Influence of Televised Beauty Products Advertisements on Self-Image Among Undergraduate female students at Egerton University, Kenya

Abstract

Television advertisements for female beauty products have become a primary driver of women’s comparison with models in Kenya. This study examined how such advertisements affect the self-image and perceptions of female undergraduate students at Egerton University, Kenya, through George Gerbner's Cultivation Theory (1970). The research stemmed from concerns that ongoing exposure to idealised images of women fosters unrealistic standards, prompts social comparison, and alters self-perceptions among young women at a crucial stage of identity formation. A qualitative design facilitated an in-depth exploration of participants’ experiences. Purposive sampling selected 60 students who frequently viewed televised beauty advertisements and represented all four academic years. Data were collected through eight discussion groups: one with eight students, another with seven, using a semi-structured interview guide. Thematic analysis involved systematic coding, categorisation, and theme refinement. Findings showed that repeated exposure to idealised beauty images fostered social comparison, body dissatisfaction, and increased use of beauty products as students sought to match perceived standards. However, some participants reported positive outcomes, such as improved self-care and greater awareness of grooming, suggesting a nuanced dual effect. The study concluded that televised beauty ads significantly impact female students' self-image and perceptions. The researcher recommended that universities boost media literacy programs and that media regulators encourage more realistic, diverse representations of beauty to promote healthier self-perceptions among young women.