Introduction

Billboard advertisements are first used in 1980s and create criosity , with its
interesting, different colors, designs and messages (Teker,00!"1#$%
Billboards are charming and attractive advertising vehicles% The meaning
universality of the messages, &hotos and gra&hics, which are used in Billboards are
im&ortant and effective for the &erce&tion of the consumer% ('lden,00!"!$% The
Billboards are in the centre of the crowded city, are usually (!%)m large%
*s known, Billboards are short lived and lasted advertising vehicles, because they
change fastly% Billboard advertisements should reach consumer with its different
stimulusses, colours and designs% +t is hard to catch consumer with this vehicle, because
of the movement of the consumer% There is no time, to sto& and look the Billboard
advertisement, while running from one &lace to another% There are also e(ternal
environment stimulesses, which interru&ts target audiences &erce&tion% To catch the
consumer and to be more effective, Billboard advertisements visual and design criterias
should be formed with &erce&tion criterias view% They should gather and attract
consumers interest and attention% *s we know the &erce&tion is a &rocess by which the
stimuli (light, color, sound$ are seleceted, organi,ed and inter&reted (-olomon,
1998")).)/$%
*nother im&ortant &oint is for target audiences attention that the visual and
te(t figures of Billboards shouldnt be in image confusion% To reach this &ur&ose,
there sould be one focal &oint for consumer to focus% To *ttract the +nterest and make
the understood of Billboards message it should be clear designed, it is essential to bring
together the right visual elements which affect visual &erce&tion% By sending the
advertisement message the im&ortant factors are0
To &lace the 1isual elements, which affect visual &erce&tion,
'ffective use of white s&aces,
2etermine which element should be em&hasi,ed0 The most im&ortant
characteristic of 3erce&tion is &erce&tual selectivity0
The need, interest and the e(&ectations for the stimulus affect the individuals
&erce&tual selectivity% *nother im&ortant &oint for effective advertisement is that the
advertisement te(ts should be legible and easy readable% The 4egibility de&ends on
te(ts language (used easy readable and understandable letter ty&es$ and the interest of
the consumer, whether he or she is interested with the advertisement (Teker00!"1550
-6ker, 1999"#!$%
4egibility is not enough alone for the messages reach effect% The te(t of the
advertisement should also be readable% 7eadability de&ends on the &erce&tion level of
the letters by the reader and also de&ends on the characteristics of the letters, which
affect the readability (Becer, 1999018)$%
Literature Review
8or easy and successful &erce&tion of the advertisement, the factors like, the
si,e of the letter , the character of the letter, the color of the letter, the white s&aces
between the letters and the sentences si,e should be a&&ro&riate to gra&hic design
criterias% *nother &oint is,the color of visual and te(t elements of an Billboard
*dvertisement should be a&&ro&riate with the &roduct9service, they should be bright,
saturated, contrast and high and attractive color% 8or e(am&le, contrast colours are &ur&le.
yellow, red.high blue, green.magenta, black.white, orange.blue% The emotional, mental
and &hysical stimulusses of an individual determine the interest and attraction
&otantial of an Billboard advertisement% (Teker, 00!" 1!8$%
By determining the color, it is im&ortant to know the emotional and mental effects
of the colors of an individual% The stimulesses, which reach our feelings arise our
attention and interest% To arouse interest in a design,it is im&ortant that the focal &oint
should have been formed%
The focal &oint in a design is &rovided with em&hasi,ing one of the
elements of an design more than the other elements with hel& of si,e, color, sha&e and
measure% 'very focal &oint can obtained with contrast, because contrast means movement
in a design and avoids from monotonous%
Balance, which is a ty&e of e:ual dis&ersion of visual weight elements, is a basic
design &rinci&le% 1isual stimulation a&&ears from correct balance or disturbing balance%
Balance shows itself in sha&e, colour, movement, light and dark%There are two kinds
of balance0 symmetrical and assymmetrical balance%
The im&act of television is immense due to combination of audio. visual effect
and broadly s&read viewer shi& and this feature of T1 is worldwide acknowledge and
used as effective tool for advertisement %+n 3akistan now days marketer are heavily
targeting lifestyle in T1 advertisement% *lfred *dler firstly used lifestyle in 199, for
&erson basic reaction and behavior% 2enial ;,itrom and 2avid <arc (198)$ &rovide a
sketch to the &o&ularity of lifestyle in 19/0s, when several lifestyles became known to
individuals and grou&s, including0 gay lifestyle, communal life style, student and youth
