Projection of women in Advertisement

BACKGROUND In 19 centuries there were no such strategies like objectifying women just to increase your sales/profit or indecent roles of women in ads for irrelevant products In the past

TOPIC : PROJECTION OF WOMEN IN ADVERTISEMENT

INTRODUCTION

INTRODUCTION

• Advertising is to persuade one to take action on a message to buy something

• Advertising has two basic purposes that is to

Inform and to persuade

• The use of women is one of the most successful ways of gaining the consumer’s attention and getting her to infer the right message in a limited amount of space and

time.

INTRODUCTION

• Women have always been objectified in advertisements and entertainment.

• In today’s business world, women are used as an object to attract consumers’

attention to the products that firms sell.

• The representation of women in the media has always been exploited It has, throughout the years, reduced women to being nothing more than objects to

increase product sales

BACKGROUND

BACKGROUND

In 19 centuries there were no such strategies like objectifying women just to increase your sales/profit or indecent roles of women in ads for irrelevant products

In the past ads were just shown to sell the product, but nowadays the use of women in ads is a new trend to

increase your profit and product sales

Many studies have shown that women abuse in marketing practices negatively affects social values and

women’s role in society

PROBLEM STATEMENT

PROBLEM STATEMENT

In this research, we are working about the projection of women in advertising because we want to find out the roles of female oriented advertisement and women brand marketing in order to understand the

positive of negative impact of consumer buying behaviour.

LITERATURE REVIEW

LITERATURE REVIEW

Media play a very important role in today’s world It affects society in so many ways The media

has become the most common and successful way of marketing of products it strongly affects

consumer perspective

In our religion women is a symbol of respect and dignity, but western society considers women as

a stunner or indecent object The concept of portraying women in ads is different in western and

eastern society

LITERATURE REVIEW

The correlation between media and women is very important because whatever role

women have in our society is influenced by media

Portrayal of Beautiful women in ad with perfect body and thin waist make many women and girls insecure These types of ads put pressure on girls to lose weight and to look thin

and beautiful like the models in the ads.

HYPOTHESIS

CONCEPTUAL FRAMEWORK

PROJECTION OF WOMEN IN

ADVERTISEMENT

INCREASE IN SALES

ATTRACTION

• Survey research method has been used to verify the attitude of general public about

the portrayal of women in the advertisement.

• Survey research methodology is adopted to get the information about the point of view and thinking of students, general public and viewers about the image of women presenting in the advertisements that what type of impacts the ads are creating over

the minds of viewersRESEARCH METHODOLOGY

• Population is our relatives (as general public), students of MAJU who are the viewers of Pakistani advertising media and for this a sample of 50 advertising

media viewers were selected from the city of Karachi/Pakistan

• In sample there are 25 male respondents and 25 female respondents.

SAMPLE SIZE

Sampling Techniques

• The basic population is selected with the help of convenient sampling (as the students, general public and viewers were selected by the method of simple random sampling technique.)

available to cater the different constraints like time, and finance

Data Collection and Data Collection Mean

• To get the basic data for testing the hypothesis and the research questions, the method of survey questionnaire from the students, general public and viewers

of the advertisement has been used The structured questionnaire comprises

of close-ended questions have been used to get the basic information and the opinion of the target sample as a tool of data collection.

Data Analysis

• The quantitative techniques have been used for the analysis of the information gathered in the method of survey For the close-ended questions the quantitative technique was used.

Data Presentation

• The quantitative analysis of the results of close-ended questions of the survey research is presented in numerical, percentages, tables, graphs and descriptive forms.

Limitations

• Due to the time and the resources constraints, this study has been limited to the survey from our relatives (as general public), students of MAJU (Pakistan, Karachi).

DATA ANALYSIS

DATA ANALYSIS DESCRIPTIVES

DATA ANALYSIS DESCRIPTIVES

• According to respondent’s opinions the rating on dependent variable impact of women in advertisement was second highest with a mean of (2.4100) The rating of increase in sales was highest with a mean of (2.4700) And the rating of attraction is lowest with a mean of (2.3900).

• The standard deviation of respondents’ opinion on attraction was the highest (0.83017),

as compared to other dimensions This indicates that there is a low involvement of

attraction in impact of women in advertisement.

attraction increase in sales

impact of women in advertisement

• The dependent variable “impact of women in advertisement” has the strongest

correlation with increase in sales (.599**), with attraction (0.522**) with the dependent job satisfaction

Model Summary

Std Error of the Estimate

REGERESSION

• Variable impact of women in advertisement.

• The R Square show Coefficient of Determination defines the square of Coefficient of

Correlation The R Square values (.272) mean 26% reliable to be used for estimation of population

• The Std Error is important because they reflect how much sampling Fluctuation a statistic will show The Std Error value show that 47% Fluctuation of Sampling Mean.

• The R change shown that differences between R-value & Adjusted R square

ANOVA

Model Sum of Squares Df Mean Square F Sig Regression

4.005 1 4.005 17.943 000a Residu

al

10.715 48 223

Total

14.720 49

• The degree of freedom means number of sample minus one.

• The F Test value (17.943) shows the combination of all variable, overall significances of the Model its mean one independent variable attraction on Dependent variable impact of women in advertisement and Observation of Independent Variable met.

CO EFFICIENT

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std Error Beta

attraction 344 081 522 4.236 000

• The Std Error is important because they reflect how much sampling fluctuation a statistic will show The St.d Error

of a statistic depends on the sample size in the general the larger sample of the St.d Error St.d Error of Constant (.205) value shows the 20% of fluctuation of sampling mean and the St.d Error of Independent Variable attraction

is (.081) value shows the 8% of fluctuation of sampling mean.

• Standardized Coefficients are the coefficient that you would obtain if the Predictors and the outcomes variable were standardized prior the analysis and the Comparing the size of the coefficient across variable The t value of Independent Variable attraction is (4.236) According to the rules if t value is greater that 2 (t>2.5) than null

hypothesis will be rejected and alternate hypothesis will be accepted.

96% of the respondents agreed and say yes that advertising is important while only 4% from the total respondents think that advertising is not important

The pie chart shows that 60% of the

respondents said that media gets their attraction mostly through television

advertisement While 16% are attracted by print media, 12% are attracted by word of mouth and only 10% are attracted by radio advertisement

This shows that 42% of the respondents said that moving image (TV) is the most powerful kind of advertisement while on second according to 38% respondents still image (bill boards) and on third number only 20% respondents said that still image (magazines , newspaper) are the powerful

kind of advertisement.

This shows that 80% of the respondents means mostly of the people are influenced

their shopping trends through

advertisement While only 20% are not influenced by advertisement

EXAMPLES

In the this add women are shown as the object of affection in a shaving

cream ad where no women are needed

IN THIS ADD A BOY IS TRYING TO GET THE PHONE NO OF A GIRL JUST TO SELL A MOBILE

CONNECTION

Conclusion

individuals in future advertisements.

should be given more emphasis than the female model

• In advertisement portrayal of women should not be vulgar, indecent or immodest

• Women should not be used in male products or irrelevant ads to attract consumers.

Recommendations

diversity and as equally competent in a wide range of activities both inside and outside the home.

• The media professionals can play an important role in promoting a constructive image of women through programmes which focus more on the projection of the hard working urban and rural women who are doing commendable job for national development