FEMALE SEXY STARS ON LIQUOR

ADVERTISEMENT ON TELEVISION ITS

INFLUENCE ON THE DRINKING HABIT OF
SELECTED MALE AGES 16 TO 18 YEARS
OLD OF BRGY. 82, ZONE 7 TONDO,
MANILA
Stem J4:
Alexa Espole
Gessa Calumpang
John Erwin Acaso
Karl Friedrich Nadua
Marco Ancheta
Messie Olivar
Raymond Ramos
Rhovic Bustos
Ronilo Parado
Ryan Kent Samson
Shan Michael Sta. Ana
Tenshin Han Geronimo
Chapter 1
Introduction
THE PROBLEM AND IT’S BACKGROUND
Television has been the major entertainment of the
people worldwide, from all walks of life in the
twentieth century.
In fact, this amazing box has been very useful medium
in bringing messages to the public’s view, whether
positively or negatively, wherein one does not need to
exert much effort to comprehend it’s programs.
It shows the public especially the youth, obscene,
violent and dirty shows that they should not watch.
Such shows slowly destroy our imagination and
human mortality.
Thus, they are also no less, being exposed the
influence of liquor advertisement using female sexy
stars.
Achieving independence within the family is an
important goal of adolescents. There is a predictable
shift from family to peer orientation, but most
adolescents still identify strongly with their families.
The parents nowadays cannot attend their child’s
conflicting minds which develop through need of
adolescents and one of those is seeing a female sexy
star behind liquor advertisement.
Advertisement through all sorts of media has been a
great influence to the minds of every individual
exposed to it, adults and children alike.
Statement of the Problem
This research is aimed to determine the influence on liquor
advertisement using female sexy stars on drinking habit of
selected male ages 16 to 18 years old of Brgy. Zone 7 Tondo,
Manila.
Specifically, it sought to answer the following questions:
1. Is there an influence on liquor advertisement on
television using female sexy stars on drinking habit of
selected male ages 16 to 18 years old of Brgy. 82, Zone 7
Tondo Manila?
2. What are the implied possible messages of the
advertisement?
3. In what way does the selected males whose ages range
from 16 to 18 years old of Brgy. 82, Zone 7 Tondo Manila
Objective of the Study
The study generally aimed to discover if there is a
significant influence on liquor advertisement using
female sexy stars on drinking habit.
Specially, the researcher aimed to:
1. Aimed to know how many youth are affected by
these advertisement and to know they are affected.
2. Aimed to know the most affected ages among the
respondents.
3. Aimed to know the possible messages of the
advertisements among youths.
Hypothesis
The following answers are sought for in order to have
null about the problem.
1. There is no significant influence in using a female sexy
star in a liquor advertisement.
2. Liquor advertisements is a type of advertisements that
is usually patronized by the adults and specially the
liquor drinkers so the message is for the older one but
the teenagers are affected due to some aspects of the
liquor ads portrayed by female sexy stars like revealing
clothes worn by the sexy stars and the aspects of
masculinity when your drinking.
3. They are influenced to drink liquor because of what
they have seen on advertisement.
Significance of the study
The researcher has developed this study primarily for the benefits
of young viewers and the advertisers on how they are influenced
by liquor ads using female sexy stars.
The study clearly provides significant information about the
drinking habit of teenagers.
The effect of liquor ads using female sexy stars in the present
social reality reveals the possible negative and positive effect on
the orientation of teenagers.
This concerns the youth.
The research does not intend to criticize advertiser’s technique on
persuading their target market but instead the research intends
to make the advertisers aware of the viewer’s perception on their
advertisements, in this way they can study the effectiveness of
their advertisements through the personal opinion of the viewers.
Theoretical Framework
The researcher utilized “ The Uses and Effects Model” as a
framework of this study. The concept of use is in the context of
great importance and so to speak the heart of model. Knowledge
about media use and of its origins to provide keys for
understanding and predicting outcomes of the mass
communication process. It may be the same as exposure, which
merely indicates an act of perceiving.
The uses and effect model shows the systematic process on how
female sexy stars influence the drinking habit of selected male 16 to
18 years old of Brgy. 82, Zone 7 Tondo Manila.
The framework of this study also shows how medium is being used
and the possibility of female sexy stars to influence the drinking
habit of teenagers. Television advertisement always has something
for viewers mind. The information and the images of female sexy
stars could have an influence to the minds of the teenagers.
The Uses and Effect Model
RESPONDANT

