TELEVISION BEAUTIFICATION COMMERCIALS: A STUDY OF FEMALE UNIVERSITY STUDENTS PERSPECTIVE

Abstract

This research evaluates the university students’ perspective regarding television beautification commercials. This study strives to find out how TV commercials affect students' perception about body image, beauty standards, consumer behavior, and self-esteem. Uses and gratification theory and Cultivation Theory provided the base for the research. Population comprises female college students. The key finding revealed that exposure to beauty products is increasing due to exposure of Television beautification commercials. These commercials have a significant correlation among consumer buying behavior and self-esteem.