Introduction Media is an important area of study since it has the power to represent what is socially acceptable’ (Carter & Steiner 2004). Media content influences the way we perceive reality and also contributes to transmitting shaping gender roles. Despite their crucial role in our modern high-tech society, men are not represented in the media according to their number, to their social involvement, to their real life. There is a gap between what the reality of men’s and women’s lives in Pakistan
et al. (1994) finds a large loyalty effect, in which a buyer is likely to purchase the same brand as was bought on the previous shopping trip and that advertising does little to change the repeat-purchase probabilities of consumers that have just purchased the brand. Ackerberg (2001) constructs a binary logit model to show that Advertising’s effect on inexperienced consumers is positive and significant, whereas advertising has only a small and insignificant effect on experienced consumers. He also
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find
society created false consciousness such as the fetishism of commodities. Gramsci created the idea of ‘hegemony’. The concept of hegemony has been used to described the relationship between the economy and culture. Hegemony is used extensively in media and advertising today and is a successful way of imposing the ruling bloc’s interests. Feminists have argued that the ruling bloc of society is chiefly made up of white, middle class males and the interests of such a group can clearly be seen in advertising
for the most part, study findings have been long-suffering of advertising. Research on female stereotypes in India is particularly scant, and thus, there are lacks of evidences on whether women are depicted in stereotypical terms on the Indian print media or not. Advertising has been criticized for presenting women