impact of advertisement on the life style of pakistani youth

5/22/2018 Impact of Advertisement on the Life Style of Pakistani Youth

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Contents

Sr. No. Topic Page No.

1. Abstract 1

2. Introduction 2

3. Objectives and Hypothesis 4

4. Methodology 4

5. Theoretical Frameor! 4

6. "iterature #evie $

7. %ample $

8. &niverse $

9. 'onclusion 12

10. "imitations 1(

11. #e)erences 14


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Impact of !"ertisement on t#e $ife St%&e of Pa'istani (o)t#

*stract

Objective o) this %tudy as to access to the role o) the T* advertisement in

changing the li)e style o) +a!istani youth ith the help o) the habits, attitudes, tastes,

moral standards parameter- And also to measure to hich e.tent advertisement is

use)ul in changing the li)e style and its impact on society- It as a community/based

analytical study,- A group o) 20 respondents ta!es part in the study out o) hich 10

ere )emale, 10 ere male, and data as collected )rom government college

university Faisalabad--- In results, male and )emale both point out that the

advertisement is changing li)estyle and variable associated ith li)estyle by )ar o) its

limit and can be problematic o) our society-

+e%,or!s- impact, lifestyle, advertisement, Society


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Intro!)ction

The impact o) television is immense due to combination o) audio/ visual e))ect

and broadly spread vieer ship and this )eature o) T* is orldide ac!noledge and

used as e))ective tool )or advertisement -In +a!istan no days mar!eter are heavilytargeting li)estyle in T* advertisement- Al)red Adler )irstly used li)estyle in 12, )or

person basic reaction and behavior- enial '3itrom and avid Marc 1$56 provide a

s!etch to the popularity o) li)estyle in 170s, hen several li)estyles became !non to

individuals and groups, including8 gay li)estyle, communal li)e style, student and

youth li)estyle, all )orming the ne 9alternative li)estyles:- The originality o) the

ord as somehat lost during the trans)ormation and introduction o) the alternative

li)estyles, )ocusing more on being part o) a more Hollyood li)estyle, observed bycelebrities, and )olloed by masses-

;o the


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di))erences o) the societies- The youth no, a day gros hile atching these ads and

that is hy the culture o) almost C0E o) the orld is changing- Advertisement is also

in)luencing behavior o) !ids- Advertising ma!es !ids ant things // it creates desire

//hich puts a lot o) pressure on parents- Television is a shocase )or =must have=

items that parents are e.pected to buy- ids and parents alays have to struggle about

purchases- Ghen a parent says, ?;o, I can?t buy that, I don?t have enough money?,

there?s an underlying sense that the parent is not meeting the child?s needs and is

depriving the child o) hat he or she needs to be happy-=;eelima upta, 200$6-

At the same time advertisement a))ects the psychology health the youngster

ho learn ho to get parents to respond to his or her ishes and ants- This may ta!e

the )orm o) a grunt, hine, scream, or gesture//indeed some tears may be necessary//

but eventually almost all children are able on a regular basis to persuade Mom or ad

to buy something )or them- Advertisement is integral part o) industry, and tact)ully

targeting the youngster to sell their pro)it but )orgetting that advertising has an impact

on impressionable minds o) the children- +arents should be aare that advertising is

going on, and it?s in)luencing their children more than they thin! AnandNawathe,

2007*)- +arents must educate the children to e.amine the surrounding more care)ully

and ta!e decision more logically- A %tudy done by %habbir, 200$6 shos that

+a!istani children are very much aare about T* commercials )eatures li!eJ

truth)ulness, annoyingness, taste and in)luencing characteristics o) the ad- Their

behavior is also di))erent about advertised and non/advertised brands-

T* advertising has enhanced their involvement in product selection and

purchase, they pre)er to buy T* advertised products and sometimes they ant T*

advertised products even though they do not need them- They also li!e the

advertisements o) the products that they are using and believe that products are as

good as e.pected )rom T* advertisements- Advertisement has an impact on buying

behavior o) the youth- This ultimately changes their li)estyles- In +a!istan, most

advertising agencies no target children through advertisement especially hen

advertising consumer products li!e childrens toys, chocolates, candy bars, tooth paste

etc- Faroo< Ahmed am,20106 identi)ied Impact o) mar!eting activities specially

adverting6 on children is very important and sensitive issue )or the society and

mar!eters- #esults shoed interesting )indings that ads do not impact negatively to

children memory and behavior rather it enhances the !noledge o) children and the

ads targeted to children are not e))ective )or e))ective positioning o) children related