lifestyle, all forming the new =alternative lifestyles>% The originality of the word was
somewhat lost during the transformation and introduction of the alternative lifestyles,
focusing more on being &art of a more ?ollywood lifestyle, observed by celebrities, and
followed by masses%
@ow the :uestion arise how *dvertisement and 4ifestyle are related% +n business,
AlifestylesA &rovide a means by which advertisers and marketers try to target and match
consumer as&irations with &roducts, or create as&irations relevant to new &roducts%
Therefore marketers take the &atterns of belief and action characteristic of lifestyles and
direct them toward e(&enditure and consum&tion% These &atterns reflect the demogra&hic
factors (the habits, attitudes, tastes, moral standards, economic levels and so on$ that
define a grou&% *s a construct that directs &eo&le to interact with their worlds as
consumers, lifestyles are subBect to change by the demands of marketing and
technological innovation%
Couth is considered the builders of any nation% The advertisement industry has a
tremendous im&act on our thinking% <ost &eo&le believe what they see on T1% The
advertisers know how to a&&eal to our senses% They tell us what to wear (because
everyone is wearing it$, what to eat (because everyone is eating it$, and what to do
(because everyone is doing it$% They use &eer &ressure very heavily% ACou need to wear
these tennis shoes because (add a big name s&orts star$ is wearing them and everyone else
is going to wear them% Cou want to be cool donDt youEA Cou have to have a fast car that
can go 10 m&h even though the s&eed limit is set at about half +nterdisci&linary Fournal
of 7esearch in Business 1ol% 1, +ssue% #, Fuly 011(&&%!9.55$
They have confused our youth with the difference between AneedA and Awant%
The cultural im&act on youth life style is global0 advertiser can use the same commercials
in all over the world ('bad, 010$% This leads to break down in the differences of the
societies% The youth now, a day grows while watching these ads and that is why the
culture of almost #0G of the world is changing% *dvertisement is also influencing
behavior of kids% *dvertising makes kids want things .. it creates desire ..which &uts a lot
of &ressure on &arents% Television is a showcase for Amust haveA items that &arents are
e(&ected to buy% Hids and &arents always have to struggle about &urchases% Ihen a
&arent says, D@o, + canDt buy that, + donDt have enough moneyD, thereDs an underlying sense
that the &arent is not meeting the childDs needs and is de&riving the child of what he or
she needs to be ha&&y%A(@eelima Ju&ta, 008$%
-ymmetrical balance means that the re&utation of the elements in same
conditions% *ssymetric balance is the form of the elements, which have not e:ual visual
weights and attractions (Kellek, 005$%
'motional stimulusses are more interesting than the other stimulusses% The
emotional effects of the &ictures or visuals, which em&hasi,e love, hate, ha&&iness,
freedom, entertainment, nourishment and se(uality of target audiences are im&ressive for
the message of the advertisement% Ihen we analy,e the Billboard advertisements we can
see that man and woman se(ualities are used in a lot of Billboards% The se(ual
stimulusses are one of the emotional stimulesses, which affect directly the target
audiences, so that they are used in a lot of Billboards *ds%
Objective of the Study
To know the im&act of te(tile advertisements billboards on the female students%
To know the behavior of female students towards te(tile fashion%
To know that the female students res&ond to these billboards%
To know are they can afford the advertised ty&e of clothing%
Rationale of the Study
This study concerned with the investigation to find out the im&act of te(tile
billboards on the dressing of female students in J; Lniversity 8aisalabad and also know
the that female students res&ond to these billboard and are they can afford the
advertisement ty&e of clothing% This study is related to reach this &ur&ose, there should
be one focal &oint for consumer to focus and also to *ttract the +nterest and make the
understood of Billboards message it should be clear designed, it is essential to bring
together the right visual elements which affect visual &erce&tion%
Hypothesis
Billboard advertisements are attractive for female students%
Lniversity female students have desired to buy those dresses which advertised%
Those advertised dresses are costly and not affordable for all%
Research Methodology
+n this research &a&er we conduct a survey from the female students of J; Lniversity
8aisalabad% 2ue to the s&ecified number of female students there, we get the sam&le of
100 :uestionnaire filled by those students% Then we gathered the results by using4ikert
-cale <ethods% ?ere are the few following results we get to know from those students%
Theoretical Fraewor!
