Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers

Abstract

Ads with adult themes are produced devoid of the consideration that there might children amongst the viewers watching these themes and are being cognized sexually. The current study aims to analyze the issue of sexualization in children of Pakistan through exposure to sexual themes used in TV advertisements. The current research employed dual research methods. In the first stage, qualitative content analysis of television ads was conducted, and in the second stage; focused group interviews were conducted with the children to validate the findings of the first method. The results indicate that children learn and imitate what they watch through TV advertisements. It concludes that exposure of children to such advertisements containing sexual content and themes leads to the adaptation of behavior that is not suitable for the children.