Effects of Conventional Media Advertisements on Body Image and Self-Esteem among Women in Islamabad

Abstract

Abstract

The purpose of this current study is to explore the effect advertisements have on the body image and self-esteem of women. Over the years, women have been  represented  in  a  stereotypical  manner  in  advertisements  which  are largely focused on beauty ideals and the thin-ideal. This can significantly affect women’s  body  image  perceptions  and  self-esteem.  This  study  aims  to investigate how the perceptions of body image and self-esteem of women are affected   by   the   depiction   of   appearance   ideals,   regarding   women,   in advertisements. A survey was conducted among 216 women between the ages of 18 to 30 years old in Pakistan. It was found that advertisements depicting appearance ideals do effect women’s body image and self-esteem; as well as, lead to the internalization of sociocultural ideals regarding appearance. This study  found  that  advertisements  caused  body  dissatisfaction  and  greater internalization  of  sociocultural  ideals  in  women.  However,  women  in  this study reported higher levels of self-esteem, contrary to other researches. This has  been  attributed  to  the  increased  diversity  in  the  representation  of appearance ideals and exposure to moderate-size models. In conclusion, this research  confirms  the  significant  effect  advertisements  have  on  how  young Pakistani women perceive their body image and self-worth.