The Impact of Beauty Standards of Women Portrayed in Advertisement and How it Affects Generation Z Women through Social Media in Malaysia

Tee, Wan Fei (2025) The Impact of Beauty Standards of Women Portrayed in Advertisement and How it Affects Generation Z Women through Social Media in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the impact of beauty standards portrayed in advertisements on the self-esteem and body image of Generation Z women in Malaysia through social media platforms. Drawing on Social Comparison and Cultivation theories, it explores how exposure to idealized beauty norms influences self-perceptions and behaviors. Utilizing a quantitative research design, data was collected from 125 respondents aged 18-26 via online surveys distributed across popular platforms like Instagram and Facebook. Findings reveal a significant prevalence of unrealistic beauty portrayals in social media advertisements, contributing to heightened self-perception challenges and body dissatisfaction among respondents. The research highlights the enduring influence of advertisers and influencers in perpetuating unattainable beauty ideals, despite growing awareness of diversity and inclusivity. The study underscores the necessity for more ethical advertising practices that promote authentic and inclusive representations of beauty, aiming to mitigate the adverse psychological impacts on Generation Z women.