15 | J. Glob. & Sci.

Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

A Study of Audience Perception about the Portrayal of Women in

Advertisement of Pakistani Electronic Media

Deeba Shahwar1

Abstract
This research report will seek to define opinion and response of the viewers against the
portrayal of women in these advertisements. Survey research method has been used for the
analysis. The respondents for the survey were categorized on the basis of gender and age.
The literature review indicates that the women are portrayed mainly in two types of roles i.e.
as house wives and as attractive objects. Mostly the advertisers use females as the eye-
catching object to capture the attention of the viewers. The results argue that the portrayal of
women in advertising is changing the concept of respects about the women among the minds
of viewers and also indicate that a woman's physical beauty is likely to be an instrument for
inducing demands for products.

Key Words: Advertisements, Electronic Media, Products, Cultural Values, Women,

Stereotypical Images, Femininity in Pakistani Media

Introduction
In today's society, advertising has a profound impact on how people understand life, the
world and themselves, especially in regard to their values and their ways of choosing and
behaving. The field of advertising is extremely broad and diverse. In general terms, of
course, an advertisement is simply a public notice meant to convey information and invite
patronage or some other response. As that suggests, advertising has two basic purposes: to
inform and to persuade, and — while these purposes are distinguishable — both very often
are simultaneously present.
Advertising is not the same as marketing or public relations in many cases, though; it is a
technique or instrument employed by one or both of these.
Advertising can be very simple — a local, even— or it can be very complex, involving
sophisticated research and multimedia campaigns that span the globe. It differs according to
its intended audience, so that, for example, advertising aimed at children raises some
technical and moral issues significantly different from those raised by advertising aimed at
competent adults. Advertisement has enough power to change the public mind and it
persuades the people to buy a product and to adopt a new fashion or idea.
There are many different media and techniques employed in advertising; advertising itself is
of several different kinds: commercial advertising for products and services; public service
advertising on behalf of various institutions, programs, and causes; and — a phenomenon of
growing importance today — political advertising in the interests of parties and candidates.
"Advertising in the modern age has established itself as the most important selling media"
(Khalid, 1990).
"Research suggests that exposure to gender role stereotypes in advertising often influences
gender-stereotyped attitudes" (Singorielli, 1989).
The insight research paper will examine the outlook and manifestation of women in the
advertisements and also about the perception and estimation of the general public that
whether their portrayal is according to the cultural values and norms and how stereotypical

1
PhD Scholar, Institute of Communication Studies, University of the Punjab, Lahore, Pakistan
16 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

portrayals of Pakistani women in media advertisements are significant and also to know
about their opinion that whether the portrayal of women is justified or not?
If we relate this study with any theory of social sciences then “Social Cognitive Theory of
Mass Communication” proposed by “Albert Bandura” can be applied most efficiantly as this
research study will explore the perception of the audiences after watching the female
portrayal in the advertisements. Because of major role of mass media plays in society,
understanding the psychosocial mechanism through which symbolic communication
influences human thought, affect, and action is of significant import (Midgley, 1978).
Social cognitive theory provides an agentic conceptual framework whit in which the
researchers examine the determinants and mechanism of such effects.
Human behavior has often been explained in terms of unidirectional causation, in which
behavior is shaped and controlled either by environmental influences or by internal
dispositions. Social cognitive theory explains psychological functioning in terms or triadic
reciprocal causation (Bandura, 1986). In this transactional view of self and society, personal
factors in the form of cognitive, affective, and biological events; behavioral patterns; and
environmental events all operate as interacting detriments that influence each other
bidirectional.

Statement of the Problem

Images of women portrayed in media have restricted woman's body, mind and soul to serve
male goals. The commercialization of the media has been largely responsible for stereotypes
both old & new that have done immense harm to the image of women in society. The older
stereotype is that of submissive, house-bound woman interested in nothing beyond her daily
toils and foibles. The updated stereotype is that of attractive object. There is increasing use of
chauvinist commercials which advertise the female anatomy to sell products that bear no
relation either to their physique or needs. The present research article will try to find out
about the perception of the general viewers of the advertisements.

