RESEARCH PROJECT UNETHICAL ADVERTISING AND ITS IMPACT

Supervisor Name; Sir Sajjad Anwar Pasha Institutional Affiliation Bahria University E-8 Shaheen Chowk Islamabad.

Authors Bilal Ibrar Jawad Ali Umer Arshad Mukhtiar Haider

TABLE OF CONTENTS

1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 11.0 12.0 13.0 14.0 15.0

Background Of Study Objectives of Study Literature review Research Question Research Methodology Variables Hypothesis Data Collection Industrial Analysis Organizational Analysis Data Analysis Conclusion Recommendations References Questionnaire

1.0 BACKGROUND OF STUDY Advertising promotes a product, service or event to its target audience. Advertising is everywhere in todays society. It has become a must for business to advertise and filter itself out from the competition. Advertising not only serves the purpose of introducing a product or service but also acts as a reminding tool for its current set of customers. Advertising has become a phenomenon which cannot be ignored in the present business scenario. Advertising is all over the place, and cannot be disregarded. Advertising serves three purposes: to recruit new customers, to increase use of goods or services among existing customers, and to help potential customers choose among competing brands. Advertising can have a huge influence on our daily lives whether we are aware of it or not. It can have a profound effect on our subconscious, giving the false impression to our decisions being our own. Advertising in daily life is everywhere in the forms of billboards, newspapers, television, magazines and internet. All these forms convey messages to the general public about various products and services of companies and organizations. Escaping these advertisements has become impossible nowadays. They have become a global phenomenon. Many of the products exposed to customers are mostly self-indulgent, irrelevant, and sometimes even injurious to the users. Advertising often target and manipulate our basic needs like safety, and the need for power and control. This practice of advertisers even applies to children as well where ads focus on capturing the imagination of children and through that hope to persuade through the child-parent relationship.

Besides its advantages, Advertising has been called as a means used by sellers to create a need in the market that does not actually exist by selling products that customers dont really need. All of this comes under Ethics in Advertising. Many of the products exposed to customers are mostly self-indulgent, irrelevant, and sometimes even injurious to the users. Advertisement plays with the emotion of the customer. It creates desire among the people and pushes them to purchase the product in any case. Advertisers must create a scenario that heightens the consumers emotional state. Advertising often target and manipulate our basic needs like safety, and the need for power and control. This practice of advertisers even applies to children as well where ads focus on capturing the imagination of children and through that hope to persuade through the child-parent relationship. Everything a child picks up these days has some type of advertising on it. Cartoons are no longer fun and silly; they are long commercials for certain toys or television programs. (Kurrum, 2011) Advertisements also damage our social norms and culture a lot. In Pakistan we can view it on most of the ads. In cellular network ads mostly youth is targeted. They are pushed to buy this as this is the way by which they can attract the opposite sex. Similarly in the TVC of Telenors Talk Shawk, girls and guys are shown dancing together which is against our social norms and culture. Women must be reasonably covered but that isnt so. The aspect of using women in advertisements has also been debated to a great extent. Advertisement mostly projects the ideal woman. This applies to men as well. Men are usually shown as handsome, powerful, tall, rich and confident. On the other hand, women are depicted as being sexy and beautiful. 2.0 OBJECTIVES OF THE STUDY The objectives of this research for us are to look into the positive as well as the negative aspects of advertising and its impact and influence on consumers. 1. To explore the effects of advertisement on the norms and values 2. Effect of advertisement on their spending behaviors. 3. Influence of advertisement on the youth

3.0 Literature Review Advertising has a deep impact on consumers, particularly on the youth population of societies. The resulting effect can be both positive as well as negative. According to research on youth and their affection to materialism, materialistic youth tend to shop more and save less. They are mostly interested in new products and are more responsive to advertising and promotional campaigns. Their parents also view them as more up to date regarding new products and are influenced by their childrens choices. Parents who are prone to advertising also tend to have children who are more acceptable to advertising as well. (Goldberg, Gorn, Perachio, Bamossy, 2003)