EXPECTATION

DECISION INFLUENCES

FEMALE SEXY STARS

ON
LIQUOR
ADVERTISEMENT
Conceptual Framework
This following model was constructed based on the
formulated Theoretical Framework. There are three
combination steps in the uses and effect process are
represented by single-headed arrows.
Conceptual Framework of the study

To know the details about the

Expectations topic and react on what you see.

It is whether you are affected or not

Decision you will just decide on what you are
seeing.

It is when you are affected on what you see and

Influence be influenced to drink liquor by seeing female
sexy stars endorsing liquor advertisement.
The researcher determined the participant to how
medium is being used and the possibility of female
sexy stars to influence the drinking habit of teenagers
as illustrated in the conceptual paradigm.

Afterwards, to ascertain the influence on liquor

advertisement using female sexy stars on drinking
habit of teenagers.
Scope and Delimitation
This study is limited to males whose ages range from
16 to 18 years old of Brgy. 82, Zone 7 Tondo Manila. A
total population of one hundred teenagers whose ages
range from 16 to 18 years old.
The researcher selected this respondent to know how
they were influenced about the study of female sexy
stars on liquor advertisement.
The result of the study also determine if teenagers
who live in Brgy. 82, Zone 7 Tondo Manila have an
information in relation to the current issues
concerning their influence about the study.
Definition of terms
These words were utilized in order to find meaning of some
words written in the study.
Advertising> is a powerful communication force and an
important marketing tool to help sell goods, services,
images and ideas through channels of information and
persuasion.
Adolescent> is a person that is no longer a child and not
yet an adult/ is someone who is growing toward adulthood.
Bombarded> to keep attacking vigorously and has the
intention to push through whether right or wrong.
Sexual advertisement> advertisement that uses sexy star
wearing half naked clothes and projects an images of being
sexually stimulated or appealed.
 Chapter II
REVIEW OF RELATED
LITERATURE AND STUDIES
This chapter discusses the facts and opinions
gathered through various references written by
foreign and local researchers that will help support
the researcher’s investigation of the problem.
Foreign literature
Bogart (1956) cited studies that sought out to determine the
extent of teenager’s television viewing by direct study of
television themselves rather than relying upon parental
reports. The times cited as average vary from two to
somewhat 5hrs/per day range as or ten hours for Saturday and
Sunday, with the heaviest doing done by the teenagers
between the ages 14 to 16 years old. Frequent exposure of
teenagers to adult fare is not, of course wholly particular TV
findings. Churches, and social critics and parent have
perennially express apprehension that the materials which
teenagers encounter say that sexual advertisement may look
morally unfit for their tender years.
Foreign literature
Himmelweit, Openheim and Vince (1960) cited the effects of
mass media might produce in a teenager as viewers of degree of
anxiety about their own competence in facing the demands of
adult life. This influenced of communication is to rather seen to
be mediated by various factors, including the age and maturity
of the teenager and his/her knowledge about the topic in
question. But the formulation and the specific findings also
suggest that, given the right settings of the several mediating
variables, television portrayals of adults can exert strong
influence upon a teenager as viewer. Mass media appears to be
effective channels for persuasive communication, over and above
the fact they normally draw on somewhat different audiences.
Foreign literature
John Bailyn (1967) deals with the effects upon teenagers of media
material intended for them touched to some extent teenager’s view
on morality. They were also likely to judge real world adults in
stereotype terms, as for example to serve the people tell “lies” .
Both this tendency and the tendency to be stereotyped appear to
be increased by further exposure. Viewing dulls the imagination it
provides the teenagers with ready made fantasy that makes less use
of his/her creative imaginative abilities. A number of psychologists,
agree that the “excitation in passivity” could be harmful to
teenagers. They felt that the viewing situation has more likely to
afford teenagers healthful opportunity for vicarious role playing.
These experts offer no documentation for their beliefs and did not
offer opinions regarding the effect of viewing sexual advertisement.
Foreign literature
Scottward’s “Effect of Television Advertising on Children
and Adolecents” (1976) alleged that television
advertisement is relieved of the role of prime moves in
the alleged process of existing distorted images of
adulthood in the minds of the children. It becomes
simply part of a whole, which includes the actual
behavioir or real adults on teenagers primary group. The
dynamic process would not depend upon advertisements
producing extensive attitude effects itself which we know