Objectives of the Study

The fundamental question that is raised pertaining to every research project is about its needs,
objectives and practical implications. Drastic changes in the field of mass communication has
made advertising very important for people belonging to different box of life as it performs
the function of making their mind sets regarding certain brands as well as the models
presenting the message of the advertisement.
This research includes the opinion of people belonged to certain aspects of life regarding the
portrayal of women in advertisements whether these portrayals have reduced the value of
women among their minds or they idealize the status of women as given through the
advertisements of media.
The objectives of this research can be specified as under which spotlights on finding the
answers of following questions:
 To find out whether the images of women in the advertisement are close to our
traditional and cultural values.
 The presence of female in advertisement affects the purchase of products?
 The unnecessary portrayals of Women in advertisements influence our cultural
values?
 The portrayal of women in advertisements indicates the attitude of society towards
women?
In a research article Jean Masquit describes that we are being exposed to the media from very
early ages. The images shown through media surround us and teach us lesson about how the
17 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

world should be viewed. Television is the main source of information for the today's youth.
This presents an alarming problem to females. The ways in which they are presented in
media, especially on television, can lead to the continuing oppression of women and the
continued belief that they are objects of male satisfaction. Further the studies show there was
a shift in programs (feminist oriented) during 1970. After watching media portrayals of
women, the people develop an idea of how woman should be, of what they are. It not just
men that sees these images and learns from them; women also interpret these images and
messages as directions as how to behave. In the end the research paper depicts that even
through some progress has been made, women are still, in need of better representation in
media as the media is so influential, it is important to look at the representation that it gives to
society (Jean, 2006).
The finding of a research study conducted by Irina Webster, describes that it has become
obvious that the media advertises and promotes to very unhealthy trends of extreme dieting
and other bad eating habits to the women. Most of media portrayed the images of skinny
emancipated females. By doing this they influence the sub-conscious mind of the masses.
And women continue to spend their money to achieve this unattainable look they constantly
see in the media advertising. The images of women portrayed through media in slim, even
skinny un-natural looking women's bodies as being beautiful. Women being exposed to
certain media i.e. T.V, magazines, movies and other media perceived the models as their role
models to follow. Eventually achieving this look leads them to practice some kind of dieting,
exercise or abnormal eating behaviors (Irina, 2007).
In the book "Advertising and promotion" it is described "Because of the role advertising and
promotions are asked to assume, the message and media strategies design to accomplish the
sales support objectives are again different from those in the consumers products market.
Messages tend to be more information laden to the point and design to elicit inquiries or a
question. Illustration, humor or sex appeals are much less commonly employed (George &
Michael, 1998).
In a research article by Tatyana Burtina, the writer says that we are living in a fascinating
society. We are the part of a culture where every morning we are exposed to certain programs
of media. In this age life without technology is utterly impossible and life without media is
simply unimaginable. Its every morning individual shape their lives, it is probably the
commercials that have the most influence over their lives and decisions. Advertisements
target various audiences, depending on the product but a let of it is directed towards young
adults. After being exposed these teenagers often feel self-conscious about appearance, their
size or their clothes. Thus the advantage of advertising is that they target the insecurities and
needs for acceptance, promising love and happiness the instant they purchase the given
products. Eventually the commercials are the prominent factor affecting the decisions,
choices and thinking of their targets towards certain issues (Tatyana, 2005).
The results of a research study indicate that female and male consumers exhibit significantly
different emotional and attitudinal reactions measured in the terms of disapproval, approval,
and surprise, attitude toward the ad, brand attitude, and purchase intentions. Both sexes
respond most favorably to exclusive portrayals of their own gender. In addition, females
exhibit the least favorable reactions to advertisements featuring female models in roles
superior to males. Across genders, responses are significantly affected by consumers' a priori
attitudes towards the sex role portrayal issue. (Holancova & Denisa, 2004)
In a research article by Gangadhar, the results show that Women are primarily used by
advertisers to sell products to both women & men. There is increasing use of sexist
commercials which peddle the female anatomy to sell products that bear no relation either to
their physique or needs. Depending on the sex of the target group, the strategies vary. In
female oriented advertisements, women are to identify with the female product representative
18 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

