Female Representation in Advertisement & its Affect: A study of Purchasing Behavior of the Customer, at Shopping Malls of Gujrat, Pakistan

Iftikhar, Usama, Shahid, Kashif

ISBN 10: 3659314633 / ISBN 13: 9783659314636

Published by LAP LAMBERT Academic Publishing, 2012

About this Item

Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present.

Seller Inventory # M03659314633-G

Bibliographic Details

• Title: Female Representation in Advertisement & its Affect: A study of Purchasing Behavior of the Customer, at Shopping Malls of Gujrat, Pakistan
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2012
• Language: English
• ISBN 10: 3659314633
• ISBN 13: 9783659314636
• Binding: Soft cover
• Condition: good

About this title

Synopsis

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. 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.

About the Author

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.