to be probable but might involve advertisement serving as
reinforcement agent, which we know to be quite possible.
Local literature
According to Danny T. Villa of the Philippine Daily Inquirer, sex in
advertising apparently, not many people know how far the Adboard has
tone in helping curb obscenity and vulgarity in local advertising. The
Adboard wants to practically eliminate sex in advertising. Mr. Santiago T.
Robles of Adboard Phils developed a document in 1992, which the board
promulgated and gave the Name the Robles Doctrine. Some very
interesting in the Robles Doctrine include: 1.) Totally nudity where the
features of anatomy (breast, crotch, and buttocks) can be easily seen,
should not be allowed. A nude person from a distance can be allowed as
long as body features cannot be recognize. 2.) Partial nudity can be allowed
depending on the presentation and the type of medium involved. 3.) A man
or a woman whether full cloth, partially clothed or nude in any pose
approximating sexual intercourse should not be allowed. Adboard pledges
its support to the Philippine Alliance Against Pornography (PAAP), whose
ideals and objectives they concur with, such as to encourage a more
responsible media to provide wholesome entertainment, education and
moral guidance to the youth.
Local literature
Isabelo T. Crisostomo supported the series of studies sponsored by the
Commissions of Obscenity and Pornography in 1971 reported to erotic
materials in books, magazines, television and movies are often referred to
as “obscenity” or “pornography” Erotica includes the pictures or their
illustrations of attractive naked or half-naked women, of attracting
couples engaged in various sexual activity and explicit verbal or literary
descriptions of sexual activity. Some of their major conclusions of studies
were the following:
1. Even brief exposure erotica sexual arouses most females.
2. Exposure to erotica explicit a variety of positive and negative emotional
responses and other emotional reactions such as feeling of
“impulsiveness” “jumpiness” and “restlessness” among majority of
women.
3. Exposure of erotica does not substantially change established patterns
of premarital and marital coitus, homosexual activity and sexual fantasy.
These patterns of sexual behavior are generally well established prior to
exposure to erotica.
Foreign Studies
Myra Stark freed women from the fear of not having a clean
house or being imperfect mother, wife or housekeeper that
seem to have transferred women’s anxieties to their looks
and age. The face value of beautiful for of advertising is as
old as advertising itself. The most dominant image in
advertising today is women as maiden and mothers. They
called it the traditional view in terms of productive abilities
and family relationships. The image can project a very
positive view of women if the ads avoid the old role based
beliefs which are limiting and instead are based on the
realities o women’s lives today.
Foreign Studies
Thailand’s public relation department is considering banning
revealing clothes on television in the fear of its effect on morals
of the young people. The department recently order the
television station to cut down the number of homosexual and
transvestite characters on advertisement. Teenagers are likely to
follow the stars they admire, especially their fashions no matter
how improper the cloths might be.
We’re barking up the wrong tree if we blame the advertising
agencies for the quality commercials. The gods are the
advertisers who hold the money and call shots, When you see
the commercial that’s because you got a client. A growing trend
in advertisement emerged. The promotion of the brand name
products gradually diminished and instead it is place arose the
so called Developmental or Value of Advertising .
Foreign Studies
The advertisers nowadays, have the succumbed to the
temptation of using sex appeal, using attractive female
sexy stars. The stars rather than the product or
serviced advertisement. “Who can blame, if this is
how advertising works?” The positive appeal which is
one that offers or promises to give satisfaction of some
desire, the attainment of something desirable, a
negative appeal is one that suggest that an individual
can avoid pleasant and unpleasant advertisement.
Local Studies
The thesis “Effects of Sexual Advertisement on the
morality of Teenagers” written by Arabella Alano,
revealed the positive and negative effects of sexual
advertisement on the attitudes anf behavior of
teenagers. The specific objective is to be able to
determine whether teenagers exposure to sexual
advertisement affect the morality of teenagers. It is
clear that advertising is one of the most potent
instruments in educating and influencing attitudes and
the behavior of people. Constant exposure of such
contribute to decline of the morality of teenagers.
Local Studies
Censorship of media has long been an issue in the Philippines.
During the martial law “Bomba” movies and pornography
were rampant. The government wanted to control the media
because of the propaganda actions taken against the Marcoses
and used these bomba films to crack down on a free speech.
Thus the government began regulating all forms of media.
