%up%her%panna%
co2a.%Candidates%are%shown%
enjoying%their%meals.%%
12
Candidates%are%shown%roaming%
around%the%mall%with%their%sashes%
on.%They%visit%a%Pond’s%booth%and%
show%off%products.%They%get%their%
hair%and%makeup%done%again.
13
TEXT:%“Shopping%Galore!%
1:00%PM”
Candidates%walk%the%runway%in%a%
mall%show.%
14
TEXT:%“Gekng%ready%to%strut%
their%stuff!%
4:00PM”
Candidates%enjoy%their%food%with%
each%other.%
Group%shot%of%the%candidates.%
Ms.%El%Salvador%kisses%the%camera%
good%night.
15
TEXT:%“Ending%the%day%with%
scrump)ous%food%and%drinks!%
6:00PM”
Plain%text
16
TEXT:%“Inspiring%women%to%look%
and%feel%beau)ful…
Plain%text
17
TEXT:%“POND’S%
Philippines’%#1%Face%Care%brand%
Like%facebook.com/
PondsPhilippines”
Plain%text
18
Background%Music:%When%I’m%
With%You%by%Abby%Asis)o
!
!
!
Ms.%Singapore:%This%is%
Panna%co2a%from%Premio%
and%it’s%lovely!
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Appendix!B:!
Full%Transcrip)on%of%Extracts%
!
B1.% Date:%2014%Aug%29%
%
Title:!Pond's%Dewy%Rose%Gel%hh%Heart%Evangelista’s%Beauty%Discovery%
%
Running!?me:%0:33%
Heart$ Evangelista:% For% the% first% )me,% effec)ve% whitening% comes% in% a% refreshing%
gel.%So%irresis)ble.%I%love%it.%%
Voice$ Over:% From% the% Pond’s% ins)tute:% New% Pond’s% Dewy% Rose% Gel.% With% rose%
lumiere% serum.% Goes% deep% into% the% skin% to% lighten% dark% spots% inside,% and%
smoothen%pores%outside.%%
Heart$Evangelista:%Flawless%white%skin%I%love%to%touch.%
Voice$Over:%That’s%the%Pond’s%promise.%New%Pond’s%Dewy%Rose%Gel.%%
!
B2.%% Date:%2013%Aug%05%
%
Title:%Upload%the%perfect%selfie%with%the%new%Pond's%Acne%Clear%White!%
%
Running!?me:%0:31%
Julia$ Barre:o:$ As% a% teen,% I% get% super% conscious% about% many% oil% and% acne%
problems.%
Voice$Over:$Presen)ng%Pond’s%Ins)tute%revolu)onary%formula!%New%Pond’s%Acne%
Clear%White%10hinh1%Facial%Wash!%It%fights%10%oil%and%acne%problems%all%at%once!%
And%whitens%skin!%%
Julia$Barre:o:$Now,%I%can%take%the%perfect%selfie!%%
Voice$Over:$New%Pond’s%Acne%Clear%White%Facial%Wash.%See%your%Pond’s%Selfie%on%
a%billboard!%
!
