MARC details
| 000 -LEADER |
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| fixed length control field |
02604nam a22002413a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
UPMIN-00009309306 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
UPMIN |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20231108181645.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
231108b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Transcribing agency |
UPMin |
| 090 #0 - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) |
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| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
LG993.5 2016 C54 |
| Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN) |
H89 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Huyatid, Jean Karl Y., |
| Relator term |
author |
| 9 (RLIN) |
24058 |
| 245 ## - TITLE STATEMENT |
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| Title |
Framing the man in the mirror : |
| Remainder of title |
an exploration into how contemporary advertising frames Filipino masculinity in TV ads for men's grooming products / |
| Statement of responsibility, etc. |
Jean Karl Y. Huyatid, Ma. Teresa R. Escano, adviser |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
Davao City: |
| Name of publisher, distributor, etc. |
College of Humanties and Social Sciences, University of the Philippines Mindanao, |
| Date of publication, distribution, etc. |
c2016 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
91 leaves |
| 502 ## - DISSERTATION NOTE |
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| Dissertation note |
Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016 |
| 520 3# - SUMMARY, ETC. |
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| Summary, etc. |
This thesis is an exploration into how contemporary advertising frames Filipino masculinity in TV ads for men?s grooming products. The emergence and recent boom of grooming products geared towards men offer a great potential for the male market but because these products are traditionally considered to be ?too feminine?, a markedly different approach is needed to make them appeal to men. In order to discover what this markedly different approach is, a corpus of foreign and Filipino-made TV ads for men?s grooming products were gathered from the three major Philippine TV networks (GMA, ABS-CBN, and TV5) and underwent a pragmatic analysis. The researcher recontextualized Rubio and Green?s seven dimensions of Filipino masculinity ideologies (assertiveness and dominance, family-orientedness, sense of community, responsibility, integrity, intelligence and academic achievement, and respectful deference to women and elderly into frames of Filipino masculinity, Sperber and Wilson?s Relevance theory, as a pragmatic theory, guided the analysis of this study. The researcher discovered two emergent frames from the analysis of the corpus of TV ads. These frames were termed as the simplicity and desirability frame. The researcher also discovered that the most dominant frames employed in the corpus of TV ads were the emergent desirability frame and the assertiveness and dominance frame, implying that contemporary advertising mostly frames men vis-à-vis power and desirability in TV ads for men?s grooming products. Furthermore, the researcher discovered that all of the TV ads are more aligned with contemporary than traditional masculinity. |
| 658 ## - INDEX TERM--CURRICULUM OBJECTIVE |
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| Main curriculum objective |
UndergraduateThesis, |
| Curriculum code |
COMA 200 MEDA |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Escano, Ma. Teresa R., |
| Relator term |
adviser |
| 9 (RLIN) |
23188 |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) |
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| a |
UP |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) |
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| a |
Fi |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Thesis |
