This study is about positive body image campaigns broadcasted on Pakistani television which have attained much attention for creating awareness about women’s body shaming. Media conveys and promotes socio-cultural values and societal stereotypes pertaining to body shape and size that create the perception of the ideal man and woman among individuals. Therefore, body image has become an important issue for one's self-esteem, and mental and physical health, especially among women. This study investigates the perception of body image media advertisements among female students in twin cities, Pakistan. More specifically, the study analyzes six selected media advertisement campaigns displayed on TV channels. All these selected media campaigns share one common motive i.e. awareness of body positivity. The selected campaigns have been launched by different brands through a series of video advertisements to promote their products/collections during the last five years. The study applied a quantitative approach to obtain the opinions of N=282 Pakistani female students from 5 universities. Results were analyzed through descriptive statistics. The results indicated that the selected advertisement campaigns possessed effective characteristics.
1-Qaisar Khan Senior Assistant Professor, Department of Arts and Media Foundation University Islamabad, Pakistan.2-Sher Akbar Assistant Professor, Department of Management Sciences, COMSATS University Islamabad, Pakistan3-Kiran Tauseef Bahria University Islamabad, Pakistan
Body Positivity, Body Shaming, Media Campaigns, Mental Health, Self-esteem