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This document provides an overview of a study on the impact of television advertisements on the lifestyle of Pakistani youth. The study aims to assess the role of TV ads in changing youth lifestyle through habits, attitudes, tastes, and moral standards. A questionnaire was administered to 20 respondents from a university, 10 male and 10 female. The uses and gratifications theory was used as the theoretical framework. Preliminary results found that both male and female respondents felt that TV ads are changing lifestyle and associated variables to a significant extent and can be problematic for society.
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Impact of Advertisement on the Life Style of Pakistani Youth
This document provides an overview of a study on the impact of television advertisements on the lifestyle of Pakistani youth. The study aims to assess the role of TV ads in changing youth lifestyle through habits, attitudes, tastes, and moral standards. A questionnaire was administered to 20 respondents from a university, 10 male and 10 female. The uses and gratifications theory was used as the theoretical framework. Preliminary results found that both male and female respondents felt that TV ads are changing lifestyle and associated variables to a significant extent and can be problematic for society.
This document provides an overview of a study on the impact of television advertisements on the lifestyle of Pakistani youth. The study aims to assess the role of TV ads in changing youth lifestyle through habits, attitudes, tastes, and moral standards. A questionnaire was administered to 20 respondents from a university, 10 male and 10 female. The uses and gratifications theory was used as the theoretical framework. Preliminary results found that both male and female respondents felt that TV ads are changing lifestyle and associated variables to a significant extent and can be problematic for society.
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 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 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 heavily targeting li)estyle in T* advertisement- Al)red Adler )irstly used li)estyle in 1121, )or person basic reaction and behavior- 2enial '3itrom and 2avid Marc 411$56 provide a s!etch to the popularity o) li)estyle in 1170s, 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 by celebrities, and )olloed by masses- ;o the <uestion arise ho Advertisement and "i)estyle are related- In business, =li)estyles= provide a means by hich advertisers and mar!eters try to target and match consumer aspirations ith products, or create aspirations relevant to ne products- There)ore mar!eters ta!e the patterns o) belie) and action characteristic o) li)estyles and direct them toard e.penditure and consumption- These patterns re)lect the demographic )actors 4the habits, attitudes, tastes, moral standards, economic levels and so on6 that de)ine a group- As a construct that directs people to interact ith their orlds as consumers, li)estyles are subject to change by the demands o) mar!eting and technological innovation- >outh is considered the builders o) any nation- The advertisement industry has a tremendous impact on our thin!ing- Most people believe hat they see on T*- The advertisers !no ho to appeal to our senses- They tell us hat to ear 4because everyone is earing it6, hat to eat 4because everyone is eating it6, and hat to do 4because everyone is doing it6- They use peer pressure very heavily- =>ou need to ear these tennis shoes because 4add a big name sports star6 is earing them and everyone else is going to ear them- >ou ant to be cool don?t you@= >ou have to have a )ast car that can go 120 mph even though the speed limit is set at about hal) Interdisciplinary Aournal o) #esearch in Business *ol- 1, Issue- C, Auly 20114pp-(1/446 They have con)used our youth ith the di))erence beteen =need= and =ant- The cultural impact on youth li)e style is global8 advertiser can use the same commercials in all over the orld 4Dbad, 20106- This leads to brea! don in the 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- Fids 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-=4;eelima Hupta, 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 2ad 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! 4AnandNawathe, 2007*)- +arents must educate the children to e.amine the surrounding more care)ully and ta!e decision more logically- A %tudy done by 4%habbir, 200$6 shos that +a!istani children are very much aare about T* commercialIs )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 childrenIs toys, chocolates, candy bars, tooth paste etc- 4Faroo< Ahmed Aam,20106 identi)ied Impact o) mar!eting activities 4specially 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 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! 