At the height of female-endorsed liquor commercials in Philippine television gave birth to a local study in Northern Samar, Philippines to assess men’s perspectives on the physical appearance and personhood of female endorsers for liquor commercials advertisements in Philippine television. This descriptive-research involved 131 research participants, composed of professional and skilled workers, students, and out-of-school youths who are exposed to local TV commercial advertisements of liquors endorsed by female models. Data revealed the “fair” perception of the male-respondents on the physical appearance and personhood of the female endorsers. Although beautiful in their own individualities, but based on the perspectives of the male-respondents the female endorsers neither surpassed nor fitted-in with their perceived standards of beauty ideals.
female endorsers, TV commercial advertisements, beauty ideals, men’s perspectives, physical appearance, personhood
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