Introduction
The Kwentong Jollibee commercial "When I Meet You," released in 2018, tells the
story of Anna, a meticulous wedding planner and Gio a carefree young man as they
navigate the challenges of planning their wedding. The commercial utilizes a
heartwarming narrative to promote Jollibee products, but it also reinforces
traditional gender stereotypes, perpetuating harmful societal expectations about the
roles of men and women. This analysis will examine how the commercial portrayal
of Anna and Gio reinforces patriarchal norms, contributing to the normalization of
gender inequality.
Body Paragraph 1: Gender Stereotypes in "When I Meet You"
The Kwentong Jollibee commercial "When I Meet You" reinforces traditional
gender stereotypes by portraying Anna as a meticulous wedding planner and Gio
as a carefree young man. This dichotomy immediately establishes a stark contrast
between the characters, perpetuating the idea that women are inherently organized
and detail-oriented while men are more relaxed and casual. This portrayal
reinforces the patriarchal notion that women are expected to be responsible for
managing domestic and social affairs, while men are free from such constraints.
This stereotypical depiction is further emphasized through Anna's constant
planning and organization, contrasting with Gio's seemingly effortless and carefree
demeanor.
Body Paragraph 2: The Portrayal of Women
The commercial's portrayal of Anna perpetuates a patriarchal depiction of women,
showcasing them as subservient and focused on pleasing men. Anna primary
focus is on planning the perfect wedding, catering to Gio desires and expectations.
This emphasis on her role as a dutiful partner, catering to the needs of a man,
reinforces the traditional stereotype of women as primarily responsible for
domesticity and pleasing their male counterparts. Her meticulous planning and
organization further reinforce the expectation that women are responsible for
managing the intricacies of relationships and social events. This portrayal, while
seemingly romantic, ultimately reinforces a patriarchal power dynamic where
women are expected to prioritize the desires of men.
Body Paragraph 3: The Portrayal of Men
While Anna is depicted as the organizer and planner, Gio is portrayed as carefree
and lacking in responsibility. He is depicted as clumsy and somewhat oblivious to
the complexities of planning a wedding, relying on Anna to manage the details.
This reinforces the patriarchal stereotype of men as irresponsible and emotionally
detached, capable of pursuing their own interests without the burden of domestic
responsibilities. Gio lack of involvement in the planning process further reinforces
the idea that men are not expected to contribute to domestic tasks or relationship
management. This portrayal, while seemingly charming, ultimately perpetuates a
harmful stereotype of men as being incapable or unwilling to take on equal
responsibility in relationships.
Body Paragraph 4: Supporting Evidence
This portrayal of women as organized and responsible, while men are carefree and
uninvolved, is not unique to "When I Meet You." Several studies on gender
representation in advertising have found that women are often depicted as
domestic, nurturing, and responsible for household tasks, while men are presented
as adventurous, powerful, and in control. For example, a study by the Geena Davis
Institute on Gender in Media found that women in television commercials are
significantly more likely to be portrayed in domestic settings, while men are more
likely to be depicted in professional or leadership roles. This reinforces the idea
that the portrayal of gender roles in "When I Meet You" is not an isolated
phenomenon but reflects a broader trend in advertising and media.
Summary
In conclusion, the Kwentong Jollibee commercial "When I Meet You" reinforces
traditional gender stereotypes by portraying Anna as the organized and responsible
partner, while Gio is depicted as carefree and uninvolved. This portrayal
perpetuates harmful societal expectations about the roles of men and women,
contributing to the normalization of gender inequality. By highlighting the
commercial's perpetuation of these harmful stereotypes, this analysis aims to raise
awareness of the need for more equitable and inclusive representations of gender
in advertising and media.