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products mar!eters should target the parents and include ethical orientation along ith

environmental !noledge to in)luence the buying behavior o) parents-

*/ecti"es an! %pot#esis

Objective o) this research is to access to the role o) the T* advertisement inthe changing li)e style o) +a!istani youth ith the help o) the habits, attitudes, tastes,

moral standards and parameters- Gith that also to measure to hich e.tend

advertisement is use)ul in changing li)e style and its impact on society-

et#o!o&og%

It as community based analytical study, the author has developed a


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interpreting and integrating media into their on lives- &nli!e other theoretical

perspectives, &T holds that audiences are responsible )or choosing media to meet

their desires and needs to achieve grati)ication- This theory ould then imply that the

media compete against other in)ormation sources )or vieers? grati)ication-

&T has a heuristic value today because it gives communication scholars a

=perspective through hich a number o) ideas and theories about media choice,

consumption, and even impact can be vieed-=

ses an! ratifications pproac#

Mar! "evy and %ven Gindahl provide a good description o) hat it means to

be an =active consumer= o) mediaJ

=As commonly understood by grati)ications researchers, the term =audienceactivity= postulates a voluntaristic and selective orientation by audiences toard the

communication process- In brie), it suggests that media use is motivated by needs and

goals that are de)ined by audience members themselves, and that active participation

in the communication process may )acilitate, limit, or otherise in)luence the

grati)ications and e))ects associated ith e.posure- 'urrent thin!ing also suggests that

audience activity is best conceptuali3ed as a variable construct, ith audiences

e.hibiting varying !inds and degrees o) activity-=

ss)mptions of t#e T#eor%

&nli!e other theories concerning media consumption, &T gives the

consumer poer to discern hat media they consume, ith the assumption that the

consumer has a clear intent and use- This contradicts previous theories such as Mass

%ociety Theory, that states that people are helpless victims o) mass media produced by

large companies8 and Individual i))erences +erspective, hich states that

intelligence and sel)/esteem largely drive an individual?s media choice-

iven these di))ering theories, &T is uni


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e)ristic pproac# of T

at3, Blumler, and urevitch synthesi3ed that &T?s approach as )ocused

on =the social and psychological origins o) needs, hich generate e.pectations o) the

mass media or other sources, hich lead to di))erential patterns o) media e.posure or

engagement in other activities6, resulting in need grati)ications and other

conse


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Stages of t#e T#eor%

The &ses and rati)ications Theory ere developed )rom a number o) prior

communication theories and research conducted by )ello theorists-

Stage 1

In 144 Herta Her3og began to loo! at the earliest )orms o) uses and

grati)ications ith her or! classi)ying the reasons hy people chose speci)ic types

o) media- For her study, Her3og intervieed soap opera )ans and as able to identi)y

three types o) grati)ications- The three grati)ications categories, based on hy people

listened to soap operas, ere emotional, ish)ul thin!ing, and learning-L15

In 1C0 Abraham Maslo suggested that &ses and rati)ications Theory as an

e.tension o) the ;eeds and Motivation Theory- The basis )or his argument as that

people actively loo!ed to satis)y their needs based on a hierarchy- These needs are

organi3ed as Maslo?s Hierarchy o) ;eeds in the )orm o) a pyramid ith the largest,

most )undamental needs at the base and the need )or sel)/actuali3ation at the tip- From

the bottom/up the pyramid contains BiologicalK+hysical, %ecurityK%a)ety,

%ocialKBelonging, DgoK%el)/#espect and %el)/actuali3ation at the top-L17

In 154 Gilbur %chramm developed the )raction o) selection, a )ormula )or

determining hich )orm o) mass media an individual ould select- The )ormula

helped to decide the amount o) grati)ication an individual ould e.pect to gain )rom

the medium over ho much e))ort they had to ma!e to achieve grati)ication-

Stage 2

In 17 ay Blumler and enis McNuail studied the 174 election in the &nited

ingdom by e.amining people?s motives )or atching certain political programs on

television- By categori3ing the audience?s motives )or vieing a certain program, they

aimed to classi)y vieers according to their needs in order to understand any potential

mass/media e))ects- The audience motivations they ere able to identi)y helped lay

the groundor! )or their research in 1C2 and eventually the &ses and rati)ications

