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Sexualisation and Adults: Experimenting Physical and Psychological Affects of TVCs in Pakistan
Abstract
This study intends to explore immediate interim psychological and physical effects of exposure to sexual appeals used in television advertisements on the youth. The researcher evaluates the psychological effects of television commercials in the discourse of the Elaboration likelihood model by Petty and Cacioppo (1986). Heartbeat, pulse scores, blood pressure and body temperature before, and after exposure to the commercials in physical effects are measured during the experiment. N = 102young adults age between 18 to 34 years, male and female respondents are selected to participate in the study. The employed experimental design is one group experimental research design. Exposure to sexual appeal advertisements is assured, within a controlled environment - the carefully constructed questionnaire provided to every participant for measuring the psychological impacts of sexual advertising appeal. Results revealed that there is some immediate and interim effect on the physical and psychological condition of the viewers after being exposed to advertising content with sexual appeals.
Authors
Mudassar Hussain Shah
Assistant Professor, Department of communication and Media Studies, University of Sargodha, Punjab, Pakistan
Saima Kausar
Assistant Professor, Department of communication and Media Studies, University of Sargodha, Punjab, Pakistan
Muhammad Hassan Iftikhar
Department of communication and Media Studies, University of Sargodha, Punjab, Pakistan
Keywords
Adults, Elaboration Likelihood Model, Pakistan, Sex Appeals, TVC (Television Commercials)