and easily enhance the appeal to men. In the male-oriented commercials, consumers are
promised the attraction of females as it happens in the commercials after use of the particular
product. Women are never shown to be knowledgeable about financial management.
Commercials also promote another stereotypical image of woman being interested only in
domestic affairs and having no interest in public affairs. These kind of stereotypical
projections raise the expectation about a woman to be young and beautiful while man to be
strong & healthy. Analysis of the settings in which male & female characters appear,
provides support for the stereotypical contention that women's domain is the house or private
sphere whereas that for the man is public or outside the house. Commercials also seem to
channelize the children in sex role stereotypes and thus primarily entail the status quo
(Nayana, 2008).
The research paper by Rosewarne is based upon the findings of a year-long data collection
and subsequent data analysis of 177 outdoor advertising images, this paper provides insight
into themes relating to the portrayals of women on billboards and in other outdoor displays in
Australia. The research indicates that women in contemporary advertising continue to be
portrayed as young, white, thin and idle (Rosewarne & Lauren, 2006).
Another study investigates women's portrayal in television advertising from the perspective
of the Jordanian consumer, focusing on the degree of attraction, perception of women's
image, and the influence of this kind of advertising on consumer buying behavior. The main
research findings show that most Jordanian consumers did not seem to deny the fact that the
sexual portrayal of women could make this kind of advertising visually attractive, though not
convincing in principle, possibly due to incompatibility with women's image in the Arab
culture. A woman's physical beauty was likely to be an instrument for inducing demands for
products (Courtney & Lockeretz, 1971).
The research article explores the relationship between media and society whether media are
agents of social changes or reinforces the status quo. The study used media portrayal of
woman as an index to explore the relationship between the society and media within the
Chinese context. Content analysis was the methodology for the collection of data regarding
the portrayal of women in media. The results show that the portrayal of women in media
relates to the social changes in China under authoritative communication and political
system. Further the findings indicate that the image of Chinese women presented by the
covers of women of China was to a large extent influenced by the socio-economic and
political-ideological changes in China (Juan & Xiao, 2008).
The research article "The portrayal of women on Television" by Helen Ingham explored the
fact that advertising is probably one of the most important and influential product of media.
These advertisements are portraying the women as house wives or sex objects while when are
shown in domestic in domestic situation, they are usually portrayed as being incompetent or
are shown to be manipulate: smarter than the females. Women are being portrayed as tall and
thin, with long legs, perfect teeth and hair and skin without blemish in sight. She is used to
advertise cosmetics, health products and any thing that can improve the appearance of body.
Moreover the study shows that women are being portrayed in variety of roles on television.
Television can be said to reflect the changing role of women, it seems to portray them in the
light of approval and disapproval, positive or negative according to the roles. More
importantly, women are represented as not being as intelligent as men, and having to rely on
them. These portrays of women have great effect on people (Helen, 1995).
The research study indicates that Television is widely known to represent and reinforce the
main stream of ideology of western culture patriarchy. While Television representation have
changed greatly in the last twenty years alone, Sexism is a systematic oppression of women
by men, and so the amount of sexism investigated as various representation of women in the
study. Moreover the study shows that television sex stereotyping occurs in relation to various
