Male objectification in TV advertisements: A study of media design education through the lens of objectification theory

Abstract

While objectification theory has been extensively applied to the representation of women in advertising, limited scholarly attention has been given to the objectification of men, particularly within the context of Pakistani television (TV) advertisements. This study addresses this gap by examining patterns of male objectification and exploring how media and art education can function as a critical pedagogical intervention to challenge and reform objectifying advertising practices. The purpose of this research is to explore the trends and patterns of male objectification portrayed in male representation in Pakistani TV advertisements. This research was conducted through the lens of objectification theory. The study also aims to investigate the impact of such objectification on culture, art, and social value systems, as well as how media art education can help abate the objectification phenomenon in advertisements. To achieve this purpose, the present research analyzed selected Pakistani advertisements for their objectified portrayal of men. The study concludes that men are objectified in advertisements in various ways, primarily through an emphasis on their physical attributes. The findings reveal that art and media education can contribute to reforming contemporary advertising norms and values by informing them intellectually and ethically for the well-being of human—beings endowed with sensitive and refined intellect. Art and media education must therefore be considered a critical pedagogy of visual culture.

Keywords

Sexuality / Male objectification / Physical traits / Media / Advertisements

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