"ultivation Theory
#aniel "handler
;ultivation theory (sometimes referred to as the cultivation hy&othesis or
cultivation analysis$ was an a&&roach develo&ed by 3rofessor Jeorge Jerbner,
dean of the *nnenberg -chool of ;ommunications at the Lniversity of
3ennsylvania% ?e began the D;ultural +ndicatorsD research &roBect in the mid.
19/0s, to study whether and how watching television may influence viewersD
ideas of what the everyday world is like% ;ultivation research is in the DeffectsD
tradition% ;ultivation theorists argue that television has long.term effects which
are small, gradual, indirect but cumulative and significant%
They em&hasi,e the effects of television viewing on the attitudes rather than the
behaviour of viewers% ?eavy watching of television is seen as Mcultivating
attitudes which are more consistent with the world of television &rogrammes
than with the everyday world% Iatching television may tend to induce a general
mindset about violence in the world, :uite a&art from any effects it might have
in inducing violent behaviour% ;ultivation theorists distinguish between Mfirst
order effects (general beliefs about the everyday world, such as about the
&revalence of violence$ and Msecond order effects (s&ecific attitudes, such as to
law and order or to &ersonal safety$%
Jerbner argues that the mass media cultivate attitudes and values which are
already &resent in a culture" the media maintain and &ro&agate these values
amongst members of a culture, thus binding it together% ?e has argued that
television tends to cultivate middle.of.the. road &olitical &ers&ectives% *nd
Jross considered that Dtelevision is a cultural arm of the established industrial
order and as such serves &rimarily to maintain, stabili,e and reinforce rather
than to alter, threaten or weaken conventional beliefs and behavioursD (19##, in
Boyd. Barrett N Braham 198#, &% 100$% -uch a function is conservative, but
heavy viewers tend to regard themselves as DmoderateD%
;ultivation research looks at the mass media as a sociali,ing agent and
investigates whether television viewers come to believe the television version
of reality the more they watch it% Jerbner and his colleagues contend that
television drama has a small but significant influence on the attitudes, beliefs
and Budgements of viewers concerning the social world% The focus is on Mheavy
viewers% 3eo&le who watch a lot of television are likely to be more influenced
by the ways in which the world is framed by television &rogrammes than are
individuals who watch less, es&ecially regarding to&ics of which the viewer has
little first.hand e(&erience% 4ight viewers may have more sources of
information than heavy viewers% Fudith van 'vra argues that by virtue of
ine(&erience, young viewers may de&end on television for information more
than other viewers do (van 'vra 1990, &% 1/#$, although ?awkins and 3ingree
argue that some children may not e(&erience a cultivation effect at all where
they do not understand motives or conse:uences (cited by van 'vra, ibid%$% +t
may be that lone viewers are more o&en to a cultivation effect than those who
view with others (van 'vra 1990, &% 1#1$%
Television is seen by Jerbner as dominating our Dsymbolic environmentD% *s
<cOuail and Iindahl note, cultivation theory &resents television as Dnot a
window on or reflection of the world, but a world in itselfD (199!, &% 100$%
Jerbner argued that the over.re&resentation of violence on television
constitutes a symbolic message about law and order rather than a sim&le cause
of more aggressive behaviour by viewers (as Bandura argued$% 8or instance, the
action. adventure genre acts to reinforce a faith in law and order, the status :uo
and social Bustice (baddies usually get their Bust dessert$%
-ince 19/#, Jerbner and his colleagues have been analysing sam&le weeks of
&rime.time and daytime television &rogramming% ;ultivation analysis usually
involves the correlation of data from content analysis (identifying &revailing
images on television$ with survey data from audience research (to assess any
influence of such images on the attitudes of viewers$% ;ontent analysis by
cultivation theorists seeks to characteri,e Mthe T1 world% -uch analysis shows
not only that the T1 world is far more violent than the everyday world, but
also, for instance, that television is dominated by males and over.re&resents the
&rofessions and those involved in law enforcement%
*udience research by cultivation theorists involves asking large.scale &ublic
o&inion &oll organi,ations to include in their national surveys :uestions
regarding such issues as the amount of violence in everyday life% *nswers are
