Women Objectification in Context of Pakistani Advertisements: Role of Personal Variables

Abstract

The present study was conducted to investigate the role of personal factors on self-objectification that is encouraged by Pakistani advertisements. The objective of the study was to find out the differences in perception of women on Pakistani advertisement based on personal variables i.e. age, family structure, education and employment status. Convenience sampling technique and a sample of 430 unmarried women with the age bracket of 18 to 25 years were included in the study. The self-objectification was measured through the Self-Objectification-Trait Scale (Dahl, 2014).  ANOVA analysis and t test were used through the Statistical Package for Social Sciences (SPSS) v 21 for analysis. The findings indicated that there was no significant difference in self-objectification of women, under the influence of Pakistani advertisements, based on their ages and education levels. However, there was a significant difference in self-objectification of women, under the influence of Pakistani advertisements, based on their family structures and employment statuses. The study would contribute to further research to reduce the negative impact of self-objectification on young women.