Napoleon Quincé at ang malisya sa pagtikim ng kinse años (Napoleon Quincé and the Malice of Tasting a 15-Year Old)

Arao, D. A. (2004, August). Napoleon Quincé at ang malisya sa pagtikim ng kinse años. Plaridel (A Journal of Philippine Communication, Media and Society), 1(2), 119-132. http://www.plarideljournal.org/article/napoleon-quince-at-ang-malisya-sa-pagtikim-ng-kinse-anos/

14 Pages Posted: 19 Feb 2021

See all articles by Danilo Araña Arao

Danilo Araña Arao

University of the Philippines Diliman

Date Written: August 15, 2004

Abstract

Filipino Abstract: Ang tanong na “Nakatikim ka na ba ng kinse años?” mula sa patalastas sa billboard ng Napoleon Quincé ay nagresulta sa maraming protesta ng kababaihan at kabataan mula Pebrero hanggang Abril 2004. Ang imbestigasyong ito ay nagsusuri sa mga argumento ng mga pabor at hindi pabor sa patalastas at nagsasakonteksto ng mga isyu kaugnay sa katayuan ng kababaihan at kabataan sa lipunan. Lumalabas na ang teksto ng patalastas ay may malisyosong kahulugan kahit na itinatanggi ito ng Destileria Limtuaco. Napagsasamantalahan tuloy hindi lang ang kababaihan kundi ang kabataan, lalo na ang mga 15 taong gulang na babae. Sinasalamin ng patalastas ang patriyarkiya sa lipunan at ang seksismo sa mga patalastas sa alak. Patunay ito kung paanong ang mga negosyo ay nagsasamantala sa kababaihan at kabataan para lang makapagbenta ng produkto.

English Abstract: “Nakatikim ka na ba ng kinse años?” (Have you ever tasted a 15-year old?) is a question from a billboard advertisement of Napoleon Quincé that triggered numerous protests from women’s and children’s groups from February to April 2004. This investigative report analyzes the arguments for and against the billboard advertisement and contextualizes the issues raised vis-à-vis the status of women and children in society. The report observes that the advertisement’s double meaning is quite apparent despite Destileria Limtuaco’s claims to the contrary. It is exploitative not just of women but also of children, particularly 15-year old girls. The advertisement reflects patriarchy in society and sexism in liquor advertisements. It is proof of how businesses are wont to exploit women and children just to sell their products.

Note: Downloadable document is in Filipino.

Keywords: advertising, sexism, media, child exploitation

JEL Classification: Z10

Suggested Citation

Arao, Danilo, Napoleon Quincé at ang malisya sa pagtikim ng kinse años (Napoleon Quincé and the Malice of Tasting a 15-Year Old) (August 15, 2004). Arao, D. A. (2004, August). Napoleon Quincé at ang malisya sa pagtikim ng kinse años. Plaridel (A Journal of Philippine Communication, Media and Society), 1(2), 119-132. http://www.plarideljournal.org/article/napoleon-quince-at-ang-malisya-sa-pagtikim-ng-kinse-anos/, Available at SSRN: https://ssrn.com/abstract=3708091

Danilo Arao (Contact Author)

University of the Philippines Diliman ( email )

Department of Journalism
College of Mass Communication, UP Diliman
Quezon City, Metro Manila 1101
Philippines

HOME PAGE: http://pages.upd.edu.ph/dannyarao

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