inter&reted as reflecting either the world of television or that of everyday life%
7es&ondents are asked such :uestions as" MIhat &ercentage of all males who
have Bobs work in law enforcement or crime detectionE +s it 1 &ercent or 10
&ercentE% Pn *merican T1, about 1 &ercent of all male characters hold such
Bobs, and about 1 &ercent of males are em&loyed in the L-* in these Bobs, so 10
&ercent would be the MT1 answer and 1 &ercent would be the Mreal.world
answer (2ominick 1990, &% )1$%
*nswers are then related to the amount of television watched, other media
habits and demogra&hic data such as se(, age, income and education% The
cultivation hy&othesis involves &redicting or e(&ecting heavy television
viewers to give more T1 answers than light viewers% The res&onses of a large
number of heavy viewers are com&ared with those of light viewers% * tendency
of heavy viewers to choose T1 answers is inter&reted as evidence of a
cultivation effect%
+n a survey of about 5)0 @ew Fersey schoolchildren, #! &ercent of heavy
viewers com&ared to / &ercent of light viewers gave the T1 answer to a
:uestion asking them to estimate the number of &eo&le involved in violence in
a ty&ical week% The same survey showed that children who were heavy viewers
were more fearful about walking alone in a city at night% They also
overestimated the number of &eo&le who commit serious crimes (2ominick
1990, &% )1$% Pne controlled e(&eriment addressed the issue of cause and
effect, mani&ulating the viewing of *merican college students to create heavy.
and light.viewing grou&s% *fter / weeks of controlled viewing, heavy viewers
of action.adventure &rogrammes were indeed found to be more fearful of life in
the everyday world than were light viewers (ibid%, &% )1!$%
;ultivation theorists are best known for their study of television and viewers,
and in &articular for a focus on the to&ic of violence% ?owever, some studies
have also considered other mass media from this &ers&ective, and have dealt
with to&ics such as gender roles, age grou&s, ethnic grou&s and &olitical
attitudes% * study of *merican college students found that heavy soa& o&era
viewers were more likely than light viewers to over.estimate the number of
real.life married &eo&le who had affairs or who had been divorced and the
number of women who had abortions (2ominick 1990, &% )1$%
The difference in the &attern of res&onses between light and heavy viewers
(when other variables are controlled$, is referred to as the Dcultivation
differentialD, reflecting the e(tent to which an attitude seems to be sha&ed by
watching television% Plder &eo&le tend to be &ortrayed negatively on television
and heavy viewers (es&ecially younger ones$ tend to hold more negative views
about older &eo&le than lighter viewers% <ost heavy viewers are unaware of
any influence of television viewing on their attitudes and values%
;ultivation theorists argue that heavy viewing leads viewers (even among high
educational9high income grou&s$ to have more homogeneous or convergent
o&inions than light viewers (who tend to have more heterogeneous or divergent
o&inions$% The cultivation effect of television viewing is one of DlevellingD or
Dhomogeni,ingD o&inion% Jerbner and his associates argue that heavy viewers of
violence on television come to believe that the incidence of violence in the
everyday world is higher than do light viewers of similar backgrounds% They
refer to this as a mainstreaming effect%
<isBudging the amount of violence in society is sometimes called the Dmean
world syndromeD% ?eavy viewers tend to believe that the world is a nastier &lace
than do light viewers% 3ingree and ?awkins (1981, cited in ;ondry 1989, &%
1#$ studied 1,80 &rimary schoolchildren (nd.11th grade$ in *ustralia using
viewing diaries and :uestionnaires% They found that heavy viewing led to a
Dtelevision.biasedD view of *ustralia as a Dmean and violentD &lace% The children
with the bleakest &icture of *ustralia were those who most watched *merican
crime adventure &rogrammes% Pddly, they did not Budge the L-* to the same
e(tent by these &rogrammes%
Jerbner re&orted evidence for DresonanceD . a Ddouble doseD effect which may
boost cultivation% This is held to occur when the viewers everyday life
e(&eriences are congruent with those de&icted in the television world% 8or
instance, since on television women are most likely to be victims of crime,
women heavy viewers are influenced by the usual heavy viewer mainstreaming
effect but are also led to feel es&ecially fearful for themselves as women% The
cultivation effect is also argued to be strongest when the viewerDs