B3.% Date:!2014%Jan%27%
%
Title:%Laureen%Uy's%#PromPerfect%Style%Tips!%
%
Running!?me:%4:48%%
Laureen$Uy:%Being%prom%perfect%is%all%about%flaun)ng%your%assets.%Body%type,%skin%
tone,% and% face.% Dress% to% fla2er,% decode% the% codes% and% work% with% themes,% and%
rock% your% look% with% some% aktude.% Understand% your% body% type,% and% dress% and%
accentuate%your%assets.%Here%are%some%common%body%types%and%a%prom%perfect%
guide%on%how%you%to%dress%and%what%suits%you%best.%Are%you%the%cute%pe)te%with%
the%)ny%shape?%Avoid%long,%billowy%gowns%and%wear%short%dresses%to%fla2er%your%
legs% and% make% you% look% taller.% Are% you% the% athle)c% type?% Try% a% dress% that%
accentuates%your%waist%and%create%an%illusion%of%curves.%Are%you%enviable,%curvy,%
and%hourhglass%shape?%Try%rocking%your%body%type%by%wearing%a%fi2ed%dress%and%
be%confident%with%your%curves.%Are%you%pearhshaped?%Draw%the%a2en)on%upward%
by%wearing%a%fi2ed%bust%and%flared%bo2om.%Choose%a%color%that%best%fits%your%skin%
tone.%Here’s%a%guide%for%chinitas,%morenas,%and%mes)zas.%Are%you%a%tan,%morena%
like%me?%I%personally%love%neutral%colors%like%brown,%gold,%and%even%white.%You%can%
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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actually% wear% white% to% show% off% your% beau)ful% skin.% Are% you% a% fairhskinned%
chinita?%Tray%wearing%berry%or%pink%tones.%They%will%bring%out%the%natural%blush%of%
your% skin% tone.% How% about% a% fairhskinned% mes)za?% Try% wearing% peach,% apricot%
shades%to%bring%out%that%warm%and%red%under%tones%of%your%skin.%Check%out%latest%
fashion% trends% as% seen% on% runways% and% worn% by% celebri)es% for% more% fashion%
inspira)on.% Be% prom% perfect% with% the% color% of% the% year,% radiant% orchid;% it’s% a%
harmony%of%fuchsia,%purple%and%pink.%Perfect%for%Pond’s%girls%like%us.%Be%bold%and%
brave.%Try%experimen)ng%by%wearing%metallics,%bold%pa2erns,%and%prints.%Look%for%
a% nohfail,% allh)me,% prom% perfect% classic.% These% are% sheer,% translucent,% chiffon%
materials%that%can%drape%nicely%on%your%body.%Decoding%dress%codes.%Relax.%Here’s%
a% prom% perfect% cheat% sheet% for% you% girls% out% there.% Number% 1:% if% your% prom% is%
going%to%be%held%in%a%hotel%or%your%dress%code%is%formal,%most%likely%it’s%going%to%
be%long%gowns;%but%2:%if%your%prom%is%going%to%be%held%in%a%country%club%or%your%
dress%code%is%cocktail,%most%likely%it’s%going%to%be%short%cocktail%dresses.%If%there%
was% no% theme% and% you% can% choose% your% own% dress;% if% you’re% a% prom% perfect%
princess,% just% choose% bright,% pastelhcolored% dresses.% If% you’re% the% prom% perfect%
vixen,%try%dark%colored%dresses%like%red,%black,%and%plum.%And%finally,%top%up%your%
look%with%some%aktude.%I%love%accessories;%and%if%you’re%the%roman)c%type,%you%
could%probably%wear%pearls,%or%dainty%necklaces,%and%probably%just,%uh,%you%could%
)e% your% bracelet% like% this.% And% if% you’re% the% bold% and% edgy% type,% like% me,% you%
would% probably% be% wearing% neon% accessories.% Something% that’s% fierce.% When% it%
comes% to% bags,% you% also% have% to% think% of% what% you’re% wearing% first.% So% if% their%
blush%tones,%gold%would%probably%go%be2er;%but%if%their%white,%you%could%actually%
go%with%silver.%Always%remember%that%it’s%always%actually%be2er%to%have%sling%on%
them,%so%whenever%you%feel%like%dancing%or%chakng%with%friends,%you%won’t%have%
a%hard%)me%holding%the%clutch%all%night.%%Walk%the%ramp%and%strut%it;%chin%up%and%
be% confident% like% you% own% the% night;% smile% and% make% eye% contact,% and% be%
confident.% You% know% every% girl’s% confidence% booster% is% a% prom% perfect% skin.% So%
make% sure% you% have% no% pimples% before% prom% night% so% you’ll% flaunt% a% beau)ful%
glow.% Start% a% prom% perfect% skin% care% regimen% at% least% a% month% before% prom.% .%
Cleanse,%tone,%and%moisturize%in%the%morning%and%at%night.%Facial%wash%cleanses%
dirt,%oil,%dead%skin%cells%that%can%cause%pimples.%Toner%removes%deep%seated%dirt,%
and% minimizes% pores;% I% like% Pond’s% White% Beauty% Toner.% Moisturize% with% Pond’s%
White%Beauty%Cream%for%a%translucent,%rosyhwhite%glow.%Translucent%skin%is%dewy,%
glowing,% and% transparent.% Plus,% it% come% in% a% powder% finish;% so% it’s% not% s)cky,%
making%your%skin%soi%and%smooth.%Being%prom%perfect%is%all%about%fla2ering%your%
assets:% skin% tone,% body% type,% and% face.% Learn% how% to% dress% the% party:% dress% to%
fla2er,% decode% the% code% and% work% with% themes,% and% rock% your% look% with% some%
aktude.%%
!