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roles in which men and women are portrayed and which have a connection with the
personality attributes they typically display. He therefore divides the stereotyping into sex
role stereotyping and sex trait stereotyping. Gunter's results show that the portrayal of women
on television is more stereotypical than that of the men (Gunter, 1986).
Paul Trowler's study indicates the portrayal of women in the form of percentages used in
different types of product advertisements. The finding showed that women were seven times
more likely to appear in personal hygiene product adverts; 75% of all adverts using women
were for the products used in the bathrooms or kitchens, 56% of women in adverts were
shown as domestic housewives and only eight different occupations were shown for women
in comparison to forty three for men. On the basis of these findings it is clear that the role of
women is much family and home oriented one (Towler, 1988).
The study of the book by June Sochen shows that despite constant pleas from feminists to TV
advertisers to start portraying women accurately, erroneous and limiting stereotypes still
prevail. If women are not depicted as the happy homemaker, they are being promoted as
nameless, faceless objects of desire. These labels contribute much to impeding women's
advancement into the traditionally male-dominated political, economic and social arenas.
This paper defines what the images of women are that are projected through television
commercials as well as determine the economic and cultural influences that mitigate such
stereotypes. The writer shows that only in identifying the problem and measuring its gravity
can we start to effectively reverse such restrictive portrayals of women in TV advertisements
(Sochen, 1987).
"The women are portrayed in advertisement only as an object of beauty and sex by high
lighting certain parts of their body, and this fake image of woman persuades the other women
in the society to buy certain beauty products" (Kilbourne, 1999).
The findings of the research article by Timothy Sexton, indicate that advertisers are also keen
to manipulate the guilty and insecurity of females by presenting the idea that their product
will assist in household maintenance and by extension enhance their attraction and self-
esteem. This kind of advertising typically underscores the ideology at work by presenting
women as mostly and sometimes even utterly dependent on her family. Furthermore, women
are rarely characterized by their cerebral abilities extant to the home environment, but instead
are portrayed as the chauffer, cook and cleaning lady. In contrast, men are presented as more
professional or else as a celebrity endorser (Timothy, 2008).
According to Rasul, women models are used as the item for promotion of selling of certain
products. Further analysis of the advertisements reveals that the gender is being used in
stereotypical way of portrayal, largely as their issues of male gaze and womanliness.
Therefore the ads demonstrate females as sex objects, obsessed with beauty ideas and
appearance (Rasul, 2000).
The constant flow of images on Media has great effect on masses. The findings show that
exposure to thin-ideal magazine images increased body dissatisfaction, negative mood states,
and eating disorder symptoms and decreased self-esteem, although it did not cause more
internalization of the thin-ideal (Harrison, 1997).
Commercials that air during evening prime time hours are often more varied and will move to
depict the needs of the working mother struggling to find proper equilibrium between family
and career. Males are far more likely to be portrayed in the home in the role of parent or
husband in evening commercial. These commercials set up an ideal for perfection that is
unattainable for most women through the utilization of ridiculously thin models and
actresses. Invariably, female characters are presented as objects of sexual domination that
seem to exist entirely to prepare themselves for the approval of the male. Commercials that
air during primetime also reproduce the traditional roles of gender inequality by not only
equating femininity with sexual desirability, but also by inculcating the ideological concept
20 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