neighbourhood is similar to that shown on television% ;rime on television is
largely urban, so urban heavy viewers are subBect to a double dose, and
cultivation theorists argue that violent content DresonatesD more for them% The
strongest effects of heavy viewing on attitudes to violence are likely to be
amongst those in the high crime areas of cities%
"riticiss of cultivation theory
;ultivation theory offers a very &lausible case, &articularly in its em&hasis on
the im&ortance of mediation and on the symbolic function of television in its
cultural conte(t% ?owever, the theory is subBect to a number of criticisms%
Jerbner has been critici,ed for over.sim&lification% 2enis <cOuail argues that
Mit is almost im&ossible to deal convincingly with the com&le(ity of &osited
relationshi&s between symbolic structures, audience behaviour and audience
views, given the many intervening and &owerful social background factorsD (in
Boyd.Barrett N Braham 198#, &&% 99.100$% Pur attitudes are likely to be
influenced not only by T1, but by other media, by direct e(&erience, by other
&eo&le, and so on%
* correlation between television e(&osure and the beliefs of viewers do not, of
course, &rove that there is a causal relationshi&, although it may suggest the
&ossibility of one% There could be a another common factor influencing the
a&&arently associated ones% ?awkins and 3ingree could not find conclusive
&roof of the direction of the relationshi& between television viewing and
viewersD ideas about social reality% 7ather than heavy T1 viewing leading
&eo&le to be more fearful, it may be that more fearful &eo&le are drawn to
watching more television than other &eo&le% There might be a reci&rocal
relationshi&" Dtelevision viewing causes a social reality to be constructed in a
&articular way, but this construction of social reality may also direct viewing
behaviourD (?awkins N 3ingree 198!, cited in <cOuail N Iindahl 199!, &%
101$% +n any case, surveys cannot establish causation%
;ultivation research does avoid the artificiality of laboratory e(&eriments . it is
based on normal viewing over a long &eriod . but it is subBect to the usual
criticisms of both content analysis and surveys%
-ome studies have shown that careful controls of various variables tend to
reduce or eliminate cultivation effects% 2oob and <ac2onald (19#9, cited in
;ondry 1989, &% 1!0$ re&ort that in the study of the to&ic of violence, controls
for neighbourhood were more reliable than the controls for income used by
Jerbner% ?irsch (1980, cited in 4ivingstone 1990, &% 1/$, argued that an
a&&arent relationshi& between e(&osure to violence on television and fear of
crime can be e(&lained by the neighbourhood viewers live in% Those who live
in high.crime areas are more likely to stay at home and watch television and
also to believe that they have a greater chance of being attacked than are those
in low.crime areas% ;ultivation theorists do tend to under&lay the &oint that
heavy and light viewers do vary in other ways in addition to their T1 viewing
habits, such as in age, se( and education%
3ingree N ?awkins have argued that breakdowns by content ty&e are more
useful than measures of total viewing, because viewers are selective% <ore
s&ecifically content.based measures would show stronger correlations in
cultivation analysis (;ondry 1989, &% 18$% Pver. reliance on content analysis
misses subtleties and assumes that meaning resides DinD television &rogrammes
(although Jerbner does em&hasi,e connotative rather than denotative meaning
unlike many in DeffectsD tradition$% *lso, different genres . and even different
&rogrammes . contribute to the sha&ing of different realities, but cultivation
analysis assumes too much homogeneity in television &rogrammes (though
some commentators would argue that there is increasing homogeneity in
television &rogrammes which may make the cultivation case stronger$%
*sking viewers for their estimations of crime statistics is a crude measure of
their beliefs about crime% 2oob N <ac2onald note that there is evidence of a
cultivation effect with social :uestions (e%g% D?ow many muggings were there in
your neighbourhood last yearED$ but less so with &ersonal :uestions (e%g% D*re
you afraid of being muggedED$% 'ven in the conte(t of a symbolic function,
some critical theorists go further than cultivation theorists, arguing for instance
that the relative absence of female characters on television is a symbolic
statement about their lack of im&ortance in current social reality" women are
Dsymbolically annihilatedD%
;ondry (1989, &% 1!9$ makes the &oint that viewers donDt usually use &eo&le on
