Delving Into a Decade of Representations of Masculinity and Femininity in Milo Sports and Wellness Commercial Advertisements

Delving Into a Decade of Representations of Masculinity and Femininity in Milo Sports and Wellness Commercial Advertisements Sandy G. Benis Jr., Sharilyn B. Rufino Submitted To The Faculty Of The Open University, Benguetstate University, La Trinidad Benguet DOI: https://dx.doi.org/10.47772/IJRISS.2025.913COM0040 Received: 27 August 2025; Accepted: 06 September 2025; Published: 08 October 2025 INTRODUCTION A single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete. They make one story become the only story (Adichie, 2013). BACKGROUND OF THE STUDY Advertising is a pervasive and powerful communication tool that shapes customer attitudes, behaviors, and perceptions. Advertising in energetic streets, where billboards tower overhead, represents deeply embedded cultural ideas about gender constructs of masculinity and femininity rather than just promoting goods or services. These commercials function as visual tales representing cultural norms and ideas in addition to commercial themes. Exploring the concepts propagated by prevalent advertisements in the Philippines offers an avenue to gather insights into how these advertisements contribute to shaping the Filipino consciousness of the gender constructs of masculinity and femininity. The way that femininity and masculinity are portrayed in Philippine ads greatly influences how society views and behaves. Advertisements uphold the power structures and disparities that already exist between men and women by reinforcing traditional gender stereotypes. By restricting people's ability to express themselves honestly and sustaining negative ideas about what it means to be a man or a woman, they help to normalize gender norms. Advertisements, however, also have the ability to dispel these myths and advance more inclusive gender images. Businesses that embrace variety and authenticity can influence societal perceptions of masculinity and femininity by encouraging tolerance and empathy for others. By embracing diversity and celebrating authenticity, advertisers can change how society views gender and advance equality and greater