Voyeuristic Advertisements and its Impact on the Viewers: An Empirical Study

Abstract

Advertisements related to voyeurism portray people or objects in a sensual manner. Its main intention is to capture the attention of the audience. Such advertisements are mainly concerned with selling products associated with sensuality, and beauty such as lingerie and beauty products. Such advertisements have negatively impacted society as they propagate racism, false notions of a perfect body, an inferiority complex, low self-esteem, body shaming, and gender stereotypes which lead to sexual harassment and sexualization towards women. Empirical research was conducted through convenient sampling. Research Questions were shared through Google form with around 100 respondents, aged between 18 and 40. The purpose of this study was to investigate the effects of voyeuristic advertising on viewers The following are the research questions: 1. Do viewers feel comfortable watching Voyeuristic /pleasure-seeking ads with family on the TV? 2. Does Voyeuristic/pleasure-seeking ads on roads distract riding or driving? 3. Does the Viewer experience moral conflict while watching Voyeuristic/pleasure-seeking ads? 4. In which media does the viewer come across Voyeuristic/pleasure-seeking ads? 5. Are women actors in the Voyeuristic/pleasure-seeking ads perpetuating women’s subjugation? The findings of this study suggest that voyeuristic advertising should be discouraged as it can have a negative effect on viewers. The viewers of advertisements especially women should develop critical thinking and boycott such products that perpetrate and propagate gender stereotypes. Products promoting gender equality should be encouraged.