B4.%
%
Date:%2014%Feb%04%
Title:%#PromPerfect%Skincare%and%Makeup%)ps%with%Ana%Victorino%
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%
Running!?me:%3:12%
Ana$Victorino:%Need%help%on%what%to%do%with%pimples?%Can’t%decide%what%makeh
up%look%to%wear?%Don’t%panic,%you%can%s)ll%be%prom%perfect.%Prom%perfect%makeh
up% begins% with% prom% perfect% skin.% Start% a% prom% perfect% skin% care% regimen% with%
Pond’s.%Your%makehup%peg%should%match%your%dress%theme.%Makehup%is%made%to%
enhance,%not%change%your%features.%You%should%not%rely%on%makehup%to%hide%bad%
skin,% makehup% should% be% more% of% an% enhancement% than% a% coverhup.% Stop% the%
most%popular%prom%horror%stories,%pimples.%I%discovered%new%Pond’s%Acne%Clear%
White,% 10hinh1,% Facial% Wash.% It% fights% pimples,% whiteheads,% blackheads;% and%
whitens%skin.%I%has%salicylic%acid,%so%it%also%prevents%pimples.%Wet%your%face,%create%
a%lather%with%your%fingers,%and%then%massage%all%over%your%face.%At%least%a%month%
before% your% prom,% start% a% prom% perfect% skin% care% regimen.% Cleanse,% tone,%
moisturize%in%the%morning%and%at%night.%Facial%wash%cleanses%oil,%dirt,%dead%skin%
cells% that% can% cause% pimples.% Toner% removes% deep% seated% dirt,% and% minimizes%
pores;% I% like% Pond’s% White% Beauty% Toner.% Pond’s% White% Beauty% Cream% is% a% great%
product%to%start%with.%It%gives%us%translucent%and%rosyhwhite%glow.%Translucent%skin%
is% dewy,% glowing,% and% transparent.% Plus,% it% come% in% a% powder% finish;% so% it’s% not%
s)cky!% It’s% very% important% to% moisturize% before% you% apply% makehup;% because%
makehup%will%not%adhere%nicely%to%dry,%flaky%skin.%And%don’t%forget%to%PROPERLY%
remove%your%makehup%before%you%sleep.%Cream%and%oilhbased%makehup%are%harder%
to%remove;%so%dab%on%some%Pond’s%Cold%Cream%and%wipe%it%off%with%co2on.%Then%
cleanse%with%a%Pond’s%Facial%Wash%for%(a)%fresh,%smooth%feeling.%Know%your%face%
well,% and% accentuate% your% best% features.% Are% you% chinita?% Try% lining% your% upper%
lids%thinly%to%brighten%them%up.%Are%you%morena?%Discover%the%power%of%bronzers%
and% use% deeper% hues% for% lip% colors.% Are% you% mes)za?% Go,% and% experiment% with%
bold%colors%that%will%pop%against%your%pail%skin.%Your%makehup%peg%should%follow%
your%dress%theme.%Roman)c,%glam,%etcetera.%%
!
B5.%% Date:%2013%Aug%02%
%
Title:!Want%to%get%Translucent%Fairness?%Get%it%only%from%the%new%Pond's%%
%
White%%Beauty!%
%
Running!Time:%0:30%
Julia$Barre:o:%Korea%is%so%beau)ful!%%
Guy:$[Speaks%in%Korean]%Text:%(So%translucent!)%
Girl:%You%fans%even%here%in%Korea?%
Julia$Barre:o:%No.%It’s%the%translucent,%rosyhwhite%effect.%
Voice$Over:%New%Pond’s%White%Beauty%Cream!%With%Korean%Ginseng%and%Saffron%
Essence%that%purifies%skin%layer%by%layer.%Gives%skin%a%rosyhwhite%glow!%Now,%get%
Koreanhwhite%fairness!%%
Julia$Barre:o:%It’s%the%translucent,%rosyhwhite%effect.%
Voice$Over:$New%Pond’s%White%Beauty%Cream!%
!
