This is a case study of advice columns found in Filipino magazines and/or broadsheets (newspapers). It attempts to determine the "genre" of advice columns, particularly in the area of self-disclosure and the concept of ''presentation of self' or "face work strategies" of those letter writers (presumably with problems that need counseling) who seek advice and the ones who offer advice, i.e. the columnist. The importance of the study lies primarily in its use of contrastive rhetorical analysis within the bilingual context. The study is also important because it not only provides an insight into this particular genre of writing, but also has implications for the Filipino psychology of self-help, and regard for "authority."