Language and Colorism: Beauty Ideologies in Pond’s Philippines YouTube Advertisements PDF

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! ! UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS PAGE i Approval!Sheet! ! ! ! This%thesis%en)tled% ! Language!and!Colorism:
 Beauty!Ideologies!in!Pond’s!Philippines!YouTube!adver?sements! ! ! prepared% and% submi2ed% by% % ROUSANNE! MARIE! C.! BERNOS% has% been% approved%and%accepted%as%par...

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Language and Colorism: Beauty Ideologies in Pond’s Philippines YouTube Advertisements Rousanne Marie C Bernos

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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!! !!!Member%% % % %

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!!!JOSEPHINE!B.!ALARCON! % %%%%Member%%

PROF.!MICHAEL!C.!ANTHONY!VASCO,!Ph.D.! Dean%

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TABLE!OF!CONTENTS% List%of%Figures% % % % % % % % % List%of%Appendices% % % % % % % % Acknowledgements% % % % % % % % Abstract% % % % % % % % % Chapter!1:!The%Problem%and%Its%Background%%% % % % % 1.1.%Adver)sing%Discourse% % % % % % % 1.2.%Language,%Ideology%and%CDA% % % % % % 1.3.%Review%of%Related%Literature% % % % % % 1.4.%Research%Objec)ves% % % % % % % 1.5.%Theore)cal%Framework% % % % % % % 1.6.%Conceptual%Framework% % % % % % Chapter!2:!Method%% % % % % % % % Chapter!3:!Results%and%Discussion%% % % % % % 3.1.%Lexical%Choice%and%Seman)c%Prosody%% % % % % 3.1.1.%The%Lexeme%“White”%% % % % % % 3.1.2.%“Dark”%Skin%Connota)on%% % % % % 3.1.3%White%Branding%%% % % % % % 3.1.4.%Ideal%Skin%Defined%% % % % % 3.2.%Color%Pale2e%% % % % % % % 3.2.1%Drama)c%Skin%Color%Change:%From%Dark%to%White%%% 3.2.2.%White%Transforma)on%% % % % % 3.3.%Facial%Expression,%Movement%and%Posture%% % % 3.3.1.%Discontentment%with%Dark%Skin%% % % % 3.3.2.%Confidence%in%Smooth,%White%Skin%% % % 3.4.%Music%% % % % % % % % 3.5.%Pond’s%Philippines:%The%Brand%% % % % % 3.5.1.%Pond’s%Girl%% % % % % % % 3.5.2.%Pond’s%Products%% % % % % % 3.6.%Skin%Whitening%Culture%% % % % % % 3.6.1.%Mes)za%Beauty%% % % % % % 3.6.2.%Korean%Craze%% % % % % % 3.7.%Valida)on%% % % % % % % 3.7.1.%Survey%% % % % % % % 3.7.2%Interview%% % % % % % % Chapter!4:!Conclusion!! ! ! ! ! ! ! References!! ! ! ! ! ! ! ! % Appendices!! ! ! ! ! ! ! ! %

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! ! LIST!OF!FIGURES! !

Figure%1:%A%Schema)c%Diagram%of%the%Conceptual%Framework% % of%the%Study%as%Adopted%from%Cook%(2001)%and%Fairclough%(2001)%

! Figure%2:%The%associa)on%of%the%Pond’s%brand%to%its%product%categories% !

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%

! Appendix%B:%Full%Transcrip)on%of%Extracts%% ! Appendix%C:%Survey%Ques)onnaire%% % ! Appendix%D:%Interview%Ques)ons% % %

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Acknowledgements!

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% The%researcher%takes%this%opportunity%to%express%gra)tude%to%the% following%for%their%invaluable%contribu)on%and%very%kind%assistance:%

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% 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.$Bernos$ !

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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).%

! 1.2.!Language,!Ideology!and!CDA! %

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.%% %

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).%

! 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.%

! 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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