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B6.%% Date:%2014%Jul%13%
%
Title:%Every%#PondsGirl%has%a%#Beau)fulStory%to%tell%
%
Running!?me:%0:32%
Toni$Gonzaga:%Looking%back,%I%didn’t%think%I%could%become%more%beau)ful.%%
Julia$Barre:o:%I%was%content%with%my%whitening%soap.%
Jasmine$Cur?s2Smith:%Un)l%I%found%Pond’s.%
Voice$ Over:% From% the% Pond’s% ins)tute:% Pond’s% White% Beauty.% With% Korean%
Ginseng.%Purifies%skin%for%a%rosyhwhite%glow,%and%gives%a%powderhfinish%you%could%
instantly%feel.%%
Jasmine$Cur?s2Smith:%Now%I’m%not%just%white…%
Toni$Gonzaga:%…%I’m%rosyhwhite.%May%igaganda%pa%pala%‘ko.%%
Voice$Over:%Reveal%your%rosyhwhite%glow.%That’s%the%Pond’s%promise.%What’s%your%
beau)ful%story?%
!
B7.!! Date:%2013%Jan%01%
%
Title:!Face%the%Glow%With%The%New%Pond's%White%Beauty!%
%
Running!Time:%0:32%
Model:%I%face%the%go,%I%face%the%light%
Voice$Over:%Don’t%let%dark,%oily%skin%stop%you%from%glowing!%Pond’s%white%beauty%
cream!%Gives%you%a%rosy%white%glow%and%powder%finish%like%no%other!%Glow%in%your%
moment!%
Background$Music$Lyrics:%I%face%everything!%
Voice$Over:%With%Pond’s%White%Beauty%Cream!%%
!
!
B8.!% Date:%2014%May%24%
%
Title:%Watch%Jasmine%Cur)s%Smith%#FaceTheSun%%
%
Running!?me:%0:37%
Jasmine$Cur?s2Smith:%Protects%my%rosyhwhite%glow,%even%under%the%sun.%
Girl:%Don’t%go%in%the%sun!%You’ll%get%dark!%%
Jasmine$Cur?s2Smith:%With%Pond’s,%even%under%the%sun,%I%could%stay%fair.%%
Voice% Over:% From% the% Pond’s% Ins)tute:% New% Pond’s% White% Beauty% with% Korean%
Ginseng.%Gives%a%rosyhwhite%glow%plus%spf%15%that%helps%protect%from%the%sun%in%a%
smooth%powder%finish!%%
Jasmine$Cur?s2Smith:%Pond’s%protects%my%rosyhwhite%glow%even%under%the%sun!%
Voice$Over:$Pond’s%White%Beauty%SPF%15!%With%powder%finish!%
!
B9.! !Date:%2014%Jan%16%
%
Title:!Win%a%#PromPerfect%Date!%%
%
Running!?me:%0:38%
TEXT:%“Dreaming%of%the%#PromPerfect%date?%%
Want%Joaquin%to%also%take%you%to%your%prom?%
55
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
PAGE
Tell%us%why%with%the%hashtag%#PromPerfect%
New%Pond’s%
FIGHTS%10%OIL%AND%ACNE%PROBLEMS%+%WHITENS$SKIN”%(Video%No.%17)%
!
B10.!! Date:!2014%Nov%10%
%
Title:!Pond’s%Acne%Clear%Facial%Wash%with%SCRUB%BEADS%
%
Running!?me:!0:16%
Julia$Barre:o:%Pimples?%I%wash%with%soap%naman.%%
Voice$Over:$Pond’s%number%one%face%wash!%Has%salicylic%acid%and%scrub%beads%in%
Pond’s%Acne%Clear%White%Face%Wash.%Helps%unclog%pores%to%fight%pimples!%%
Julia$Barre:o:$Say%yes%to%pimplehfree%whiter%skin.%%
Voice$Over:$Pond’s%%
!
