The Explorer: Journal of Social Sciences

ISSN: 2411-0132, Vol-1, Issue (2): 42-45

www.theexplorerpak.org

PEOPLES PERCEPTION ON COMMERCIALIZED REPRESENTATION OF WOMEN

1

Nimra Riaz1, Sobia Khalid2

Department of Anthropology, PMAS Arid Agriculture University Rawalpindi,2 Department of Anthropology,
PMAS Arid Agriculture University Rawalpindi

Corresponding Author:
Nimra Riaz
PMAS Arid Agriculture University Rawalpindi
ehtashamk40@gmail.com
Abstract: TV industry is the major source of entertainment which is being regulated by the advertisement industry. The
research was conducted to study the role of women in commercial industry. The study was focused on the
commercialized representation of women. For this purpose the data was collected from students of Pir Mehr Ali Shah
Arid Agriculture University Rawalpindi by using semi-structured questionnaire. The study is both qualitative and
quantitative in nature. 72 respondents were interviewed through an interview guide over a period of two month. The
results were analyzed by co-relating the data through SPSS. The study showed that women are being used for marketing
product and that appearance of women show the advancement of the commercial ads.

Key Words: Perception, Commercialization, Moral values, Women, Marketing Product

INTRODUCTION
Perception is defined as the way in which people
detect, understanding, and interpret events to
create a sense of order for their environment
according to structural behavioral theory (Patil
2008). Commercial industry is based on
manufacturing works. Each work typically
contributes in one minor stage of business process,
rather than making a whole product from twitch to
end. It is a procedure to convert an advanced idea
to a commercial product. (Patil 2008).
Women have been used in ads as early as the
1980s in Pakistan. Even since the 1980s, the image
of being thin has been the ideal image for women
all over the country. Womens make-up has great
importance in the beauty industry. Through ads on
television and in stylish magazines, the media has
fixed perfect Western looks of women (James
2013).
Beauty is a currency system it could be claimed
that the media preserve the beauty industry as
commercials sponsor a wide range of beauty
products and activities (Naomi 1991). The models
used in commercials are erogenous which propose
to the conventional woman, that in command to be
reflected beautiful she also, must look like what she
sees in commercials. (Klein 2013). In the 19th
century, the solicitation of make-up was related
with prostitution. Particular women who wore

make-up would find looking for their future spouse

very difficult, as no highly regarded man would
marry a woman like that (James, et al. 2013).
Females are able to become top front-runners, but
the way towards the top managing place is
confused and not easy to find (Marianne 2007).
The effect of commercial industry on women is that
they actually lose their personality. The images of
women that we see in the magazine covers and in
T.V commercials doesnt set progressive influence
on the mind of their relatives and other women and
as well as male member of our society.
Resultantly women who belong to a noble family
gain the idea of this illusion and want to see their
self like those, which create sense of insecurity
among their family and dissatisfaction in their own
mind about their appearance (Greer 1992). Social
media is not the whole root of the problem of
problematic mental sicknesses, but instead, is a
normal aspect that effects the body satisfaction of
all women, whether disposed to certain
psychological disparities or not. (Klein 2013).
Anorexia is normally reproduced an individual
pathology or managing tool that narrates to a
womans deepest hesitations and lack of
self-confidence, appreciation, control and skill
(Biber, et al. 2010).

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MATERIALS AND METHODS

The study was conducted amongst the students of
Pir Mehr Ali Shah Arid agriculture University
Rawalpindi from where the data was collected
through 72 respondents by convenient sampling.
The nature of study was both qualitative and
quantitative. Following results are being correlated
in SPSS.
RESULTS
Table. 1: Suitability of Commercial Industry for Women
Variable

Sig. Values

.009

In the fifth question the significant value is -0.16

which is smaller than 0.05 so our null hypothesis is
rejected. The alternate hypothesis suggested that
since women are being used as a sexual object
hence this field is unsuitable for women are hence
proved.

.04

Table. 2: Role of Physically Fit and Beautiful Models in

used
disproportionately in
the commercial ads
Woman are being
used as decorative
object in T.V industry
Young female
models are
Considered as an
important
component of
commercial industry
Images of woman
appearing in T.V ads
are affecting our
moral values
Women are used as
a sexual object

Field of commercialization (Commercial ads) suites women.

