Decoding the Emotional Impact: Objection of Women in Commercial

Media and advertising play an important role in our culture, reflecting the social norms of the society and in turn influencing the norms. The role and representation of women in advertisements can influence the attitudes formed by the general population towards them. Thus, the significance of the depiction of women by the media cannot be overlooked, as it plays a pivotal role in the shaping of societal perceptions and gender norms. This research paper investigates the emotional reaction of portrayal of women in commercials among a diverse sample of ۵۰ participants with the help of real time emotional recognition and engagement analysis, conducted with an AI application Morphcast. The findings revealed that the females tend to react with high level of disgust in response to these commercials compared to their male counterparts. This research contributes to a deeper understanding of gender based emotional reactions to potential objectifications of women within advertisements and emphasises on the need for more responsible and gender inclusive media content.