B11.! !Date:%2012%Jun%26%
%
Title:!Face%My%Love%h%A%Pond's%Webenovela%(Episode%2)%with%English%%
%
Subs%
%
Running!Time:%8:46%
Kim:% Okay,% so% ganito% ‘yon:% Pagkatapos% ko% malaman% na% ako% yung% magiging%
Cinderella%sa%school%play,%nahmeet%ko%si%Prince%Charmingh%in%real%life!%Kaso,%may%
princess% na% siyang% iba.% Si% Dara.% Kaya,% winish% ko% n% asana% ako% na% lang% si% Dara.% At%
paggising%ko%nung%umaga,%nagkatotoo%siya!%Pero,%ang%masakit%do’n,%magkapa)d%
pala% sila% ni% Lee!% At% kung% ako% nga% yung% nasa% katawan% ni% Dara,% eh% nasa’n% na% ang%
totoong%Dara?%%
Dara:%Oh%my%God!!%Ahh!!!%%
Dara:%What%is%happening?!%
Kim:%Hihhihhindi%ko%rin%alam%eh.%
Dara:%What?!%Hindi%mo%alam?!%Oh%dear%me!%My%life%is%ruined!%
Kim:% Please,% ‘wag% ka% nang% magalit.% Eh% hiniling% ko% lang% naman% na% maging%
kasingganda%mo.%Maganda,%poised,%confident%paggising%ko!%%
Dara:%Pinch%me.%Pinch%me%now.%This%is%a%dream,%right?%This%is%not%real.%%
Kim:%Eh%Dara,%I’m%sorry%na.%Eh%hindi%ko%akalain%na%magiging%totoo%pala%yung%wish%
ko%na%maging%kasingganda%mo.%%
Dara:% I% guess…% Well% now,% we’re% instant% BFF’s% right?% I% can% be% you% and,% well,% you%
have%to%be%me.%%
Kim:% Ang% sabi% ng% mama% ko,% maganda% daw% ako.% Pero% ikaw,% ikaw% talaga% ang%
defini)on%ng%kagandahan!%Eh,%)gnan%mo%na%lang%‘tong%balat%mo%oh!%Tignan%mo%
naman%‘yong%sa’kin.%%
Dara:%Don’t%be%too%harsh%on%yourself,%Kim.%May%poten)al%ka%naman%eh.%Kon)ng%
trim,% trim;% pluck,% pluck;% lip% gloss.% Ay,% wait.% Please% don’t% use% a% block% of% soap% for%
your%face.%Ay,%ay,%for%my%face.%Here.%Use%this.%%
Dara:%Oh,%Kim.%It’s%)me%to%put%an%end%on%large%pores,%blackheads,%and%pimples.%%
How?% By% figh)ng% the% root% of% it% all.% Oil.% For% all% our% oily% skin% problems,% there’s%
56
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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Pond’s%Facial%Wash%with%Ac)ve%Clay.%And%it’s%so%easy%to%use!%First,%wet%your%face%
with% clean% water.% Then,% place% a% peahsized% Pond’s% Facial% Wash% on% your% palm.%
Gently%rub%into%your%face%in%a%circular%mo)on.%Rinse,%and%pat%lightly%with%a%towel%
to% dry.% Simple!% I% guess% you’ll% get% it% soon% enough.% Just% remember:% twice% a% day,%
every% day!% Maghgoodbye% sa% oil,% at% maghhello% sa% makinis% at% pimplehfree% na% skin%
gaya%ng%sa’kin!%Uh…%ng%kanya!%Nung%sa’kin.%Ng…%alam%mo%na%‘yon.%%
Lee:%Excuse%me,%uhm.%I’m%sorry%but%I%didn’t%get%your%name%the%other%day.%Ikaw%ba%
si%kutsara?%%
Dara:%Huh?%
Lee:%Kasi,%when%I%saw%you%just%now,%napapanganga%‘ko.%%
Dara:%Oh%dear%me,%ew.%%
Lee:%So,%what’s%your%name?%%
Kim:%Kim!%
Kim:%Siya%si%Kim.%%
Lee:%I%hear%they’re%serving%pizza%today%at%the%canteen.%Want%to%share%my%pizza?%%
Kim:%Oo!%Ibig%kong%sabihin,%favorite%ni%Kim%ang%mga%pie.%Especially%ang%pichapie!%
Diba?%Oo!%%
Lee:%Perfect.%
Kim:%Sige%na,%sige%na.%Go.%Bilis.%Go.%
Lee:%Let’s%go?%
Kim:%Bye.%NIyaya%ako%ni%Lee%maglunch!%Well,%not%technically,%pero%gano’n%na%rin%
