PORTRAYAL OF WOMEN FOR ADVERTISING EFFECTIVENESS IN PAKISTAN

Abstract

Advertising is one of the potent tools that affect on the buying behavior of the consumers. Similarly for the effectiveness of TV ads women is being used in different roles. Therefore this study attempts to find out the effectiveness of women in TV ads in three different perspectives i.e. appealing to product, shown with cultural values and shown as sex objects in Pakistan. The data was collected through close ended questionnaire adapted in the light of the previous studies. Purposive sampling technique was employed and sample was taken from the university students who have seen the particular TV ads. The findings show that the commercials in which women are used as appeal to product have significant effects of the buying behavior of the consumers followed by the ads in which women shown with the cultural values and then the ads in which women were presented as sex objects in TV ads. The results reinforce the previous findings with stress upon the meaningful use of the women in TV ads in Pakistan.