The Objectification of Women in Pakistani Television Advertisements and its Impact on the Body Image of Women

Abstract

This research study signifies the objectification of women in television advertisements in Pakistan and the portrayal of women as sexual objects that are used as an attraction for the opposite gender. Content analysis was conducted of the leading Pakistani entertainment channel “Hum TV”, advertisements during the prime time for one whole month and the patterns were identified, and then the survey was conducted, 200 questionnaires were distributed among the students of University Central Punjab to know the impacts. Cultivation theory was employed to find theoretical foundations. The results of the study showed that excessive exposure to television advertisements where women are treated as sexual objects and used for the purpose of selling things cultivate an objectified image of women in society as a sex symbol. The findings also suggest that there is a high involvement of sexual content in the advertisement. Efforts are made in this regard, but there is a long way to go.

Commodification, Depiction and Objectification of Women in Pakistani Television Advertisements

“…Moreover, women in advertisements are presented as a mare gadget for male pleasure, which destroys the image of women in society (Holtzhausen et al, 2011). Furthermore, the image of objectified women has been cultivated through the constant and excessive display of women in Television advertisements where women equate with sex symbols and means of promotion in society (Daha, 2020;Nasir et al, 2021). In addition, objectification has been used in Pakistani advertisements (Farhan & Nouman, 2021), whereas Ali (2018) said that sexual objectification of women is used as a core technique in Pakistani television advertisements.…”