Analyzing the relationship between the cosmetics advertisement impacts and self-objectification

self-objectification is one of the women issues that has attracted a lot of attention in recent years. In the present study, using the theory of McKinley and Hyde (1996) and a quantitative survey method, the relationship between the impact of cosmetics advertising and self-objectification in women aged 18 to 35 years in Tehran has been investigated. In order to collect data, a questionnaire consisting of Kwan, Ahmad and Ahmad (2019) questionnaire and McKinley and Hyde (1996) questionnaire was used to measure the effectiveness of cosmetics advertising and was used to self-objectification, respectively. The statistical sample was determined 270 people using “SPSS Sample Power” software and the convenience sampling method was used. To analyze the data, one-sample t-test, simple regression coefficient and also Hayes Process model (to measure the effect of moderator variables) were used. The results of data analysis show that the effect of cosmetics advertising variable is considered as a suitable or moderate level predictor variable for the self-objectification variable and its two components of body surveillance and body shame. The coefficient of correlation was determined at 0.50, 0.54 and 0.48, respectively. This coefficient is negative and significant for the component of body control belief and is equal to 0.18. The variables of mother education and socio-economic status have a moderating role in the relationship between the two main variables of research.