Companies also use advertising to create stealth campaigns through which they promote their products or services without the awareness of the target customers. Also termed as stealth marketing, this kind of marketing primarily results in negative consequences. It uses deception and unethical tactics to lure the public into paying attention to their advertising. (Weisberg, Pfleiger, Friedberg, 2005)

Our study examines whether use of deception in ads, cultural stereotyping, sexual discrimination, and emotional exploitation factors have an influence on the youth segment of the society. According to research, where sexual stereotyping is used, there is a connection between the recall of the ad in the consumers mind and the subsequent purchase of the product or service being advertised. (Ergin, Ozdemir, 2007)

Past studies have also been done on whether some advertisements are purposely misleading. An ad can be termed as misleading when an exposed group holds more false beliefs than a comparison group. Many ads shown on all platforms show more than what the product or service is capable of. There seems to be an imbalance between the claims and actual facts of the product or service. (Russo, Metcalf, Stephens, 1999)

Advertising will be the next major application for ubiquitous computing or also referred as always-present computing. Ads will support ubiquitous computing, and ubiquitous computing will support advertisers with ad targeting, ad feedback, customer awareness, and privacy. Many of the advertising techniques will eventually be supported by technology and social networks connecting different people from different cultures. For example, imagine a mobile, nearby friend finder supported by ads that suggest meeting places in the vicinity, such as restaurants or coffee shops. This can serve as both advertising and sales generation for businesses. (Kurrum, 2011)

There are some grave concerns from marketing analysts regarding advertising and its role in diminishing autonomous choice of the consumers. Others are concerned by the message advertising disperses and the change in values as a result of it in various societies and cultures. The messages in ads, both implied and direct often are powerful enough to bring changes in cultural lifestyles of societies. (Sneddon, 2001)

The new technology has played a very important role in the mostly shadowy advertising techniques used by companies. The propagation of false news, stealing information, corporate sabotage, and misuse of staff surveillance are some of many techniques used by companies against their competitors. These factors, although not directly related to advertising, have a deep impact on the advertising themes used by marketing departments. (Argandona, 2003)

It is widely argued about the art of advertising and its usage being ethical or not, but it is a pivotal part of capitalistic societies. The main issue is whether advertising done by companies is truthful and whether there can be any measurable objective standards for judging the truthfulness of advertising claims. A more negative issue is the way in which advertising plays upon consumers unconscious wishes and fantasies like greed, power, status, and perfection. (Dyer, 1985)

The information carried in advertising campaigns can be highly persuasive, and the persuasive associations lent to a product by advertising can be argued to affecting the consumers autonomy by convincing them to purchase goods which they do not really need. This is usually seen in the advertising tactics of tobacco and the controversial argument whether it should be banned or not. (Chapman, 1996)

According to a research on marketing and the ethics involved, the overlying purpose of marketing and advertising is to bridge the gap between what consumers demand, and what the market has to offer. The job of marketers is to make consumers aware of these products and services, so that people are able to determine what is best for them. If consumers were to have it their way, or at least have it the way they think they want it, advertising would likely consist of highly technical information and nothing else. (Kulp, 2007)

The whole of the above discussion raises the question as to what exactly is advertising. It is imperative to know its role and its importance in our society. According to one definition, It actually itself is an important element of media content and has a significant impact and influence on our lives, on our thinking and how we act, as consumers/customers and as citizens. (Bogart, 1995)

Whereas, according to (Schudson, 1984) advertising is an institution that plays a role in the marketing of consumer goods. It is an industry that manufactures the cultural products called advertisements and commercials. It is an omnipresent system of symbols, a pervasive and bald propaganda for consumer culture.