that men are naturally dominant and authoritative by making them the keeper of the
knowledge that the advertising is intended to communicate (Bhat, Thomas & Wardlow,
1996).

Research Questions
The research questions are given as under:
 To know to what an extent people get motivated to buy a product after watching
advertisements.
 Do cultural values really matter while making an advertisement, what factors an
advertising agency keep in mind while making an advertisement for a particular gender?
 Whether the images of women in the advertisement are close to our traditional and
cultural values?
 Are the Women being used as a tool for the promotion of advertisements?
 Does the presence of female in advertisement affect the purchase of products?
 Whether the unnecessary portrayals of Women in advertisements influence our cultural
values?
 Does the portrayal of women in advertisements indicate the attitude of society towards
women?
 Whether the stereotypical images of Women are being followed or not in the
advertisements?

Research Hypotheses
“A hypothesis is an assumption not proved by experiment or observation that is made for the
sake of testing its soundness”. It can also be explained as a “statement of the expected
relationship between or among the things being studied” (Wimmer & Dominik, 1997).
In this respect a number of statements would be considered as hypothesis which would be
tested to be proved; these hypotheses are given as under:
H1. Pakistani Electronic Media is portraying women against the cultural and social values in
advertisements.
H2. Women are being used excessively in the advertisements.
H3. Media advertisements have enhanced glamour through attractive presentation of Women
in advertisements.
H4. Portrayal of women in Advertisements is creating frustration among female viewers.
H5. Women are being used as decorative and entertaining element.
H6. A woman's bodily charm is used to promote ads concerning physical fitness products,
cosmetics and those that add to appearance of the body.
H7. Young female models are treated by the advertisers as the important components in the
advertisements.

Research Methodology
By considering the need, nature and objectives of this research project, survey research
method has been used to verify the attitude of general public about the portrayal of women in
the advertisement of electronic media. Survey research methodology is adopted to get the
information about the point of view and thinking of 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 viewers.
21 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

Universe/Population
Population is the citizens of Multan who are the viewers of Pakistani electronic media and for
this a sample of 400 electronic media viewers were selected from the city of Multan/Pakistan.

Sample Size
As the electronic media mainly television is the general media for both educated and an
uneducated individual, the sample was selected only on the basis of Television viewers. The
sample comprised of male and female regarding their ages.
The sample was consisted of 200 members of youth age group (100 males+ 100 females).
This category includes the students of Multan's leading University Bahauddin Zakariya
University from different departments e.g. Mass Communication, International Relations,
MBA, Commerce, English etc. While the college students were selected from Emerson
College Multan for Boys and Government Degree College for Women.
For the category of middle age population the sample of 100 people was selected (50male+
50female). This category includes 50 house wives and 50 working males; working may be at
the offices or may be the shop keepers and other people belonging to certain different
occupations. This category covered the general public both educated and uneducated.
For the third category of old age population the sample of 100 people was selected (50male+
50female). For this category retired people were taken as the target sample. These retired
people were also selected from the educational institutes.

Sampling Techniques
The basic population is selected with the help of convenient sampling (as the viewers of
electronic media were selected by the method of simple random sampling technique.)
Survey was conducted on the sample which was in easy access and was easily 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 viewers of the advertisement of electronic media has been
used. The structured questionnaire comprises of mostly close-ended and a few open-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
Both the quantitative and the qualitative 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 and for the open-ended questions the qualitative technique is used.

Limitations
Due to the time and the resources constraints, this study has been limited to the survey from
the residents of the South Punjab (Pakistan).

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.
The qualitative analysis of results of open-ended questions of the survey is illustrated in
descriptive form.
22 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

Questions
Are the advertisements following the cultural and social values?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 24 11 0 0 0 2 37 9.25%
No 51 74 32 43 48 35 283 70.75%
Upto Some Extent 25 15 18 7 2 13 80 20%
Grand Total 100 100 50 50 50 50 400 100%

The responses regarding the question, whether the advertisement of our electronic media is
following the cultural values or not, most of the responses are negative. We can say after
analyzing the answers of general public that the portrayal of women in advertisements is not
presenting our cultural and social values. The results also prove the 1st hypothesis that
"Pakistani media is portraying women against the cultural and social values."

Portrayal of models and the settings of the advertisements are according to our cultural
values?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 0 0 2 5 4 1 12 3%
No 43 52 36 14 27 43 215 53.75%
Upto Some Extent 57 48 12 31 19 6 173 43.25%
Grand Total 100 100 50 50 50 50 400 100%

The accumulative opinion of the people shows that the portrayal of the models in the
advertisements is not according to our cultural values. 53.75% respondents have selected the
option no 2 i.e. No and only 3% are in favor that the advertisements are following the cultural
values. While 43.25% respondents think that this point is true up to some extent.

