When our favorite television show goes to a break, most of us search for another interesting show then switch back to the show we are originally watching. But when I see these advertisements on television, my initial reaction upon understanding its surface message is to analyze what is within. Yeah I know, it’s the geeky me. But I love thinking, and I can’t stop it. :P

The advertisement of Taheebo Tea and Capsules featuring Charlene Gonzales is just another commercial. But her one line there really caught my attention:

Sa akin tea, sa mga daddy, capsule. (For me tea, For daddies, capsule)

I asked myself, why impose such suggestion? Are housewives limited to drinking tea and should avoid capsules? Of course, it’s funny. But when you think about it, Gender Roles are in play here. The team who conceptualized this commercial has these assumptions:

1. The primary market would be housewives.
2. These housewives could have much idle time.
3. The secondary market would be working dads.
4. These working dads are on-the-go.
5. Teas would take time to prepare (relative to taking capsules).
6. Tea capsules are easier and faster to take.
7. Therefore, teas are for housewives.
8. And tea capsules are for working dads.

Well, I can’t blame the team who conceptualized this. As I have said in one of recent entries, Of Sex and Scissors, the market should comply with the social construction. ∞