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THE PORTRAYAL OF WOMEN IN TV ADVERTISEMENTS AND ITS IMPACT ON THEIR MENTAL HEALTH

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06 Pages : 64-84

http://dx.doi.org/10.31703/gsr.2023(VIII-I).06      10.31703/gsr.2023(VIII-I).06      Published : Mar 2023

The Portrayal of Women in TV Advertisements and its Impact on their Mental Health

Abstract

    The portrayal of perfect images of women in television advertisements has been studied extensively in Western media. However, women's representation in Pakistani advertisements has received little attention. Therefore, this research study was intended to explore the influence of the portrayal of perfect idealized images appearing in television advertisements and their associated effects on the mental health of women. A survey was conducted and a questionnaire was filled out by 360 female students from the University Management and Technology. The participants were asked about the perfect images of models and about their experiences being exposed to such images. Furthermore, the researcher employed the social comparison theory in order to provide the theoretical framework of the study. The results suggested that the majority of women agreed that they get disappointed after watching models having slim bodies, spotless skin and fair complexion in the Pakistani advertisements. The findings concluded that such portrayal is Psychologically harming women.

    Portrayal, Mental health, Gender stereotypes, Objectification, Advertisement

    (1) Noor Ul Ain Nasir
    Lecturer, Department of School of Media and Communication Studies, University of Management & Technology, Lahore, Punjab, Pakistan.
    (2) Abdul Basit
    Lecturer, Department of School of Media and Communication Studies, University of Management & Technology, Lahore, Punjab, Pakistan.
    (3) Muhammad Sumair Ahmad
    Lecturer, Department of School of Media and Communication Studies, University of Management & Technology, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Nasir, N. U. A., Basit, A., & Ahmad, M. S. (2023). The Portrayal of Women in TV Advertisements and its Impact on their Mental Health. Global Sociological Review, VIII(I), 64-84. https://doi.org/10.31703/gsr.2023(VIII-I).06

CHICAGO

    CHICAGO : Nasir, Noor Ul Ain, Abdul Basit, and Muhammad Sumair Ahmad. 2023. "The Portrayal of Women in TV Advertisements and its Impact on their Mental Health." Global Sociological Review, VIII (I): 64-84 doi: 10.31703/gsr.2023(VIII-I).06

HARVARD

    HARVARD : NASIR, N. U. A., BASIT, A. & AHMAD, M. S. 2023. The Portrayal of Women in TV Advertisements and its Impact on their Mental Health. Global Sociological Review, VIII, 64-84.

MHRA

    MHRA : Nasir, Noor Ul Ain, Abdul Basit, and Muhammad Sumair Ahmad. 2023. "The Portrayal of Women in TV Advertisements and its Impact on their Mental Health." Global Sociological Review, VIII: 64-84

MLA

    MLA : Nasir, Noor Ul Ain, Abdul Basit, and Muhammad Sumair Ahmad. "The Portrayal of Women in TV Advertisements and its Impact on their Mental Health." Global Sociological Review, VIII.I (2023): 64-84 Print.

OXFORD

    OXFORD : Nasir, Noor Ul Ain, Basit, Abdul, and Ahmad, Muhammad Sumair (2023), "The Portrayal of Women in TV Advertisements and its Impact on their Mental Health", Global Sociological Review, VIII (I), 64-84

TURABIAN

    TURABIAN : Nasir, Noor Ul Ain, Abdul Basit, and Muhammad Sumair Ahmad. "The Portrayal of Women in TV Advertisements and its Impact on their Mental Health." Global Sociological Review VIII, no. I (2023): 64-84. https://doi.org/10.31703/gsr.2023(VIII-I).06