television for Dsocial com&arisonD% Ie are not worried by contrasts between how
&eo&le on television look and live and the way we do% +f we were, then the
heaviest viewers would be most concerned about their a&&earance, health and
weight because television actors and actresses tend to be young, thin and
attractive% But the heaviest viewers are in fact least concerned about their health
and weight%
There is relatively little evidence of cultivation effects outside the L-*% Iober
(19#8, cited in ;ondry 1989, &% 1!0$ found no British evidence of a link
between heavy viewing and insecurity% But this may be because there is less
violence on British television than in the L-*, and ;ondry suggests that there
may be a critical level of the televisual distortion of social reality before it is
reflected in the attitudes of viewers% Pr it may be that Britain has a more
diverse media culture%
<ore recent theories stressing the active viewer down&lay the &ower of
television to influence viewers which is assumed by cultivation theory%
;ultivation theory focuses on the amount of television viewing or De(&osureD,
and does not allow for differences in the ways in which viewers inter&ret
television realities% 1iewers do not necessarily &assively acce&t as DrealD what
they see on television% Television &rogrammes are o&en to varying
inter&retations% The degree of identification with characters by viewers may
&lay a &art% <otivations to view also vary greatly% Fose&h 2ominick comments
that Mindividuals who watch T1 sim&ly to &ass time or because it becomes a
habit a&&ear to be more affected than &eo&le whose viewing is &lanned and
motivated (2ominick 1990, &% )15$%
;ultivation theorists tend to ignore the im&ortance of the social dynamics of
television use% +nteracting factors such as develo&mental stages, viewing
e(&erience, general knowledge, gender, ethnicity, viewing conte(ts, family
attitudes and socio.economic background all contribute to sha&ing the ways in
which television is inter&reted by viewers% Ihen the viewer has some direct
lived e(&erience of the subBect matter this may tend to reduce any cultivation
effect%
There is some evidence that lower socio.economic grou&s tend to watch
television as a source of information more than other grou&s, but the viewerDs
framing of television DrealityD also needs to be considered here% +t is often argued
that cultivation may be enhanced when the viewer inter&rets the content of
&rogrammes to be realistic0 sce&tical viewers may be less likely to be affected%
There is some evidence that ethnic minorities e(hibit more so&histication in
D&erceived realityD than others do (van 'vra 1990, &% 1/9$% There is also
evidence that working class mothers are more likely to confirm the realism of
&rogrammes offering negative de&ictions of undesirable behaviour to
discourage such behaviour, whereas middle.class mothers may tend to make
less directive comments%
#iffusion of Innovations Theory
the ado&tion of new ideas, media, etc%
$or% Multi&step flow theory'

History and Orientation
2iffusion research goes one ste& further than two.ste& flow theory% The original diffusion
research was done as early as 190! by the 8rench sociologist Jabriel Tarde who &lotted
the original -.sha&ed diffusion curve% TardesD 190! -.sha&ed curve is of current
im&ortance because Amost innovations have an -.sha&ed rate of ado&tionA (7ogers,
199)$%

"ore (ssuptions and Stateents
Core: 2iffusion research centers on the conditions which increase or decrease the
likelihood that a new idea, &roduct, or &ractice will be ado&ted by members of a given
culture% 2iffusion of innovation theory &redicts that media as well as inter&ersonal
contacts &rovide information and influence o&inion and Budgment% -tudying how
innovation occurs, '%<% 7ogers (199)$ argued that it consists of four stages" invention,
diffusion (or communication$ through the social system, time and conse:uences% The
information flows through networks% The nature of networks and the roles o&inion
leaders &lay in them determine the likelihood that the innovation will be ado&ted%
+nnovation diffusion research has attem&ted to e(&lain the variables that influence how
and why users ado&t a new information medium, such as the +nternet% P&inion leaders
e(ert influence on audience behavior via their &ersonal contact, but additional
intermediaries called change agents and gatekee&ers are also included in the &rocess of
diffusion% 8ive ado&ter categories are" (1$ innovators, ($ early ado&ters, (!$ early
maBority, (5$ late maBority, and ()$ laggards% These categories follow a standard deviation.
