Kapag Wais ang Filipina: Si Lumen sa Soap Opera


This paper analyzes the Surf laundry soap commercials featuring Lumen, a housewife, and her family. Specifically, the paper inquires into the commercials’ use of the narrative and structure of the soap opera, and the various images of the Filipino woman and housewife embedded therin. Through the soap opera format featuring various events in Lumen’s life, the Surf commercials contribute to the regimentation of the housewife in the Filipino family.