‘yon.%%Diba?%Hmmm…%Pa’no%na%‘to?%Kasama%niya%si%ako,%pero%hindi%ako%si%ako.%Ang%
gulo.%%
Dara:%So%it’s%official,%my%brother%is%in%love%with%you.%Well,%me.%I%mean,%you.%You%
get% the% picture.% And% running% out% of% reasons% to% avoid% him.% He’s% so% persistent,%
makulit,%determined.%It’s%so…%
Kim:%Hayy…%Perfect!%%
Dara:%Kim,%you%do%know%it’s%s)ll%me,%right?%Lee’s%sister,%in%your%body,%right?%%
Kim:% Alam% ko.% At% alam% ko% din% na% kahit% anong% mangyari,% wala% nang% paghasa% na%
magkagusto% siya% sa% totoong% ako.% Ang% sabi% nila,% magical% daw% mahin% love.% Pero%
ngayon,%para%siyang%masamang%panaginip!%Hayyy..%
Dara:%We%HAVE%to%find%a%solu)on.%%
Kim:% Dear% Lee,% walang% medaling% paraan% para% sabihin% ito.% Pero% gusto% kong%
malaman% mo% na% hindi% ako% sanay% sa% ganito.% Literal,% nawawala% ‘ko% sa% sarili% ‘pag%
nandiyan%ka.%I’m%sorry.%But%right%now,%this%is%just%a%fairy%tale%that%will%never%come%
true.%Pinapabigay%ni%Kim.%%
Lee:%Nooooooooooo!!!%Kiiiiiiiiiiiim!!!%Kiiiii….%
!
B12.!! Date:!2014%Jan%05%
%
Title:!#PromPerfect%with%Pond's%
%
Running!?me:!0:34%
Voice$Over:%Ready%for%prom?%
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
PAGE
Julia$Barre:o:$Excited%for%prom!%Oh%no!%I%s)ll%have%a%lot%of%oil%and%acne%problems.%%
Voice$Over:$Presen)ng%Pond’s%ins)tute%revolu)onary%formula.%New%Pond’s%Acne%
Clear%White%10hinh1%Facial%Wash!%It%fights%10%oil%and%acne%problems,%and%whitens%
skin%all%at%once.%%
Julia$Barre:o:$With%beau)ful%skin,%now%I%feel%prom%perfect!%%
Voice$Over:$Go%to%ponds.(dot)com.(dot)ph!%New%Pond’s%Acne%Clear%White%Facial%
Wash!%
!
B13.!! Date:!2014%Jan%24%
%
Title:%Fade%Pimple%Marks%with%the%new%Pond's%White%Beauty!%
%
Running!?me:!0:32%%
Voice$ Over:$ Things% change.% But% some% pimple% marks% won’t% go% away!% From% the%
Pond’s%ins)tute:% Pond’s%Detox%is%now%Pond’s%White%Beauty%for%Acnehprone%skin.%
With%Korean%Ginseng.%Purifies%to%fade%pimple%marks%and%whiten%skin.%Reveal%your%
translucent%rosyhwhite%glow.%Best%with%pimple%marks.%From%Pond’s!%%
!
B14.!! Date:!2013%Jul%25%
%
Title:!Get%instantly%spothless,%always%radiant%skin%with%Pond's%BB+%Cream!%
%
Running!Time:!0:34%
Heart$ Evangelista:% Dark% spots?% Conceal% them% instantly!% No,% lighten% spots% for%
good!%
Voice$ Over:$ Now,% you% don’t% have% to% choose.% Discover% the% first% ever% BB+% cream%
from% Pond’s!% With% one% swipe,% conceal% spots% instantly;% reduce% stubborn% spots,%
and%con)nuously%whitens%skins%from%within.%For%instantly%spotless,%radiant%skin.%
New%Pond’s%BB+%Cream!%
!
B15.! !Date:!2014%Oct%03%
%
Title:!Be%pimplehfree%with%Pond's%Acne%Clear%White!%
%
Running!?me:!0:32%
Julia$Barre:o:%Oh%no.%Pimples,%again?%I%wash%with%soap%naman.%%
Voice$Over:$From%the%Pond’s%Ins)tute:%Salicylic%acid%is%now%in%Pond’s%Acne%Clear%
White%Facial%Wash!%Unclog%pours%to%help%prevent%10%oil%and%pimple%problems.%%
Julia$Barre:o:$No%more%pimple%worries!%
Voice$Over:%See%for%yourself!%Pond’s%facial%wash.%%
!
