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.