Until, today media regulating bodies are still in existence but
their purpose is unlike that of their predecessors that used to
regulate materials against government. The current function
of today’s media regulatory bodies among others is to control
the influx of sex and violence in media. (Ascuncion, “The
Policies of Advertising Board of the Philippines”)
Local Studies
Television advertising is such a dynamic factor in our society
having the power to influence people in the ways of thinking. It is
imperative that television ads be monitored and so in the early
70’s the need for and alternative democratic system of self
regulation in the advertising industry became apparent. This was
when Marcos administration sought to impose media use
including on advertising, through a mass media council called
Adboard. The organization’s main idea was to come up with
regulating the advertising agency submits the advertising
materials which Adboard issues a permit clearance for broadcast
(Faustino, “A Production Thesis on the Roles of the Advertising
Board of the Philippines in Monitoring Television Advertisement)
Local Studies
Television policies and practices and their implication on women,
The exploitation of women is evident only in the discussion on the
attire of the female characters, exploitation of women is evident
only in the discussion on the attire of female characters, which
determine women are portrayed as sex decorative objects. Some
4.8% of the commercials projected women in the derogatory
manner, that is a sex object who display faces and bodies in a
skimpy suit. Their ads of liquor product “She further stated that
advertisements, no matter how boring or repetitious these may
appear could definitely influence the development audience either
to preserve or reinforce what is ready in stored in the belief system
of priorities or to serve as instrument for social change. (By: Joy
Bacani “The Perception of Liquor Advertisement on the Attitude
of Selected students of Miriam College Katipunan Quezon City).
Synthesis
 CHAPTER III
Research Methodology
This chapter discusses the design used and strategies
that will utilize the work of the researcher's
investigation.
Research Design
This study is a descriptive type of research. A sample
of one hundred selected male ages 16 to 18 years old of
Brgy. 82, Zone 7 Tondo, Manila were asked to fill up the
questionnaire design to measure their opinion towards
their influence on their drinking habit using female sexy
stars on television and how these advertisements
influence them.
Research Local, Participants and
Sampling Technique
The research on investigation conducted a pretest survey at Brgy. 82,
Zone 7 Tondo, Manila. A number of forty samples will be given to the
selected male teenagers of Brgy. 82, Zone 7 Tondo, Manila. Aging from
16 to 18 years old the purpose of having a pretest is to know how the
male teenagers of Brgy. 82, Zone 7 Tondo, Manila will react on the study
based on their opinion and how they were influenced by the
advertisement.
Participants were chosen on the basis of convenience sampling. The
respondent of this study were the selected male ages 16 to 18 years old of
Brgy. 82, Zone 7 Tondo, Manila. The population of Brgy. 82, Zone 7
Tondo, Manila is 1,240 residents. Out of the population there are 100
males aging from 16 to 18 years old. The remaining people in the place
do not conclude the age required for the study.
Research Instrument
The researcher made used of the survey questionnaire
necessary for the study. These were intended to make the
respondents project their readiness to answer the questionnaire
properly. The questionnaires were design to furnish the
researcher with possible information about the influence on the
drinking habit which may have been influential in limiting or
broadening the extent of sex information and in determining
the correct attitude towards the influence of female sexy stars
endorsing liquor advertisement. The respondents were asked to
evaluate the extend on how they are affected by the influence
on the drinking habit of selected male ages 16 to 18 years old
that is being endorsed by female sexy stars.
Data Gathering Procedure
Before the pretest, the researcher asked permission to the
Barangay officials of Brgy. 82, Zone 7 Tondo, Manila to administer
a test with regards to "The Study Of Female Sexy Stars On Liquor
Advertisement On Television Its Influence On The Drinking
Habit Of Selected Male Ages 16 To 18 Years Old Of Brgy. 82, Zone
7 Tondo, Manila". Afterwards, when the permission was secured,
the researcher conducted the survey at Brgy. 82, Zone 7 Tondo,
Manila. The researcher verbally briefed and asked for the consent
of the participant. A five minutes introduction regarding the
content of the survey was presented from a manuscript. The
participants were told that they were participating in a voluntary
concerning people’s influence on liquor advertisement on
television using female sexy stars on drinking habit. The survey
questionnaires were collected immediately after the participants
answered the survey.
• Data Gathering Flow
The researcher asked permission from the Barangay officials
of Brgy. 82, Zone 7 Tondo, Manila to conduct the study.