The advertising content basically tells us about whether the target audience is the same or not, here the question arises who are the target audiences or is the content only covering the young adults, middle-aged persons, or the elderly. So the word content literally means words, pictures, meanings, symbols, themes, ideas, or any kind of information that can be transferred or communicated. And the text means anything which is in writing, that could be a visual or

verbal which serves as a medium for communication. It consist of books, advertisements, speeches, official documents, musical lyrics, newspapers or magazine articles photographs, films or videotapes, or works of art. (Neuman, 2003)

Similarly, Holsti (1969) describes content as a phase of information processing and is transformed with the help of a systematic application of categorization rules. The content or the products and services can be categorized into fifteen categories. So if the advertisement is made for medical or health related products or services, then the advertisement would be categorized as medical. Similarly if the ad is associated to office products or services then that ad would be categorized as office business products. And the same is the case with the remaining categories with associated products and services.

For example, if the medical insurance ad is showing actors who appeared elderly and these actors are the central point to the advertisement, then this ad would be categorized under medical also the ad was developed to attract the older individuals.

The categorization of content can include Political Ads, Food services (restaurant, fast food), Food products, Financial (bank, financial advisors), Communications (phone, phone service, cable TV), Office business products Medical (medicine, supplies, research study), Health (Beauty) Automobile (Sales, lease), Home improvement, Energy, environmental protection, Community services, Leisure (vacations), Legal services, Retail (clothing, home appliance) etc

For better understanding about the content categorization as mentioned above in table 1, here are some explanations provided in-terms of examples;

For example, advertisement for a fast-food restaurant, it would be categorized as food services, would not be categorized as food product because food product category comprised of ads for potatoes, food additives, and other stand alone food products. Similarly bank services advertisements, financial advisor, investment services, wealth management all would be counted under the financial category. Ads for office business products and other things relative to it would come under the office business products category. Ads for research studies,

pharmaceutical supplies and medical insurance would be counted as medical category. Ads for the cosmetics products like beauty and grooming products (i.e. skin toner, body washes, skin lotions etc.,) would come under health category. Commercial ads for creating awareness about the environmental protection or for cleaner alternative fuels, these are also known as green commercials so it would be counted for the category of energy/environmental protection. Ads for vocational packages would come under the leisure category. So similarly all other products or services are categorized in accordance to their nature or family of products/services. Hence all of the above discussion and examples clarifies the concept about the advertising content and how all these different categories influence the audiences/ consumers life and attitudes. (Ray and English, 1995)

Research indicates consumers prefer advertising content or information which differentiates any product or brand from its competitors and helps them in decision making and also increase the persuasion, commercial recall and comprehension. (Zanot 1984, Stewart and Furse 1986; Stewart and Koslow 1989)

Advertising information is strongly inter-linked with the overall advertising value and on the other hand, ad information or content is an important influence on consumers responses to the ad and the brand. (Ducoffe 1995)

Advertising content differs depending upon the audiences for-instance the content differentiates in offering commercials of certain kinds, like for automobiles, medical supplies, home improvements or other related products or services, health and drug plans, vacation resorts, investment companies, and advertisers adopts these strategies to know who their audience(s) really are and for which particular program and also to know how to keep their audience interested and tuned in. The advertising content plays an important part in developing gender identity and further more it influences the relationships of parents and children and other different individuals by the way of manipulating or creating needs in them. (Jhally, 1990)

Hence all of the above discussion and examples clarifies the concept about the advertising content and how all these different categories influence the audiences/ consumers life and attitudes.

Now looking ahead to how heavy exposure of advertising by companies is promoting consumerism which in turn is creating a vicious cycle of materialistic thinking by the youth. According to (Buskirk and Rothe, 1970) consumerism is "the organized efforts of consumers seeking redress, restitution and remedy for dissatisfaction they have accumulated in the acquisition of their standard of living."

