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 day’s. 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, Pakistan. Stratified sampling method was taken for arrangement—subgroups of demographic characteristics—of the respondents and for data collection purpose convenience method was used. 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. So media is not working responsibly as social responsibility stated that media must assume obligations of social responsibility; and if they do not, someone must see that they do. In social responsibility theory media are controlled by community opinion, and professional ethics. Theory stated that media should be self-regulated but media should have high standards of professionalism.
Table of Contents
Introduction
Literature Review
Theoretical Framework
Methodology
Finding
Summary
References
Annexure
Objectives and Topics
The primary objective of this research is to analyze the representation of females in television advertisements and determine its impact on the purchasing behavior of customers in Gujrat, Pakistan. The study explores whether current advertising portrayals, which are often perceived as negative, influence consumer choices and how these representations are viewed in the context of local social norms.
- Analysis of the correlation between female media representation and consumer purchasing habits.
- Evaluation of customer perceptions regarding the ethical implications of female portrayals in advertising.
- Application of Cultivation Theory and Social Responsibility Theory to assess media impact.
- Investigation of consumer responses, including brand avoidance and switching behaviors, in reaction to specific advertisements.
Excerpt from the Book
Female Representation
Female representation in advertisements originally began with advertisements on goods like adult entertainment and alcohol products. The style then widens like a fire in the market and is continually broadly exercised while being inflated. It now becomes a fundamental part to have a gorgeous female model in every advertisement, which occasionally appears unneeded. They appear to advertise everything from bikes to shaving gel.
Several women right protesters speak that the women are creature assigned as just an object by these advertisements. Although the cruel reality is that advertisements portraying women is more persuading to audience of all ages and advertisers have adopted this. The advertisement begins with a pretty woman posturing in different ways chased by the good or the service presented by the advertiser. The prettiness of the model already attracts the consumer, so advertisers do not try to make efforts more to inspire them.
Although here are negative aspect in depicting female models in several advertisements but a customer is intelligent and he does not take much time to understand the female model scope in ad. It is completely irrelevant to represent a women model or an actress in advertisement endorsing men products. A few excellent examples of this are portraying a female model in Axe Deodorant ad and similarly of a partially nude woman in a car advertisement. Another disadvantage is that an extra attention given to model successfully shifted the attention from the product and hence the product got ignored at the end.
Advertisements are persuasive and inspiring instrument, which can give a huge affect on the minds of the audience and plays a main part in shaping the buying attitude and culture of the people.
Summary of Chapters
Introduction: Provides the foundation for the study by discussing the role of mass media and advertising in modern society, specifically focusing on the influence of female representation on consumer purchasing behavior.
Literature Review: Explores existing academic perspectives on 'representation' in media and its sociological impact, alongside a historical overview of advertising and female depiction.
Theoretical Framework: Defines the core academic lenses used, specifically Gerbner’s Cultivation Theory and the Social Responsibility Theory, to examine the effects of television media.
Methodology: Details the survey-based research design, including population selection in Gujrat, stratified sampling techniques, data collection processes, and the development of the questionnaire.
Finding: Presents the gathered data through graphical and statistical interpretations, analyzing respondent feedback on TV consumption, advertising influence, and societal impact.
Summary: Recaps the research objectives, methodology, and key findings, concluding that while female representation is negatively perceived, it does not directly dictate purchasing behavior.
References: Lists the academic books, online resources, and documents utilized to support the research arguments.
Annexure: Contains the full set of questions used in the survey instrument provided to the study participants.
Keywords
Advertising, Female Representation, Consumer Behavior, Cultivation Theory, Social Responsibility Theory, Purchasing Habits, Media Impact, Gender Portrayal, TV Advertisements, Societal Norms, Consumer Perception, Marketing Ethics.
Frequently Asked Questions
What is the core subject of this research study?
The study examines how the representation of females in television advertisements influences the purchasing behavior and attitudes of consumers in Gujrat, Pakistan.
What are the primary themes discussed in the paper?
The key themes include the psychological impact of advertising imagery, the ethics of female representation in media, and how consumer behavior is shaped by societal norms versus commercial influence.
What is the main research question of the study?
The research seeks to determine whether negative representations of women in television ads significantly alter the purchasing decisions of the audience.
Which scientific methodology was applied?
The authors utilized a quantitative survey method, employing a stratified sampling technique to collect data from 100 male and female respondents across four shopping malls.
What topics are covered in the main body of the work?
The main body covers a literature review on media representation, the application of communication theories, the conceptualization and operationalization of variables, and a detailed analysis of findings derived from survey data.
Which keywords define this research?
The study is defined by terms like Advertising, Female Representation, Consumer Behavior, Cultivation Theory, and Social Responsibility Theory.
Does the research conclude that advertising dictates consumer purchases?
No, the study finds that while there are negative perceptions regarding how women are portrayed, these portrayals do not directly control or change the purchasing behavior of the customers.
How do the authors perceive the role of media in society?
The authors suggest that media has a significant role in shaping reality and social behavior, and thus should operate under higher standards of professionalism and social responsibility.
- Arbeit zitieren
- Dr. Kashif Shahid (Autor:in), Usama Iftikhar (Autor:in), 2011, Female Representation in Advertisement & its Affect, München, GRIN Verlag, https://www.grin.com/document/204683
