Abstract:
Television advertising is an industry that has a huge investment opportunity. To help evaluate whether or not
advertising investments are earning the best return on investment, it is important to know how effectively
television ads capture and maintain audience attention and engage viewers. People watching televisions are
bombarded with images and slogans through advertisements. There are more concerns regarding the
representation of women in the media. Consumers in the Sri Lankan Post war environment are confronted with a
large number of TV commercials for many products and services. In such clustered media environment, one of
the major challenges for advertising is to attract and retain the attention of consumers, who have redeveloped a
purchased patterns among huge number of brands. In the post war context women have much supremacy on the
purchase decision making. Marketers attract the women as a special segment to reach their sales target. It is
important to know the content of the TV commercials to fine-tune the best content compare with the competitors
in the market. Identifying the content of the commercials form and the consumers’ perspective helps to enrich
the commercials in an expected way. Content analysis method was used to analyze the content of 14 TV
commercials aimed at women in the post war context. Data were collected from 30 women on their perspective
on the contents in the advertisements were analyzed. Through the coding method, researchers categorized the
contents of the TV commercials as physical attractiveness, beauty, uniqueness, safety, ease, being modern, and
nourishment. Finding shows that most of the TV commercials aimed at women comprehended of the physical
attractiveness, and the beauty, to attract the women in the post war background.