Consumerism can also be associated with the strategies to persuade consumers for the purpose to rapidly expand consumers needs and wants by making them consuming more and more, and also compulsive and wasteful. (Vance Packard, 1960)

In consumerism there are chances of occurrence of puffery, the puffery means a practice in which a seller exaggerates, makes highly fanciful or suggestive or deceptive claims about his different products or services. Puffery is somewhat considered as legal within ill-defined. And it is considered as imperative and very successful tool of the advertising industry. (Virginia H. Knauer, 1973)

It is interesting to note that various influencing factors that have resulted in the high consumption based lifestyle people have nowadays. The introduction of Cable TV and its exposure since a persons young age has clearly affected the mindset in general. Thousands of unwanted ads are bombarded on the television screens and people are forced to watch them through clever techniques employed by advertisers. Gone are the days when ads used to run between shows during pre-determined commercial breaks. Now, ads are present throughout the day on the screens in the form of small strips at the bottom (Ticker tapes), regular pop-ups, split-screen and various other techniques. This ensures the ads get maximum exposure because ignoring these ads will mean a person must miss whatever he wanted to watch in the first place. (Roberts, Manolis, 2000)

Advertising firms are using different motivational techniques to identify consumers often hidden needs for security and many other things and also the desires for power, sexual dominance and dalliance, adventure, and then they develop advertisements which fulfills or respond to these needs and desires. And advertisers also associates their products or services with consumers for which they may have minimal or no such direct need/want or desire, these advertisements can radically creates and increases the consumers desire to purchase the products or services being advertised. (Virginia H. Knauer, 1973)

Research has also identified the effects of compulsive buying which mostly are negative in nature. Compulsive buying can have damage on the economic as well as natural environment. Among the economic downside includes increased occurring of credit abuse by people and personal bankruptcy. Whereas the damage to the natural environment occurs in the form of consumers unending lust to buy more and in turn eating up the earths resources in process. (Roberts, Manolis, 2000)

Traditionally our economy has been built around the market mechanism. The market provides a platform for the consumers needs and wants and the specialty of this platform is that, it respects and responds to the minorities and majorities wants and needs although peoples needs and wants are not the same. (Max E. Brunk, 1973)

Norms and values define culture of any society, norms are the attitudes and behaviors which are considered as normal and values are the preferences, things which are desirable, correct and good that members of the society shares. (Lefkowitz, J. 2003)

Advertisers are developing ads which consists of variety of content or elements, and the consideration of these elements and contents is important because people determine whether they are ethical or not, and also how they impact on the social norms and values of the people. Like there are ads which shows some sexual appeal in it in the form of visual elements, such as the

attractive models, varying degree of nudity and also the verbal elements, suggestive music etc., which are exploiting the beliefs, attitudes, and behaviors of the people of a society. (Severn, Belch, and Belch 1990)

Excessive advertising and persuasion by companies to sell their products leads to a phenomenon known as consumer skepticism. Skepticism towards advertising which also is referred sometimes to as ad skepticism is a belief held by consumers that most of the advertisements do not correctly portray the advertised products features and benefits. People generally believe that companies exaggerate their products and services in order to persuade customers into buying their products. Children are also used as an effective tool by the advertisers to advance their motives of maximum reach of their advertisements. Children can be an easy target for advertisers because their young minds are more likely to fall for the exaggerated benefits and features of a product. (Obermiller, Spangenberg, 1998)

In support of the argument regarding targeting the young minds of the children, research suggests that no demographic is more vital than age when it comes to advertisers and their techniques to maximize the ad reach. A study into the socio-cultural environment of families reveals interesting facts about their consumer-buying behaviors. Various factors such as breakdown of families, ever-present nature of marketing content and their messages, and the acceptance of behavior that excessive spending and is normal and even a necessity to be up to date with current trends. There is also evidence favoring the notion that the consumption lifestyle adapted by one generation in the family can easily pass that lifestyle to the upcoming generation with even greater impact and influence. Thus, it is safe to assume, that the phenomenon of consumerism once injected into the family norms, continue to develop and enhance with time and the passing of generations. (Roberts, Manolis, 2000) Regarding the persuasion power of advertising, a question arises whether it is morally ethical or not when advertisers in order catch the consumers attention and sell their products engages in questionable behavior. There is a genuine problem for advertisers in the sense that they cannot restrict or filter out their audience according to their needs. Nearly all advertising eventually ends up in public media including TV ads, newspapers, billboards and the rest. In its strictly moral

