TY  - MANSCPT
AU  - Calderon, Angeline M.
AU  - Jaimee Marie B.Serrano
TI  - Cultural Representations of Women Through Makeup
PY  - 2023///
CY  - Magalang, Pampanga
PB  - Pampanga State Agricultural University
N1  - ABSTRACT  Thesis Title  Author  Adviser  : Cultural Representations of Women Through Makeup  : Angeline M. Calderon  : Asst. Prof. Jaimee Marie B. Serrano  Makeup names can convey ideologies and stereotypical beliefs about femininíty as  well as create an idealized image of feminine beauty, Thís stylistic study was drawn from  the perspective of Mills (1995), who took a femnínist approach to the issues of gender  difference and the portrayal of women in society expressed via texts in cosmetic product  names. The purpose of this study was to examine the cultural representations of women  through makeup specifically in Asian, Western and Philíppine brands. Makeup produt  names from 10 Asian countries, including the Philíppines, and 1o Western countries  containing stylistic features and figurative languages were chosen through purposive  sampling. A total of 210 makeup names were obtained for the research. The names of  cOSTmetics were chosen to highlight how femininíty is portrayed through stereotypes and  ideologies. It attempted to reveal the extent to which prevailíng gender views are either  maintained or challenged through femíníst stylistic analysis. The findings of the study  show that Asian and Philippine cosmetics brands were more conservative than Western  makeup brands in terms of sexual innuendos and implicatures. Western cosmetics names  were revealed to be more provocative due to the use of both sexual and sexist terms. The  corpus of the study were analyzed in terms of their stylistic features, noun phrases and  figurative languages. The findings demonstrated that makeup names do promote an ideal  image of female beauty while also conveying ideologies and stereotypical beliefs about  femininity to the general audience
ER  -