Female Representation in Advertisement & Its Affect

ISBN-13: 9783659314636 / Angielski / Miękka / 2012 / 84 str.

Iftikhar Usama;Shahid Kashif

Opis

Representation of female in advertisements and its affect on the purchasing behavior of the customer, the study reflects representation of female in advertisements and its affect on the purchasing behavior of the customer. TV was selected as the medium for the study to check the female representation in TV advertisements affects the customer purchasing behavior. Study proved that female are represented negatively in the advertisement now a days. Research tries to find out that how consumer perceives it and how it affects. This research employed survey to discover findings. Surveys may be used for descriptive, explanatory, and exploratory purposes. A survey was done on one hundred respondents equally consisting males and females belonging to four shopping malls of Gujrat. It is completely immaterial to represent a women model or an actress in advertisement endorsing men products. It also demonstrates that female is negatively portrayed in advertisement. Theory stated that media should be self-regulated but media should have high standards of professionalism.

O autorze

He is M. Phil scholar and serving in Faculty of Mass Communication & Media Centre, University of Gujrat, Punjab, Pakistan. He earned his BS (Hons) in Mass Communication & Media Studies. He is assisting in the research project of Higher Education Commission, Pakistan.