sense, advertising can take the form of information like classified sections of the newspapers and in the yellow pages. The use of such techniques although are morally acceptable rarely produce the required results that advertisers have in mind. This creates the need to apply certain other techniques for which the advertisers and their companies are so intensely blamed for. (Santilli, 1983)

This brings us to the topic of deception in advertising which is when a significant amount of customers hold a false belief about a product in result of deceptive actions by the advertisers. It is also important to distinguish between deception and lying. A lie can include deliberate false statements, which can either oral or in written. Whereas, deception does not involve any false statements or written material. The output of lying cannot be predicted, whereas deception only occurs in the after effect of success. You cannot call something deception if it hasnt succeeded to deceive. (Carson, Wokutch, Cox, 1985)

Another issue with deceptive advertising is the use of subliminal advertising. Consider for example the use of billboard ads during sports games. The attention of the audience is focused on the action on the playing field while at the same time the ads are running on the large TV screens and billboards in the background. This technique serves as a medium for penetrating the threshold below the normal threshold which scientists call the subliminal perception of the human brain. Although the audience does not sense the messages on a conscious level, the intention of those ads is to influence people and their actions sub-consciously. Research strongly accepts the success of subliminal advertising and its favorable impact on the consumers buying behavior towards the advertised product. Similarly, product placement is also placed under subtle form of advertisement but is not considered deceptive like the subliminal techniques for advertising are proven to be. (Nebenzhal, Jaffe, 1998)

One of primary concerns of advertising ethics involves the targeting of the content towards the young generation, particularly kids falling in the 8-14 year bracket. Commercials shown on TV show actors dressing up in rather questionable manner which does not correctly reflect the target audience they are trying to reach. Falsifying facts. Exaggerating product benefits, deceptive

tactics all aside, TV commercials through their blatant mature oriented content are negatively influencing the feeble minds of children. (Kulp, 2007)

One of the many clever techniques used by advertisers is the act of product placement. Products are shown in mostly movies or TV-shows as being used by the characters. The placement of the product is very subtle and does not focus on it directly. But subliminally, the audience is exposed to the product and remembers it without knowing that it was in fact a sort of a hidden advertising technique. Product placement use has always been questioned as to its ethical nature by the consumers. As in normal advertising, the products are shown to be exaggerated in product features and even the physical attributes.

The extent to which product placement has gone is now complete movie or TV-show themes are set around a certain type of product. This of course is decided before hand in the pre-production stages of a new upcoming film/show. The products used can be of many types and from various categories like Cigarettes, Drinks, Cars, Clothing, Cell phones, Computers, Locations etc and thus give the advertisers a great edge to market their products. This blending of advertising with the entertainment industry has resulted in a loss of control for the audience on their ability to control when they want to be advertised to. (Weisberg, Pfleiger, Friedberg, 2005)

Internet and online social media are also an attractive platform for advertisers to use their traditional offline marketing techniques in order to lure customers away from competition. The internet is a network of connected computers and the people who use those computers are very much vulnerable and easy to access for these advertisers. Recent advancement in technologies and the interconnection of user accounts and online web presence has made it very easy for just about anyone to collect sensitive and private information, demographic statistics, interests, hobbies, buying preferences, buying history and much more information about customers. This privacy issue is and will continue to be one of the biggest security risks for having an online activity. (Sujdak, 2001)