The researcher verbally briefed and asked for the consent

of the participants.

The researcher gave the questionnaires to the target

participants.

The researcher collected the results immediately after the

participants answered the survey questionnaires.
Statistical Treatment
The Data were collected, graphed, tabulated, and
tallies using corresponding tables. The researcher used
the frequency distribution to be able to acquire the
percentages distribution.
The Relative Frequency Formula:
rf x 100
Where:
rf - Relative Frequency
n - Number of Responses
N - Total Number of Responses
 Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION
OF DATA
This chapter presents the analysis and the discussion of the data
accumulated by the researcher using graphical and tabular
illustrations. The tables and graph summarize the number of
figures, which were obtained from the responses of respondents.
Distribution of Respondents According to Age Group
Distribution of Respondents According to Age Group
16 Years Old 17 Years Old 18 Years Old
32%
39%

29%
Distribution of Respondents According to Age Group

Age Frequency Percentage

16 39 39.0%

17 29 29.0%

18
32 32.0%

Total
100 100.0%
 TABLE 1
How often do you watch television?
Responses No. of
Respondents
Percentage
Everyday 79 79.0%
Every other day 10 10.0%
Twice a week 7 7.0%
Once a week 4 4.0%
Others 0 0%
Total 100 100%
 TABLE 1
How often do you watch television?
Table 1 shows how often teenagers watch television.
 About 79% teenagers out of one hundred respondents
watch television everyday,
 while 10% watch every other day,
 the other 7% only watch twice a week,
and 4% respondents have no regular time watching
television they only watch once a week.
* Respondents allowed to give their own response just in
case their possible answer were not stated on the given
choices. Television is still the best way of entertaining
people they really had a time to watch just for single day
and will try to have time to sit down and watch.
 Table 2
How often do you see female sexy stars on liquor
advertisement?
Responses No. of Respondents
Percentage
Four times 26 26.0%
Three times 28 28.0%
Twice 26 26.0%
Once 20 20.0%
Total 100 100%
 Table 2
How often do you see female sexy stars on liquor
advertisement?
Table 2 shows a rate of 26% or 26 respondents see
female sexy star on liquor advertisement for four times.
28% or equivalent to 28 respondents see any
commercial for three times
26% or 26 respondents see the advertisement twice
and a number of 20% or 20 respondents rarely see
female sexy star on liquor advertisement
* Based on the results gathered the respondents often
see female sexy stars on liquor advertisement because
they usually watch television for their entertainment.
 Table 3
How do you describe female sexy stars on liquor
advertisement?
Responses No. of Respondents
Percentage
Alluring 21 21.0%
Captivating 36 36.0%
Titillating 34 34.0%
Voluptuous 9 9.0%
Total 100 100%
 Table 3
How do you describe female sexy stars on liquor
advertisement?