Theory-

In 1C2 enis McNuail, ay Blumler and oseph Bron suggested that the

uses o) di))erent types o) media could be grouped into 4 categories- The )our

categories ereJ diversion, personal relationships, personal identity and surveillance-

In 1C(/C4 McNuail, Blumler and Bron ere joined by Dlihu at3, Michael

urevitch and Hadassah Haas, in their media e.ploration- The collaborative research

began to indicate ho people sa the mass media-


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Stage 3

The most recent interest surrounding &ses and rati)ications Theory is the

lin! beteen the reason hy media is used and the achieved grati)ication-

&T researchers are developing the theory to be more predictive and

e.planatory by connecting the needs, goals, bene)its, and conse


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ni"erse

The total universe in this research as 20, 10 Male and 10 )rom the )emale

)illed 20


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bonding o) our

youth

>outh try to copy

T* Advertisement

a)ter atching it

70 40 10

T* Advertisement

impact lasts on

youth

$0 20 10

T* Advertisement

change buying

decision

75 (5 10

'elebrity in Ad has

greater impact on

youth

C0 (0 10

Advertisement is

changing the li)e

style o) our youth

50 50 10


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istri*)tion of ema&e emar's

Cases (es No No of respon!ent

re)enc%

:

re)enc%

:

re)enc%

:

o youth atch T* 50 50 10>outh spend more

than one hour in

atching T*

55 45 10

Attention to T*

Advertisement

$0 20 10

Attention to paper

Advertisement

70 40 10

Attention to billboard Advertisement

55 45 10

Advertisement is

changing the believe

o) our youth

75 (5 10

Advertisement is

changing the norms

o) society

70 40 10

Advertisement is

changing the culture

o) our society

55 45 10

T* Advertisement is

changing the

religious value o)

our youth

C0 (0 10

T* Advertisement is

changing )amilybonding o) our

youth

55 45 10

>outh try to copy

T* Advertisement

a)ter atching it

70 45 10

T* Advertisement

impact lasts on

youth

55 45 10

T* Advertisement 70 45 10


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change buying

decision

'elebrity in Ad has

greater impact on

youth

50 50 10

Advertisement is

changing the li)e

style o) our youth

50 50 10

Conc&)sion

Ge started ith the aim to e.plore the role o) advertisement in in)luencing the

li)estyle o) youth and our )indings provided astonishing insights )or )uture researchersand mar!eting managers- Ge ended up ith the )inding son the bases o) above/

mentioned statistics, e can sa)ely conclude that T* advertisement in general and

those involving same celebrities have immense and lasting e))ect on youths li)estyle,

religious value, )amily bonding and their decision ma!ing )or buying various items-

%ome o) the e))ects are really damaging )or our society, hich are generally based on

combined )amily system, established religious and cultural value and here majority

o) people cannot not a))ord to purchase the product, hich have severe temptation )or

youth in the race o) sho poer-

$imitations

"imitations and Future #esearch Implications Future researcher must test

these )indings in di))erent cultural conte.t to support our )indings or i) any di))erent

results )ound- There are some limitations o) study regarding sample selection because

entire samples ta!en )rom only one city o) +a!istan so it may not be the true

representative o) population- "i)e style, economic condition and per capita income o)

that area might have some in)luence on the community in sample- Third major

limitation o) our study is regarding the validity and reliability o) our measuring

instrument, e designed the


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Advertisements in +a!istan-European Journal of Scientific

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Haroon,M-,;isar,M-, Nureshi,M-T-,#ehman,P,M-20116- oes the Food

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Behavior@A %tudy Based on +a!istan Food Advertisement- "nternational

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ammu and ashmir, India-#'/#) %#&%%!

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