A Study on the Effects of Women Objectification in Advertising towards Young Adults

Benedict, Bethany (2023) A Study on the Effects of Women Objectification in Advertising towards Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Women objectification has always been a controversial part of the advertising industry. Women and their bodies have always been heavily objectified all throughout history. It is not something that is unknown or unheard of. Although female objectification in the media and advertising has been the subject of numerous studies, few have emphasised on the impact that women objectification in advertising has towards young adults. Teenagers are impacted by advertising in a variety of ways, many of which have detrimental effects to their mental health and body image. Teenagers are drawn to different types of advertising. They are exposed to more commercials as they become older, which indirectly shapes their personality. The main purpose of this research is to study the effects that women objectification in advertising has on young adults. The research aims to study their opinions, behaviours, and perceptions towards this matter in order to find out just how much things have evolved over the years. In order to obtain necessary information, qualitative research will be conducted in the form of interviews in order to better understand the behaviours and attitudes of young adults towards women objectification in advertising.