Table 3 shows that 21% or 21 respondents describe sexy stars very alluring
to the eyes of male 16 to 18 years old

About 36% or 36 respondents describe female sexy stars captivating
because of their sexiness

While 34% or 34 respondents describe female sexy stars are very
titillating a two percent differential whom describe female sexy star as
captivating

Minimal respondent describes that female sexy stars are voluptuous in
their advertisement

Female sexy stars appear that they are captivating and titillating in their
liquor advertisement because most of the respondents describe them
not the product itself.

Aside from that the attention of the viewers is not on the product
instead to the female sexy stars who endorsed the liquor products.
 Table 4
Do you consider female sexy stars effective in
endorsing liquor products?
Responses No. of Respondents
Percentage
Yes 31 31.0%
No 41 41.0%
Maybe 28 28.0%
Total 100 100%
 Table 4
Do you consider female sexy stars effective in
endorsing liquor products?
Table 4 show that 31% or 31 respondents answered yes and
41% or 41 respondents answered no a difference of ten
percent
And the others answered maybe because they have their
own opinions about the subject matter.
* Based on the result the dominant answer is no because
they think that female sexy stars are not good endorsers of
liquor product and aside from that they show their flesh
bodies to enhance drinkers to buy their product. When
they were asked why they did not consider female sexy stars
a good endorser, these were their answers:
 “They only show their sexiness but not the liquor product. (Jeff, 16)”
 “There is no relevance to the advertisement whether they are sexy or
not. (Eric, 17)”
 “Sexiness is not for liquor it is for modeling. (Jonarie, 17)”
 “Endorsing liquor product need to be realistic in a way that they should
focus on the product itself not on the cleavage of the female sexy stars.
(Smith, 17)”
 “The bikinis they wearing increase my spirits not the liquor they
endorsed. ( Harold, 17)”
*Based on their statement that most o them are aware that most liquor
advertisement is endorsed by female sexy stars. They feel that they are
not good endorsers for liquor products since almost everybody can
endorsed liquor products and not all of them are good endorsers. They
only show their sexy bodies to enhance drinkers to patronized their
products. Lastly female sexy stars are not good example for them because
they made some malicious acts in front of the television which is harmful
to the mind of the viewers.
 Table 5
Do female sexy stars encourage you to drink
liquor?
Responses No. of Respondents
Percentage

