Sender of the The sender of the message was Belo Medical Group a

message Medical Aesthetic Clinic in the Philippines.

Medium/mode used They use a print advertisement, primarily operates within the visual and aural
modes of communication.
What the images and “10% lighter. 100% more numbers,” asserts the ad copy and, thus, “a little
words are saying whitening makes a big difference”. In addition, the ad features a fair-skinned
Filipino man standing behind a bar with three ladies seducing beside him.
Besides the picture of the man is the whitening product of Belo at the bottom
of the Right corner.

What the images and From the phrase, “a little whitening makes a big difference”, it suggests that
words are suggesting having more fair and lighter skin symbolizes more successful and socially
accepted.
Assumptions Belo medical group created this printed advertisement since they wanted to
indicated in images call the attention of the public to buy and used their product to have more
and word used lighter and fair skin.
Intentions/ biases/ The intention of the advertisement is to citizens who want to make their skin
power relations lighter because their target audience such as Asian citizens might think lighter
revealed skin looks better or feel more confident with it. To sum up the preference for
lighter skin can show biases against darker skin and who has power in deciding
what's considered beautiful just like the phrase “a little whitening makes a big
difference” that Belo medical group stated on their advertisement.

Potential impact on The potential impact on the attitudes, beliefs, and values of the target audience
the attitudes, beliefs, will depends on the situation because They might start thinking that having
and values of the whiter and having lighter skin is crucial for appearance and social acceptance.
target audience In addition, using these products may even be seen by some as a sign of good
hygiene or health. Their morals may also shift, and they may begin to prioritize
maintaining their appearance and taking care of themselves.

How various readers/ According to Rappler, they were many criticisms against the ad of the Belo
listeners/ viewers Group for its men’s line. They were many comments on the Facebook wall of
may respond Belo Medical Group that had some calling the campaign for the whitening
products as “insensitive,” “stupid,” and “insulting.” On Twitter, it was described
as “social-climber-Ish” and “biased against fair skin.”

It shows social norms often influence individuals' skin tone, leading to pressure
to conform and perpetuate harmful stereotypes, causing feelings of inferiority
and self-doubt.
Assessment 5

VISUAL WORKSHEET
References:

 Magsanoc, K. (2012, July 1). Belo ad gets heat in social media. RAPPLER.
https://www.rappler.com/life-and-style/7891-belo-ad-gets-heat-in-social-media/
 #1 Medical Aesthetic Clinic Philippines | Belo Medical Group. (2024, February 13). Belo
Medical Group. https://belomed.com/