Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers
The present study explores the impact of television advertisements on females' attitude formation toward their body. The present study is a cross sectional survey of 300 female respondent from educational institutes. Overall findings show that television advertisements are significantly consumed as source of getting information about products, services and ideas. Finding also endorses that females buying behavior in influenced by TV ads. Important dimension of the study is feeling of body dissatisfaction among females as result of exposure to skinny and slim models in TV ads. Finding shows that majority of the female idealize slim and skinny models and finds their self-dissatisfied about their own bodies. Findings supported the research hypotheses that television advertisements contribute toward creation of body dissatisfaction among female viewers.
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Television, Advertisement, Dissatisfaction, Female Viewers, Media
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(1) Neelam Zahir
Lecturer, Department of Media Studies, Woman University Swabi, KP, Pakistan.
(2) Abdul Rehman Qaisar
Assistant Professor, Department of Journalism and Mass Communication, University of Sargodha, Punjab, Pakistan.
(3) Majid Ul Ghafar
Assistant Professor, Department of Communication and Media Studies, Hazara University Mansehra, KP, Pakistan.
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Cite this article
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APA : Zahir, N., Qaisar, A. R., & Ghafar, M. U. (2016). Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers. Global Mass Communication Review, I(I), 20-27. https://doi.org/10.31703/gmcr.2016(I-I).02
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CHICAGO : Zahir, Neelam, Abdul Rehman Qaisar, and Majid Ul Ghafar. 2016. "Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers." Global Mass Communication Review, I (I): 20-27 doi: 10.31703/gmcr.2016(I-I).02
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HARVARD : ZAHIR, N., QAISAR, A. R. & GHAFAR, M. U. 2016. Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers. Global Mass Communication Review, I, 20-27.
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MHRA : Zahir, Neelam, Abdul Rehman Qaisar, and Majid Ul Ghafar. 2016. "Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers." Global Mass Communication Review, I: 20-27
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MLA : Zahir, Neelam, Abdul Rehman Qaisar, and Majid Ul Ghafar. "Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers." Global Mass Communication Review, I.I (2016): 20-27 Print.
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OXFORD : Zahir, Neelam, Qaisar, Abdul Rehman, and Ghafar, Majid Ul (2016), "Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers", Global Mass Communication Review, I (I), 20-27
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TURABIAN : Zahir, Neelam, Abdul Rehman Qaisar, and Majid Ul Ghafar. "Television Advertisement as Source of Creating Body Dissatisfaction among Females Viewers." Global Mass Communication Review I, no. I (2016): 20-27. https://doi.org/10.31703/gmcr.2016(I-I).02