Yes 16 16.0%

No 65 65.0%

Maybe 19 19.0%

Total 100 100%

 Table 5
Do female sexy stars encourage you to drink
liquor?
Table 5 shows that 16% or 16 respondents answered yes,
65% or 65 respondents answered no and 19% or 19
respondents answered maybe because they have their
own opinions about the advertisement. Basically the
common answer is no because they are not encourage by
female sexy stars to buy their product, these were their
common answers:
“They don’t care what we want to drink. (Ruel ,18)”
“I can do it without their encouragement. (Rodolfo, 18)”
“ I don’t need them I am up to liquor not the female
sexy stars. (Allan, 17)”
 “ I only drink liquor that has brand so I don’t care who will
endorse it. ( Alvin, 17)”
 “ I am responsible enough to choose what I like no one can
encourage me try or taste something I don’t like. ( Kevin, 17)”
 “I drink liquor with good taste which adds spirits in my body
and not just because who endorse it. ( Arvin, 17)”
 “I like to watch them but they don’t encourage me to buy their
product. ( Richard, 17)”
 “I drink liquor because I kike to be drunk, I am not influence by
them. ( Patrick, 17)”
*The common answer is no because the statements above tells that
they are not encourage to buy liquor products whom endorsed by
female sexy stars they think that they can drink without their
encouragement. They feel that they can do whatever they want to
do. They are only endorsers, still we decide whether we will take it
or not.
 Table 6
How can a female sexy star endorsing liquor
product influence you?
Responses No. of Respondents
Percentage
You become
curious.
13 13.0%
Because of the
sexiness of the female 59 59.0%
sexy stars.
The product becomes
more interesting because 28 28.0%
of the female sexy stars.

Total 100 100%

 Table 6
How can a female sexy star endorsing liquor
product influence you?
Table 6 shows that a large number of respondents with 59%
or 59 respondents answered that it is only their sexiness
whom they are influence they only look for their sexy bodies
and somehow they are encourage to try their product. When
they were asked how, these were what they had say.
“I am only up to the sexiness of the body who endorsed the
product beyond that I am not interested ( Geremy, 17)”
“Masarap lang makakita ng sexy woman, pero wala po
akong paki sa iba pang mensahe ng advertisement
( Bobby, 16 )”
A number of 28% or 28 respondents answered that it is more
interesting because of the female sexy star they usually give
their side comments about the advertisement and these are the
opinions they have give.
“ Mas interesado akong makita dahil may beer ka na may
libre pang seksing babae. ( Ronnie, 18)”
“ It more interesting to see the advertisement because aside
from the liquor product you can see beautiful women.
( Ronald, 17)”
* Based on the statements above, liquor is more interesting
when it is endorsed by female sexy stars but still the dominant
answer is that only, the sexiness of the sexy stars is more
interesting rather than the product itself. They are not
influence by them to try. They have their own decision whether
to try it or not.
 Table 7
Who should probably see female sexy stars on
liquor advertisements?
Responses No. of Respondents
Percentage
Teenagers 21 21.0%
Adults 43 43.0%
Drinkers 35 35.0%
Others 1 1.0%
Total 100 100%
 Table 7
Who should probably see female sexy stars on
liquor advertisements?
Table 7 shows that who should probably see female sexy stars on
liquor advertisement, 21% or 21 respondents answered that it should
be seen by teenagers and the others answered 43% or 43 respondents
answered for adults. The remaining respondents answered drinkers
because they feel that they should be the one who could easily
understand the implied message and the remaining 1% answered his
own opinion about the subject.
*Basically, the viewers are very confused whether they should see
female sexy stars on liquor advertisement. Somehow it is very
intriguing that who will patronized their advertisement because of
some malicious act. The result describes that most adults appreciate
the advertisement that is endorsed by female sexy stars and
regarding to its use it should only focus on the liquor product itself
and not on the sexy stars.
 Table 8
How do you understand the message implied by
the female sexy stars endorsing liquor products?
Responses No. of Respondents
Percentage
To show their
sexiness.
41 41.0%
To build line
acceptance.
37 37.0%
To enhance men to
try drinking liquor.
22 22.0%