B16.!! Date:%2012%Dec%28%
%
Title:!Pond's%celebrates%25%years%of%PMAP%
%
Running!Time:!2:14%
TEXT:%
Pond’s%celebrates%the%grandest%REUNION%this%year%
25%years%of%PMAP%
PROFESSIONAL%MODELS%ASSOCIATION%OF%THE%PHILIPPINES%
58
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
Mikaela%Lagdameo%Mar)nez%
The%Chameleon%Beauty%%
2000%
her%transforma)on%through%the%years%
2005%
%has%endowed%her%with%wisdom%and%experience%
2009%
making%her%even%more%beau)ful%
2012%
Ornussa%Cadness%
The%face%that%easily%stands%out%
1999%
and%never%passes%off%as%ordinary%
2007%
Ornussa%has%beauty%and%presence%
2009%
2012%
that%con)nuously%beguiles%and%cap)vates%
Marilen%Faus)nohMontenegro%
1998%
A%Pond’s%girl%since%her%debut%
2005%
Marilen%is%the%perfect%testament%to%ageless%beauty%
Now%owning%and%loving%her%new%role%as%a%mother%
2009%
2012%
she%is%now%more%gorgeous%than%ever%
Apples%Aberin%%
1994%
An%arbiter%of%Philippine%Fashion%
1996%
2003%
Apples%flawlessly%transi)oned%
2007%
2008%
from%being%a%model%to%a%mother%
2012%
and%now%to%an%incomparable%force%in%the%corporate%world%
all%in%stunning%form%
Rissa%MananquilhTrillo%
The%epitome%of%natural%beauty%and%intelligence%
2001%
PAGE
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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2005%
2007%
Rissa%has%come%into%her%own%with%impeccable%grace%
2008%
2009%
She%con)nues%to%inspire%more%and%more%ladies%
2012%
to%celebrate%all%facets%of%womanhood%
Twee)e%de%LeonhGonzales%
1990%
not%your%typical%supermodel%
a%household%name%in%both%tv%and%the%fashion%world%%
1992%
1995%
Twee)e%has%evolved%into%the%beauty%that%she%is%now%
2001%
2012%
She’s%earned%her%spot%
as%one%of%the%industry’s%most%iconic%faces%
These%women%prove%that%you%can%look%and%feel%be2er%than%ever%before%
25%years%of%PMAP%
POND’S%%
Celebrate%your%most%beau)ful%you%
!
B17.! Date:!2014%Jul%10%
%
Title:!#PondsGirl%Toni%Gonzaga%shares%her%#Beau)fulStory%%
%
Running!?me:!2:59%
Toni$Gonzaga:%You%may%receive%a%lot%of%“no’s”%in%your%life%but%one%day%somebody’s%
gonna% say% yes% to% your% dreams.% Ever% since% I% can% remember% kasi,% I’ve% always%
wanted% to% be% in% the% entertainment% industry;% I’ve% always% wanted% to% be% an%
entertainer.%Giving%up%was%never%an%op)on%for%me.%Every%)me%we%would%line%up%
sa% mga% audi)on% and% I% would% see% a% lot% of% beau)ful% girls,% lagi% kong% sasabihin% sa%
daddy% ko% na:% “Daddy,% pa’no% tayo% makukuha% dito?% Ang% damihdaming% maganda.%
And%my%dad%would%always%remind%me%na:%“Anak,%hindi%ka%papasok%sa%industriyan%
ito%dahil%maganda%ka;%papasok%ka%dito%dahil%may%talent%ka.%You%have%something%to%
offer.”%It%was%13,%14%years%ago.%So%there%were%10%beau)ful%girls,%10%mes)zas%to%be%
exact;%and%then%there’s%4%of%us%who%were%separated%from%the%10%other%girls.%So,%
pinaarte,% pinaarte,% pinaarte,% tapos% nilagay% kami% sa% background;% un)l% I% heard%
somebody%said:%“Ba’t%hindi%niyo%na%lang%itry%‘tong%isang%girl?”%So%sa%loobhloob%ko:%
“’Wag%na%wag%niyo%kong%mabibigyan%ng%pagkakataon%talaga%na%mapapunta%diyan%
sa% stage.”% So% paghawak% ko% ng% bo2le,% and% then% I% screamed% my% lungs% out.% Tapos%
lumalapit%sa’kin%si%direct;%“O%siya,%ikaw%na!”%I%rushed%do’n%sa%bathroom,%sa%toilet;%I%
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UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
