Effects of Television Advertisements on The Body Image Perceptions and Self-Esteem of Adolescent Girls

Abstract

The social aspects of television are the influences this medium has had on society since its inception. The belief that this impact has been dramatic has been largely unchallenged in media theory since its inception. However, there is much dispute as to what those effects are, how serious the ramifications are and if these effects are more or less evolutionary with human communication. Critics such as Jean Kilborne have claimed that television, as well as other mass media images; harm the self-image of young girls. The primary purpose of this study is to identify what role the Television Commercials play in maintaining stereotypic beliefs concerning idealistic physical appearance amongst College Girls. It is not surprising that physical attractiveness is of overwhelming importance to us. Concern with appearance is not just an aberration of Modern Western culture. Every period of history has had its own standards of what is and is not beautiful, and every contemporary society has its own distinctive concept of the ideal physical attributes. In the 21st Century being beautiful meant wearing a corset – causing breathing and digestive problems. Now we try to diet and exercise ourselves into the fashionable shape – often with even more serious consequences. But although we resemble our ancestors and other cultures in our concern about appearance, there is a difference in degree of concern.