Total 100 100%

 Table 8
How do you understand the message implied by
the female sexy stars endorsing liquor products?
Table 8 presents the evidences that is purely the sexiness of the
female sexy stars stated above that 41% or 41 respondents
answered that it is only their sexiness whom they appreciate.
The message of the product for the viewers is only how we will
be enhance do drink liquor products whom endorsed by female
sexy stars. About 37% or 37 respondents answered that it is inly
to build their line acceptance in order to know more about their
product and to build a name out of the female sexy stars. A
number od 22% or 22 respondents answered that the message
implied is more on how sexy is the sexy stars endorsing the
product.
*The respondents only appreciate the sexiness of the female
sexy stars and not the message of the liquor products.
 Table 9
Do you think that female sexy stars endorsing
liquor product are right for your age?
Responses No. of Respondents Percentage

Yes 30 30.0%

No 56 56.0%

Maybe 14 14.0%

Total 100 100%

 Table 9
Do you think that female sexy stars endorsing
liquor product are right for your age?
Based on table 9, the number of responses that agreed
their age is right to seethe advertisement is 30.0% out of
the one hundred respondents, more than half of the
responses disagreed they think that their age is not right
to see that kind of advertisement and 14% of the
respondents favored the answer maybe.
*We can see that most of the teenagers nowadays are
still guarded with good sense of thinking. They know
their responsibility as a televiewers, they know their
limitations as a person of their age. They made their own
decisions whether they will take it or not.
 Table 10
When you see female sexy stars endorsing liquor
products are you encourage to buy?
Responses No. of Respondents
Percentage
Yes 28 28.0%
No 71 71.0%
Maybe 1 1.0%
Total 100 100%
 Table 10
When you see female sexy stars endorsing liquor
products are you encourage to buy?
Table 10 shows how the selected male age 16 to 18 encourage by
female sexy stars to buy their liquor products, stated above that 28%
or 28 person answered yes and more than half of the total
population answered no. There are 71 respondents who answered no
and these are their comments:
 “They are not applicable to the advertisement because they only
show their sexiness. ( Chris, 18 )”
 “Sila nga yata hindi umiinom ng kanilang produkto. ( Jazz, 16)”
 “Wala silang karapatang mag endorse ng liquor product dahil
kahit nila ako enganyuhin kapag gusto ko gagawin ko. ( Jojo, 18)”
*For the young ones they feel that female sexy stars cannot
encourage them. They know how to decide for their selves but still
there should be the older one that would give them the right advise.
 CHAPTER V
SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
The researcher made mention of what advertising is. Basically,
advertising is defined as "paid communication about goods, and
ideas or institution designed to inform or influence the people one
in accordance with the intent of the advertiser".
A female sexy star on liquor advertisement is only the bridge of
advertiser to get its target market but it influences the young
generation by their strategy.
Summary
The researcher found out that many viewers still recognized
television as the most entertaining medium of all. They often see on
liquor advertisements since most of the female sexy stars endorsed
liquor product.
Female sexy stars are not influencing factor for the young once
because they are not convinced or persuaded to buy their product
further they only appreciate the sexiness of the female sext stars.
Female sexy stars on liquor advertisement definitely attract the male
viewers. More often than not, they usually throw a second look due
to their sexiness. Sometimes, it arouses their mental faculties, thus
sending signals to the viewers. This common strategy for any
advertisers to make their products known by the general public.
Conclusion
Definitely, the advertiser will profit from the advertisement
otherwise, they would not spend so much without the
ultimate intention of gaining from it.
The influence of female sexy stars is to attract the
respondents who are mostly 16 to 18 years old to drink liquor.
The impact or the concept usually of an advertising agency is
to let the general public know what their product is and in
turn be patronized by the viewing public.
Most of the viewers were not influenced to patronize their
product, to sample the product, and to find the truth in there
advertising concept.
Recommendations
1. Consumers should not be influenced by the female sexy
stars on the liquor advertisement instead they must have
their own judgment.
2. Good labeling maybe one of the best recommendations
in selling one's product.
3. Advertisers should consider the target market's
characteristics. This strategy will help evaluate if
consumer acts favorably to the intended objective.
4. Consumers must not rely on survey and interviews alone
but further, observation and investigation can be done.
BIBLIOGRAPHY
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