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locked% the% cubicle% and% I% really% broke% down,% I% cried.% I% said,% “Lord!% Totoo% ba%
‘to?”%(sabi%ko)%“Aier%so%many%years!”%Never%in%my%wildest%dreams,%na%naisip%ko%na%
I%could%be%a%Pond’s%girl;%because%before%when%I%would%linehup%for%%Pond’s%VTR,%for%
commercials,% ang% dami% talagang% magaganda.% And% I% never% thought% to% myself% na%
pwede% akong% maihelera% do’n% sa% mga% models,% yung% mga% mes)za.% Sabi% ko,% “Tsk,%
kalian% kaya% pwede% ang% Filipina% beauty% to% endorse% Pond’s?”% The% first% )me% my%
mom%told%me%about%it,%as%in%I%literally,%like,%STOP%right%in%front%of%her%and%I%looked%
at% her% (na)% parang% sinasabi% ko% na% “mommy% ‘wag% mo% ‘kong% lolokohin% ng% ganyan%
dahil%seseryosohin%ko%‘yan”,%and%she%was%like%“Totoo%nga!”%Looking%back,% % %I%was%
so% thankful% that% I’ve% been% through% all% those% rejec)ons% because% I% know% where% I%
came%from;%and%I%know%my%purpose%that’s%why%I’m%here:%and%that%is%to%inspire%a%
lot%of%people.%Naiisip%ko%no’ng%bata%ako:%‘o%maganda%‘ko%but%narealize%ko%aier%all%
these% years:% MAY% IGAGANDA% PA% PALA% ‘KO.% And% if% it% happened% to% me,% it% can%
happen%to%you.%%
Voice$Over:$Millions%of%women%has%transformed%with%Pond’s%%
Toni$ Gonzaga:$ Now% you,% too,% can% become% more% beau)ful% than% you’ve% ever%
imagined.%And%that’s%the%Pond’s%promise.%%
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PAGE
Appendix!C:!
Survey%Ques)onnaire%
1.!Personal!Informa?on!
Name%(op)onal):%_________________________________________%
Age:%______%
Female%____%Male%____%
!
2.!How!ogen!do!you!visit!YouTube.com?!
____%am%almost%always%on%Youtube.com.%
____%Only%when%I%come%across%Youtube%videos%shared%on%social%networking%sites%
(Facebook,%Twi2er,%Tumblr,%etc.)%
____%I%don't%visit%youtube.com%
!
3.!Have!you!ever!encountered!a!Pond's!Philippines!adver?sement!on!
YouTube.com?!
____%Yes%
____%No%
!
4.!Which!of!these!four!product!categories!do!you!associate!Pond's!with!the!
most?!
!
____%An)haging%
____%Whitening%
____%Cleansing%
____%Hydra)on%
!
5.!In!your!opinion,!how!do!Pond's!adver?sements!affect!the!way!Filipinos!see!
beauty!and!skin!color?!
_________________________________________________________________%
_________________________________________________________________%
_________________________________________________________________%
!
!
!
!
!
!
!
!
!
!
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Appendix!D:!
Interview%Ques)ons%
!
The% following% were% the% basic% interview% ques)ons.% Followhup% ques)ons% varied%
depending%on%the%individual%responses.%
!
1.
!
Specifically,%what%does%your%job%entail%you%to%do?%
2. In%your%opinion,%how%influen)al%are%adver)sements%in%the%establishment%and%
maintenance%of%ideologies%in%today's%society?%
!
3. Are%you%familiar%with%Pond's%adver)sements?%Have%you%worked%on%a%Pond’s%
adver)sement?%
!
4. In%your%opinion,%does%the%Pond's%brand%influence%the%beauty%ideologies%of%
Filipinos?%How%about%skin%color%ideologies?%
!
5. What%Pond's%campaign/ad%have%you%worked%on?%What%was%your%involvement%
in%the%said%campaign/ad?%(For%Pond’s%ad%producers)%
!
6. What%would%you%look%for%when%cas)ng%a%model%for%Pond’s?%Why?%(For%Pond’s%
ad%producers)%
!
7. Hypothe)cally,%what%will%your%requirements/criteria%be%when%cas)ng%a%model%
for%Pond’s?%Why?%(For%nonhPond’s%ad%producers)
63