Presence of female models in advertisements is necessary to increase the salability of the

product?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 20 12 12 4 0 3 51 12.75%
No 57 41 27 18 27 31 201 50.25%
Upto Some Extent 23 47 11 28 23 16 148 37%
Grand Total 100 100 50 50 50 50 400 100%

This table indicates the point of view regarding the question that whether the presence of
female model increases the salability of the product. According to the data collected with the
help of survey research 12.75% (51) viewers answered yes, 50.25% (201) viewers chosen the
option B which is No, while 37% (148) viewers chosen the option C which is up to some
extent.
23 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

The portrayal of female model in the advertisements is presenting the actual status of
women in our society?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 33 18 9 4 2 6 72 18%
No 23 35 3 18 27 20 126 31.5%
Upto Some Extent 44 47 38 28 21 24 202 50.5%
Grand Total 100 100 50 50 50 50 400 100%

The comparative analysis of the findings reveals a significant difference among the views of
certain age groups and genders as well. 18% (72) respondents were of the view that the
advertisements of the electronic media are portraying the female model according to their
original image and status in our society, 32% (128) of the respondents chosen the option B
which is No; while 50% (200) respondents answered that the status of women being
portrayed in the advertisements is according to their original status up to some extent.

The advertisements without female model can never get the proper attention of the
viewers?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 31 11 6 3 7 22 80 20%
No 5 43 21 36 31 8 144 36%
Upto Some Extent 64 46 23 11 12 20 176 44%
Grand Total 100 100 50 50 50 50 400 100%

The general public opinion regarding the presence of female models in the advertisements
and the effect of their presence shows significantly different opinions i.e. 20% answers were
in favor of this view point while 36% are against this and 44% opinions supported this point
up to some extent. In this way 64% responses are in favor of this which proves the hypothesis
No. 6 which is "A woman's bodily charm is used to promote ads concerning physical fitness
products, cosmetics and those that add to appearance of the body." The findings also support
the Hypothesis No. 5 which is "Women are being used as decorative and entertaining
elements in the commercials."

The presence of female models in the male use product can raise the sale of that
product?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 67 11 9 2 1 36 126 31.5%
No 4 7 18 43 45 14 131 32.75%
Upto Some Extent 29 82 23 5 4 0 143 35.75%
Grand Total 100 100 50 50 50 50 400 100%

The comparative analysis of the opinion about the presence of female in the male use
products shows that the 67% Males and 11% Females of young age are in the favor of this
24 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

hypothesis and the opinion of middle age males and females also followed the same pattern
as that of youth opinion but 72% females of old age were in favor of this while only 2%
males chosen the option A. 32.75% of overall respondents preferred the option B which is
No. But most of them preferred the option C which is up to some extent.
The results show that most of the opinions are in the favor of this concern that the presence of
female can raise the salability of male use products.

Overall image of women in the advertisements is blemished?

0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 21 52 13 24 41 37 188 47%
No 34 37 5 7 0 0 83 20.75%
Upto Some Extent 45 11 32 19 9 13 129 32.25%
Grand Total 100 100 50 50 50 50 400 100%

The collective analysis of the responses regarding the overall image of female presented in
the advertisements significantly elaborate the general public opinion that the advertisement's
portrayal of female is vague rather that the actual respect of female in our Islamic and
Pakistani society. These finding also strengthen the view that Women are being used as
decorative and entertaining element and this portrayal is creating frustration among the minds
of female viewers.