Advertisers usually monitor their target customers online and then create a customized advertising campaign which mostly involves contacting them through emails, social media using fake profiles, spamming, and other deceptive and quite annoying techniques. Offline tactics for gathering customer information like questionnaires, interviews, subscriptions to newsletters or magazines, and surveys involve the customers being aware that his/her information is being gathered. However, in the online world, this is not the case. In offline situations, the customer is aware and may reject being part of it. But when it comes to online data gathering, customers in most situations are not even aware of it. (Sujdak, 2001)

Research on advertising effects suggests that it can have both positive and negative implications based on the way it is exposed to its audience. The critics of advertising say that continuous and repeated ads over every social platform of our lives including TV, billboards, online, sports events, movies, entertainment, radio, newspapers etc are heavily influencing consumer attitudes, behaviors, values, and lifestyle of consumers particularly the youth generation. However, there are some who argue that its not the ads that are so damaging but the pressure of parents, peers and friends that manipulate a person to adapt to certain trends and become vulnerable to advertising tactics. (Moschis, Moore, 1982)

Research has been conducted on the various types of misleading advertising tactics used by cunning advertisers backed up by their respective corporations. Misleading advertising can include fraudulent claims, false or incorrect information, and purposely misinforming the consumers about the product specifications, usage, attributes, and other characteristics. However, categorizing an advertising being misleading has been subject to much controversy, particularly in the circles of advertisers and advocates. But the consumer standpoint regarding misleading of advertising strongly condemns this technique and considers it a disliked marketing tactic. (Russo, Metcalf, Stephens, 1981)

RESEARCH QUESTION Advertising increases the consumerism among youth and damages social norms of our culture. 4.0 Research methodology: Type of study: Hypothesis Population/ Sample: The questionnaire was distributed among 110 people of the Rawalpindi, Islamabad and Lahore. The areas which were selected are 6th road, i-8, g-11 In Rawalpindi and Islamabad whereas in Lahore data was collected from Muhafiz town and Navaab town. In order to collect data we visited the homes of the respondents and guided them about the questionnaires and got them filled.

Dependency case: Multiple dependent Dependency case is multiple dependent as two variables social norms & values and consumerism are depending upon independent variable advertising content. Statistical Test: Simple regression test was run to check the results of hypothesis. Instruments and measures: Questionnaires, Interval scales (dependent & independent variables), Ratio scales ( Age) , Gender & Level of education (nominal scale). For analysis Cross tabs, regressions and bar charts are used

5.0 Variables: We took 3 variables. Advertising content was our independent variable whereas consumerism and norms and values of our culture were dependent variable.

Advertising content (Independent variable)

Consumerism (Dependent variable)

Norms and value of Culture (Dependent variable)

6.0 Hypothesis: Ho1: Advertising content does not Increase Consumerism H11: Advertising content Increases Consumerism H02: Advertising content does not damage social norms and values H12: Advertising content damage our social norms and values

7.0 DATA COLLECTION Data collection was both primary and secondary in nature. We collected data from internet, research papers, books and we also interviewed young people, parents and also collected data through questionnaires.

