The Behavior of Viewers towards Women Objectification in Television Advertisements: A Case Study

Abstract

This research aims to see the women’s objectification in TV advertisement and its effects on youth using components from objectification theory. Media, especially television advertisement plays a significant role in promoting women objectification. The sampling is purposive which a nonprobability sampling is. Participants are female students of different universities of Sahiwal, Pakistan. A questionnaire is used to collect the data. The sample size is 306 adult females. The data is collected by personally visiting different universities and distributing the questionnaire among the females. The data is analyzed using SPSS and AMOS software. Different types of tests like regression and correlation are used to test the hypothesis. The results said that women's objectification leads to mental health risks. One of the Mediators' body shame impacts independent and dependent variables.