The portrayal of female models in the advertisements is decreasing the respect of

women in our society?
0ptions Youth Middle Age Old Age Total
Male Female Male Female Male Female
Yes 11 47 8 36 47 21 170 42.5%
No 37 14 5 0 0 5 61 15.25%
Upto Some Extent 52 39 37 14 3 24 169 42.25%
Grand Total 100 100 50 50 50 50 400 100%

Comparative analysis of responses of the viewers shows a significant difference regarding the
question that whether the portrayals of female models in the advertisement is decreasing the
respect of the females in our society or not as 42.5% responses are in favor of this point of
view and while 15.25% responses are against this point. 42.25% people think that this point is
true up to some extent. The overall analysis shows that the portrayal of females in the ads is
decreasing the respect of female in the society.

Qualitative Analysis
The qualitative analysis was used in analyzing the views of the general public regarding open
ended question. There were two open ended questions asked from the public that why
females are being used in all the categories of the advertisements? In response to this
question most of the people were of the view that the most important motive of portraying the
women in the advertising is to capture the concentration of the viewers towards their product
and to grab the attention means to increase the potential consumer's market. Advertisers
portray the female models in striking and colorful backgrounds just to make their commercial
more eye-catching and another aim is to amplify the salability of that product as the
25 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

frequency and the reach are the factors which can change the minds of potential consumers.
As the available research study covers all the commercials during a specific time duration
that’s why statistical test is not applied.
The other question was about getting opinion of the people that how the standard and quality
of advertisements can make better or up to the mark. In response to this open ended
expression the collective view of the people was almost same.
Most of the people said that the advertisements should be according to our social and cultural
values. Advertisements should follow the Islamic teachings as well.
The dressings of the models and the settings of the advertising should be according to Islamic
values. There should not be any language or message which can cause the frustration in the
minds of the viewers.
Moreover the opinions showed that the advertisers were responsible for unnecessary and
needless portrayal of women in the advertisements. So there should be some precautionary
measures to prevent the minds of women about their distorted image in the advertisements as
such type of faint and insulting image can cause annoyance among the minds of young girls.

Conclusion and Discussion

After analyzing the data collected with the help of survey research, it is concluded that the
women are excessively and unnecessarily portrayed in the commercials. The results of survey
research reveal the general public opinion regarding the portrayal of women in the
advertisements. There were 400 respondents selected from the city of Multan.
98.5% respondents were the viewers of T.V and most of them i.e. 64.75% were heavy
viewers of T.V. 69.75% respondents used to watch the advertisements of the electronic
media. 70.75% general public was of the opinion that the advertisements are not following
the cultural and social standards. 58.25% public believed that the advertisements are the best
medium of exchanging the cultural diversities.
69.5% respondents believed that the advertisements are the agent of change in the field of
language and the dressing patterns i.e. advertisements are changing the language styles of the
viewers. 53.75% opinions were against the view that the advertisements are following our
cultural and social norms.
75.75% opinion proposed that the setting of the advertisements followed the mixed culture
i.e. Pakistani, Indian and Western as well. The presence of female is not necessary in the
opinion of 50.25% respondents. While 50% opinions assumed that the portrayal of female is
according to the actual value given to the female in our society.
44% people thought that without the female model the product can never get the proper
attention of the consumers. Similarly 53.75% respondents assumed that the presence of
females in the male use products can raise the salability of that product up to some extent.
47% people said that the female's image is being portrayed in distorted style and
unnecessarily. The advertising portrayal of females is changing the standards of respect
regarding the female in the opinion of 52.5% people.
The overall results indicate that the portrayal of females in most of the advertisements is
unnecessary and needless. The females are used as an attractive and eye-catching element of
the advertisement having the function of capturing the attention of viewers. It also reveals
that the portrayal of female in the advertisement is causing certain alterations in the cultural
and social values and also affecting the dressing styles and language expressions of the
viewers up to some extent.
Moreover the results reveal that the woman's bodily charm is used to promote ads concerning
physical fitness products, cosmetics and those that add to appearance of the body.
26 | J. Glob. & Sci. Issues, Vol 1, Issue 2, (June 2013) ISSN 2307-6275

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