curve, very little innovators ado&t the innovation in the beginning (,)G$, early ado&ters
making u& for 1!,)G a short time later, the early maBority !5G, the late maBority !5G and
after some time finally the laggards make u& for 1/G%
Statements" 2iffusion is the =&rocess by which an innovation is communicated through
certain channels over a &eriod of time among the members of a social system>% *n
innovation is =an idea, &ractice, or obBect that is &erceived to be new by an individual or
other unit of ado&tion>% =;ommunication is a &rocess in which &artici&ants create and
share information with one another to reach a mutual understanding> (7ogers, 199)$%
;once&tual <odel

2iffusion of innovation model% -ource" 7ogers (199)$
Favorite Methods
-ome of the methods are network analysis, surveys, field e(&eriments and ';;P
analysis% ';;P, '&isodic ;ommunication ;hannels in Prgani,ation, analysis is a form
of a data collection log.sheet% This method is s&ecially designed to analy,e and ma&
communication networks and measure rates of flow, distortion of messages, and
redundancy% The ';;P is used to monitor the &rogress of a s&ecific &iece of information
through the organi,ation%
Scope and (pplication
2iffusion research has focused on five elements" (1$ the characteristics of an innovation
which may influence its ado&tion0 ($ the decision.making &rocess that occurs when
individuals consider ado&ting a new idea, &roduct or &ractice0 (!$ the characteristics of
individuals that make them likely to ado&t an innovation0 (5$ the conse:uences for
individuals and society of ado&ting an innovation0 and ()$ communication channels used
in the ado&tion &rocess%
)*aple
To be added%
Results
Table +o, -% #o you watch different te*tile billboards on the different roads of the
city.
/es +o
9 08
Table +o, 0% 1hich !ind of billboards are ore appealing
Te*tile 2ill 2oard "old #rin!s 2ill
2oards
"oo!ing Oil 2ill
2oards
Mobile "opanies
2ill 2oards
!# 19 5 50
Table +o, 3% 2ill boards advertiseent4 attract your attention
Strongly (gree (gree +eutral #isagree Strongly #isagree
1) )# # 1 0
Table +o, 5% 2illboards advertiseent provides enough inforation about seasonal
feale wearing 6 dressing.
Strongly (gree (gree +eutral #isagree Strongly #isagree
5 )# 1# 0
Table +o, 7% 1hich !ind of dress are you generally loo!ing for.
Sophisticated 8ractical "lassical Modern Others
0 1 1! !# 9
Table +o, 9% Students purchase their dresses after seeing different billboards ads,
Strongly (gree (gree +eutral #isagree Strongly #isagree
1! )0 0 1)
Table +o, :% Is billboards a cause of attention for their target audience.
Strongly (gree (gree +eutral #isagree Strongly #isagree
# ) 1# ! 01
Table +o, ;% 2illboard advertiseents increase the deand about a specific brand
of feales.
Strongly (gree (gree +eutral #isagree Strongly #isagree
19 )5 !
Table +o, <% #o you thin! such !ind of advertiseents create sense of deprivation
aong poor class.
Strongly (gree (gree +eutral #isagree Strongly #isagree
! 5! / /
Table +o, -=% #resses used in billboards of advertiseent are according to our
social values.
Strongly (gree (gree +eutral #isagree Strongly #isagree
/ 10 !8 05
References
Boyd.Barrett, Pliver N 3eter Braham (eds%$ (198#$" Media, Knowledge
& Power% 4ondon" ;room ?elm
;ondry, Fohn (1989$" The Psychology of Television% ?illsdale, @F"
4awrence 'rlbaum
2ominick, Fose&h 7% (1990$" The Dynamics of Mass Communication%
@ew Cork" <cJraw.?ill
'vra, Fudith van (1990$" Television and Child Development ?illsdale,
@F" 4awrence 'rlbaum
4ivingstone, -onia (1990$" Ma!ing Sense of Television 4ondon"
3ergamon
<cOuail, 2enis N -ven Iindahl (199!$" Communication Models for the
Study of Mass Communication 4ondon" 4ongman
References
>ey publications
7ogers, '%<% (19#/$% @ew 3roduct *do&tion and 2iffusion% "ournal of Consumer
#esearch, $ %March&, 90 .!01%
7ogers, '%<% (199)$% Diffusion of innovations %'th edition&% The 8ree 3ress% @ew
Cork%
3iB&ers, 7%'%, <ontfort, van, H% N ?eemstra, 8%F% (00$% *cce&tatie van +;T"
Theorie en een veldonder,oek onder to&managers% (edri)fs!unde, *','