8.0 INDUSTRIAL ANALYSIS Basically, looking at the overall shampoo market, one can say that business is very tough and becoming competitive day by day. The sensitivity level of consumers is pretty high and so is their awareness. Influence on the purchasing decision mainly includes problem with hair and the products claim to solve that problem. Family recommendations and doctors prescriptions can also help greatly. The age group of below 20 and up to age 29 is the most active users in the usage of shampoos. Most of them keep changing shampoos regularly. Loyalty in keep stick to one brand of a shampoo is very rare. Studies have revealed that females shampoo their hair twice a week whereas males go for alternate days of hair wash. An important issue in advertising concerns with ads being too clever trying to deceive the consumers into wanting the products they dont really need. Particularly in shampoo industry, the ads are very strong in visual creativity in order to ensure they portray the maximum possible sensations of a high quality product. Ads for shampoos involve some exaggeration as to the final look of the hair and their feel. But the consumers are aware of this fact and they know that in actual use, the shampoo will not be the same as shown in the Ads. Consumers are quite willing to ignore small instances of intensifying the products qualities. Such small exaggerations are acceptable in the world of advertising by both the advertisers as well as the consumers. Brands can greatly influence the consumers decision to purchase a product. How the product looks, feels, and its perceived benefits greatly affects the consumers opinion of a product. Two major factors of influence are the experience of a product and the level interest generated by the product. In case of shampoos, it is vital to let the customers experience how a particular brand of shampoo feels in the hair, smells, and even touches. What kind of appearance does it give to the hair after use and things like that are very important to the users and advertisers alike. Advertisers know this fact, and therefore put great effort in create sensual ads that are easy on the eyes and creative with the presentation. But they must also remember that the benefits shown must be according to the actual performance of the product. The second major factor in advertising is that the ad should be such that it is remembered across various situations by the consumers. Certain queues should help in bringing back the main theme of the product in the

minds of the consumers. The queues can be from the environment, background, music, people, or any other action. The message in the ad should relate in some way to the real life experience of the product. That way, the consumer feels an emotional attachment with the product and therefore experiences a greater sense of belonging with the product. The perceived benefits that brands are able to build are mostly unrelated and completely different to the products actual benefit and use. The perception comes from a sense of emotional attachment to the product. This can be because of a certain brand conscious category or a status symbol in most cases. The consumer feels the brand is a part of his lifestyle and thus holds great value to it. Advertisers strive in converting the brands values to such that they fit with the consumers lifestyle and ways. Only then can a brand be worthy of an exclusive price tag. But, this issue can become slightly troublesome, if the Ads all out display wrong product features and claims and falsify information about the use and benefits. This is where unethical tactics are seen as damaging the advertising industry. Trying to force the consumers into believing that a product delivers a benefit which it clearly does not is wrong, and should be avoided. In case of shampoo ads, the celebrities who advocate the use of the shampoos most probably might never have touched the shampoo before but yet they claim its benefits and recommend others to use it. (www.allprojectsmba.com)

9.0 ORGANIZATIONAL ANALYSIS Procter & Gambles business structure is mainly based on understanding the consumer and their way of thinking. The key is to get to know the customer so that they get the products they want. Huge importance is placed the product development area as well as the marketing aspects of the business, because human emotion works in a very unpredictable way. (www.pg.com) Sunsilk on the other hand has been facing very tough competition in both international and local markets. With their fresh advertising campaign called Dare to wear your hair has undoubtedly attracted improved figures in terms of greater exposure and many loyal audiences. Sunsilk was re-launched and revamped in early 2000s into a variety of new packages. (www.slideshare.net)

Sunsilks basic mission is to fulfill the needs of their customers by giving them good quality, and performance of the product that is greater than the expectation of the customers. Providing a favorable option of an alternate shampoo to the targeted customers will of course increase the credibility of the company. (www.slideshare.net) Sunsilks main target audience is focused on the female population ranging from age 16 years to 40 years consisting from the upper income categories. But when it comes to their promotional and advertising strategy, they spread their message over the whole market irrespective of the income or demographic categories. (www.slideshare.net) Pantene and Sunsilk are engaged in fierce competition in the urban population market. Sunsilk holds the advantage of offering lower prices with the same quality levels than Pantene. However P&G holds the greater market share because of increased resources and heavy promotional campaigns. (www.slideshare.net)

10.0 DATA ANALYSIS: Regression analysis Data analysis: Regression Table 1: Advertising content and Consumerism Model Summary Adjusted R Model 1 R .013a R Square .000 Square -.010 Std. Error of the Estimate .36519

a. Predictors: (Constant), advertising_content

ANOVAb Sum of Model 1 Regression Residual Total Squares .002 13.069 13.072 df 1 98 99 Mean Square .002 .133 F .017 Sig. .897a

a. Predictors: (Constant), advertising_contents b. Dependent Variable: consumerism