0%pot#esis Objective o) this research is to access to the role o) the T* advertisement in the 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- 1et#o!o&og% It as community based analytical study, the author has developed a <uestionnaire, and the <uestion as designed to !no the point o) vie o) youth regarding the impact o)advertisement in changing the li)e style- First part o) <uestionnaire contains in)ormation regarding demographic- %econd part has the series o) close/ended indirect <uestions, hich ere based on li)estyle variables li!e believe, ;orm 'ultural value, )amily bonding and tendency to copy Ad- In the end, direct <uestion as as!ed regarding the change in li)e style due to advertisement- /random convince sampling techni<ue as used in our survey- To complete the survey 20 samples, respondents selected )rom government college university Faisalabad- 10 Male and 10 )rom the )emale )illed 20 <uestionnaires- T#eoretica& 2rame,or' 3ses an! gratifications t#eor% &ses and Hrati)ications Theory 4&HT6 is an approach to understanding hy and ho people actively see! out speci)ic media to satis)y speci)ic needs- &HT is an audience/centered approach to understanding mass communication- 2ivergent )rom other media e))ect theories ho <uestion =hat media do to people@=, &HT )ocuses on =hat people do ith media@= This 'ommunication theory is positivistic in its approach, based in the socio/ psychological communication tradition, and )ocuses on communication at the mass media scale- The driving <uestion o) &HT isJ Ghy do people use media and hat do they use them )or@ &HT discusses ho users deliberately choose media that ill satis)y given needs and allo one to enhance !noledge, rela.ation, social interactionsKcompanionship, diversion, or escape- It assumes that audience members are not passive consumers o) media- #ather, the audience has poer over their media consumption and assumes an active role in interpreting and integrating media into their on lives- &nli!e other theoretical perspectives, &HT 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- &HT 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-= 3ses an! 4ratifications 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 =audience activity= 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, &HT 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 2i))erences +erspective, hich states that intelligence and sel)/esteem largely drive an individual?s media choice- Hiven these di))ering theories, &HT is uni<ue in its assumptionsJ 1. The audience is active and its media use is goal oriented 2. The initiative in lin!ing need grati)ication to a speci)ic medium choice rests ith the audience member 3. The media compete ith other resources )or need satis)action 4. +eople have enough sel)/aareness o) their media use, interests, and motives to be able to provide researchers ith an accurate picture o) that use- 5. *aluejudgments o) media content can only be assessed by the audience- 0e)ristic pproac# of 34T Fat3, Blumler, and Hurevitch synthesi3ed that &HT?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 4or engagement in other activities6, resulting in need grati)ications and other conse<uences, perhaps mostly unintended ones-= According to Fat3, Blumler and Hurevitch?s research there ere )ive components comprising the &ses and Hrati)ications Approach- The components areJ 1. The audience is conceived as active- 2. In the mass communication process, much initiative in lin!ing grati)ication and media choice lies ith the audience member- 3. The media compete ith other sources o) satis)action- 4. Methodologically spea!ing, many o) the goals o) mass media use can be derived )rom data supplied by individual audience members themselves- 5. *alue judgments about the cultural signi)icance o) mass communication should be suspended hile audience orientations are e.plored on their on terms- According to the research, goals )or media use can be grouped into )ive uses-L5M The audience ants toJ 1. 1.Be in)ormed or educated 2. Identi)y ith characters o) the situation in the media environment 3. %imple entertainment 4. Dnhance social interaction 5. Dscape )rom the stresses o) daily li)e 0istor% Beginning in the 1140s, researchers began seeing patterns under the perspective o) the uses and grati)ications theory in radio listeners- Darly research as concerned ith topics such as children?s use o) comics and the absence o) nespapers during a nespaper stri!e- An interest in more psychological interpretations emerged during this time period- In 114$, "ass ell introduced a )our/)unctional interpretation o) the media on a macro/sociological level- Media served the )unctions o) surveillance, correlation, entertainment and cultural transmission )or both society and individuals- Stages