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Abstract

The purpose of the study was to investigate the effect of advertisements on the body image and materialism among adolescents. The participants completed the research instruments which included Advertisements Questionnaire (Daud, Farooq, & Anwar, 2011), Body Image Questionnaire (Smith & Peterson, 2014) and Material Value Scale (Richins & Dawson, 1992). The sample of the study was 400 participants (boys = 200, girls = 200) with age range from 14-20 years selected from educational institutes of Islamabad. The results of the study indicated that exposure to TV advertisements lead to dissatisfaction with body image among adolescents and increased materialism. The results of the study also indicated nonsignificant gender differences regarding their perception about body image and materialism.