Women are being

Commercial Industry

.12

Dependent

Independent

Variables

Variable

Women are
instrumental in
advancement
of commercial
industry

-.25
Female models
-.16

This table shows the relationship between different

dependent and an independent variable. The
significant value of first question which was on
disproportionate use of women in commercials is
0.009 which is lesser than 0.05, so the null
hypothesis is rejected which is there is no
relationship
between
women
being
disproportionately used and suitability of women in
this field. In the second question significant value is
0.04 which is smaller than 0.05 which shows the
rejection of null hypothesis and acceptance of
alternative hypothesis since there is a relationship
between two variables. Rejection of null hypothesis
indicates that since women are being used as
decorative object in T.V industry hence this field is
not suitable for women.
In the third question the significant value is 0.12

enhance
salability
goods

of

Sig. Values

.12
for commercial industry

Variables

suitable

Independent

Physical fit and beautiful women are

Dependent

which is greater than 0.05. This show the

acceptance of null hypothesis It means there is no
relationship between the suitability of women in
ads and significance of female models in
commercial industry. In the fourth question on field
of commercial ads unsuitability for women since
the images of woman appearing in T.V ads are
against our moral values as an alternative
hypothesis is accepted with a significant value of
-0.25 which is less than 0.05.

.04

In the second table there are two dependent and

one independent question. The significant value
between the question on female models being
instrumental in advancement of commercial
industry and their beauty being exploited by the
industry is 0.12 which is greater than 0.05. It
indicates the acceptance of null hypothesis that
means that there the beauty of female models has
nothing to do with the advancement of this industry.
Though it is a wide spread misperception that
Young female models are using as an element for
upgrade of selling products (Rasul 2000).
The second question was based on the perception
that there is a relationship between the beauty of
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female models with the salability of products. The

significant value here is 0.04. As 0.04<0.05 so null
hypothesis is rejected. Hence there is relationship
between two the two variables that means the
more physically fit and beautiful a model is the
more will be the salability of the product she is
representing. Women are representing in
commercial ads as a symbol of beauty object and
sex by unusual striking certain parts of their figure
(Jean 1999). This fake picture of women encourages
the other women in the society to buy certain
beauty products.
DISCUSSION
The study reveals the peoples perception on
commercial industry women and the way they have
been used in the commerciial industry. The study
helps us to gain an understanding of this field of
commercialization ads and showbiz industry in our
social setup suites women or not. Many people are
in favor of women who works in ads but some
people give their views negatively. Those people
who were not in favor of women working in
commercial industry were of the view that womens
are inducing vulgarity and totally against our moral
and cultural values.
According to Standpoint Theory which was
Proposed by Julia T. wood and Sandra Hardin. They
were of the view that. Most of the ads on television
are prepared by men. They use women only for
their negative purpose in ads. A number of
studies shows that women are usually
portrayed in adds in stereotypical characters
or use in adds such that mostly not match with
the
reality. These often negative images of
women in advertising like ads and bill boards and its
effect on young women are most important part of
the study. Most of the people said that that our
media does not represent the true image of our
cultural/religious values and hence affecting our
social values and enculturation of children. People
were of a view that commercialized image of
showbiz women has affected our local women in a
way that they start idealizing the media women and
competing to be an ideal like make them socially
unfit. Though many people favored that young
female model is an important component in
commercial industry however but when asked
about their own opinion Is they will allow their

own female members to come in industry. They

always show the negative response. Though media
keeps on bringing about changes in our society but
the commodity based impression of women has
been determined by the typical capitalistic move
which has undermined our cultural and social
values. Also it has lowered the status of women in
our society and she is not being regarded the way
she was in past few decades.
CONCLUSION
The focus of the study was towards the
commercialized representation of women which
help to understand that women are using as
commercial commodity and it also be concluded
that women appearing in commercial ads are
affecting our moral values. It also be concluded that
images of women in commercial ads affecting the
salability of product. Her appearance in commercial
ads cause advancement of commercial which
indicate that women is an important component in
advertisement.
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2000
Women in dvertisements. Journal
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Cosmetics, Fashions And The
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2013
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on

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2015 The Explorer Journal of Social Sciences-Pakistan

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