of t#e T#eor% The &ses and Hrati)ications Theory ere developed )rom a number o) prior communication theories and research conducted by )ello theorists- Stage 1 In 1144 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-L15M In 11C0 Abraham Maslo suggested that &ses and Hrati)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-L17M In 1154 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 1171 Aay Blumler and 2enis McNuail studied the 1174 election in the &nited Fingdom 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 11C2 and eventually the &ses and Hrati)ications Theory- In 11C2 2enis McNuail, Aay Blumler and Aoseph 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 11C(/C4 McNuail, Blumler and Bron ere joined by Dlihu Fat3, Michael Hurevitch and Hadassah Haas, in their media e.ploration- The collaborative research began to indicate ho people sa the mass media- Stage 3 The most recent interest surrounding &ses and Hrati)ications Theory is the lin! beteen the reason hy media is used and the achieved grati)ication- &HT researchers are developing the theory to be more predictive and e.planatory by connecting the needs, goals, bene)its, and conse<uences o) media consumption and use along ith individual )actors- Gor! in &HT as trailbla3ing because the research o) Fat3, Blumler, and Hurevitch built on Her3og?s research and caused a paradigm shi)t )rom ho media in)luences people to ho audiences use media, diminishing the dominance o) the limited e))ects approach to mass media studies- $iterat)re 5e"ie, The role o) advertisement changes into hat the organi3ation ants them to do- there ere times that an organi3ation uses the advertising to help them survive )rom the impacts o) economic trends- %till the economists vies that the advertising lays a signi)icant e))ects on the youth- And in a long process the advertising can lead the organi3ation to competition- Based the understanding regarding the advertising, the approach rooted in the organi3ation research )or the right anser on the e))ects ) the computation- 'onse<uently, the accepted basic role other the advertising is to provide the youth ith the right amount o) in)ormation regarding to product or services, hich is related to the objective o) the competition and that is to deliver the youth satis)action- In this vie, the level o) advertising e))ect the youth ith the )ocus o) organi3ation, based on the previous studies regarding the youth behavior, there are three in)lectional )actors that a))ect the youth behavior hen buying there are enumerated as e.ternal in)luences internal in)luences and the mar!eting in)luences in hich the advertising product promotion, and the pricing techni<ues are )ound- 2e)initely mar!eting activity such as advertising e))ect both internal and e.ternal behaviors- Samp&e #andom convince sampling techni<ue as used in our survey- To complete the survey 20 samples, respondents selected )rom government college university Faisalabad- 10 Male and 10 )rom the )emale )illed 20 <uestionnaires- 3ni"erse The total universe in this research as 20, 10 Male and 10 )rom the )emale )illed 20 <uestionnaires- 6istri*)tion of st)!% gro)p on gen!er 6istri*)tion of 1a&e 5emar's Cases (es No No of respon!ent 2re7)enc% 89: 2re7)enc%89 89: 2re7)enc% 89: 2o youth atch T* 50 50 10 >outh spend more than one hour in atching T* 75 (5 10 Attention to T* Advertisement C0 (0 10 Attention to paper Advertisement 70 40 10 Attention to bill board Advertisement 70 40 10 Advertisement is changing the believe o) our youth 75 (5 10 Advertisement is changing the norms o) society 55 45 10 Advertisement is changing the culture o) our society $0 20 10 T* Advertisement is changing the religious value o) our youth $5 15 10 T* Advertisement is changing )amily $0 20 10 St)!% 4ro)p 1a&e 2ema&e Tota& ;o- o) #espondent 10 10 20 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 6istri*)tion of 2ema&e 5emar's Cases (es No No of respon!ent 2re7)enc% 89: 2re7)enc%89 89: 2re7)enc% 89: 2o 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 bill board 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 )amily bonding 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 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 researchers and 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 youthIs 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 <uestionnaire )rom the help o) di))erent literature and ma!es re<uired changes in their scale as per our sample, although e tried our best to ma!e the process standardi3ed but the sole reliability and validity o) our instrument is re)erred to them- 2espite o) all these constraints e tried our best to )ollo the standard research procedures and styles )or our sincere attempt ill add very little value in this stream o) research- 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