Abstract:
This research focuses on how women are portrayed in the various advertisements
that are telecasted on different channels in Sri Lanka and the impact it makes on
different people in the society, especially the problems that women face and the
consequences they encounter as a result of it. It was in 1979 January that an idea
was conceived to commence a television channel in Sri Lanka. In time to come
many television channels came into being. At present there are more than 23
television channels operating in Sri Lanka. In Sri Lanka by fixing modern antennas
and through internet viewers are able to view various global television channels.
Television not only in Sri Lanka but also globally is expanding and globally is
recognized as a media that reaches beyond barriers. There has been no systematic
research done on the effects of advertisement on female. Therefore I have decided
to consider this issue as my research topic. Thus my research objective is to study
the birth, growth of advertisement in Sri Lanka and the effects of television
advertisement telecasted on female and propose solutions for social development.
As primary research methods interviews, questioners, discussions and field work
research will be considered. As secondary research methods books, magazines,
statistics and television advertisement will be utilized. A sample of viewers will be
selected and they will be subjected to research to assess the effect of television
advertisement on them with the objective of social development research. Viewers
selected as a sample from the research area will be given a standardized questioner
and their independent answers will be solicited and subjected to research. After
research limits are established, a field work research will be conducted on the
television channels that operate in the research area, their wave length and the
viewers in the research area plus on the advertisement telecasted in the research
area. A variety of books and magazines on television advertisement, society and
social ethics will be read and how their subject content is related to the research
will be considered. Various data related to television advertisements and its impact
on the females will be gathered and subjected to research. In these circumstances
people should understand Advertisement as a medium. They should be clearly
aware of the various effects of advertisement on society. Media persons working
on advertisement should posses’ social ethics. This gives way to social research in
the field of Mass Media.
