Advertisements Impact on Body Image Investment Practices of Women in India

This research paper examines the relationship between the pressure perceived the respondents, their body image investment practices and dieting thoughts and practices. Extreme and unhealthy dieting may result to eating disorders. Hence, this study has attempted to investigate the impact of advertisement pressure on the women perception and their attitude towards dieting. The sample size of this study is 915 women, and the sampling area is Chennai, India. The results of this study indicate that around 30% of the women are pressurized by advertisements. Further, the results indicate that the respondents are overestimating their present body size and wish to acquire a thinner body image and they aim to achieve this through dieting practices. The results of the study support the theory that, advertisements without doubt have an influence on the body dissatisfaction. It was further understood that dieting is an important and favored body image investment strategy of respondents to reduce their body image dissatisfaction.