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.

Commodification, Depiction and Objectification of Women in Pakistani Television Advertisements

“…In other words, the presentation of women in the media and advertisements is according to the wishes of men. It is seen that the advertisers tried to promote the concept of perfect women (Nasir, Basit & Ahmad, 2023). Moorthi et al (2014) said that males in television advertisements showed as intelligent, strong, and saviour of women in different life situations.…”