Coefficientsa

Unstandardized Coefficients Standardized Coefficients Model (Constant) advertising_contents B 3.603 .008 Std. Error .230 .059 .013 Beta t

95.0% Confidence Interval for B Sig. Lower Bound 3.147 -.109 Upper Bound 4.060 .124

15.667 .000 .130 .897

a. Dependent Variable: consumerism EXPLANATION: 1: ADVERTIZING CONTENTS AND CONSUMERISM: From this table we can see that advertizing contents will significantly affect the consumerism. The value of is 0.13 which means that there is positive relationship between advertizing contents and consumerism .when the companies will increase advertisement of their product then number of consumers and the sale of the product will increase. When there will be 1% increase in advertisement the consumerism will increase by 13% on the other hand when there will be 1% decrease in advertisement the consumerism will decrease by 13%

Table 2: Advertising content & Social norms and values

Model Summary Adjusted R Model 1 R .077a R Square .006 Square -.004 Std. Error of the Estimate .32018

a. Predictors: (Constant), advertising_contents

ANOVAb Sum of Model 1 Regression Residual Total Squares .060 10.047 10.107 df 1 98 99 Mean Square .060 .103 F .585 Sig. .446a

a. Predictors: (Constant), advertising_contents b. Dependent Variable: norms_values

Coefficientsa Unstandardized Coefficients Standardized Coefficients 95.0% Confidence Interval for B Lower Model 1 (Constant) advertising_contents B 2.674 .039 Std. Error .202 .051 .077 Beta t Sig. Bound 2.274 -.063 Upper Bound 3.075 .142

13.262 .000 .765 .446

a. Dependent Variable: norms_values

TABLE#2 EXPLAINATION: ADVERTISEMENT CONTENTS AND NORMS_VALUES: This table shows that the advertisement contents will significantly affect the Norms or values. The value of coefficient is 0.07 which shows that there is positive relationship between the advertisement and norms .when the advertisement will increase the values will change .When there will be 1% change in advertisement the values or norms will change by 7% Which means that the coefficient is strong but the affect of advertisement on consumerism is greater than the affect of advertisement on norms which is a positive sign

Analysis: cross tabs and diagrams

Age: norms &values

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The dress up used in advertising nowadays is decent and represents our culture? Cross tabulation Count The dress up used in advertising nowadays is decent and represents our culture? niether Strongly dis agree nor dis agree agree 0 1 2 0 0 3 0 1 0 0 0 1 strongly agree 0 1 0 0 0 Total 4 30 42 21 3

disagree agree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 3 16 21 17 2 59 1 11 19 4 1 36

1 100

From the above table we can see that majority of the respondents which is 95% says that the dresses up used in Sunsilk ads are not decent and they do not represent our culture. Whereas just 2% of the respondents agree with the statement and 3% are neutral.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The message conveyed in advertisements is in accordance to our norms and culture? Cross tabulation Count The message conveyed in Sunsilk advertisements is in accordance to our norms and culture? strongly disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 1 10 21 14 1 47 neither agree strongly Disagree nor disagree 2 14 17 7 2 42 1 5 3 0 0 9 agree 0 1 1 0 0 Total 4 30 42 21 3

2 100

From the above table we can see that the message conveyed by Sunsilk in its advertisement is not according to our norms and values according to 89% of our respondents whereas just 2% are of the view that the message is according to our norms and values

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The models used in the Sunsilk advertisements are foreign and do not accurately represent Count The models used in the Sunsilk advertisements are foreign and do not accurately represent our lifestyles and our lifestyles and culture. Cross tabulation

culture. neither agree disagree Would you please let us 25-35 know which age bracket 36-45 you fall in? Write the 46-55 selected answer number in to box given 56-65 65above Total 0 1 4 0 0 5 nor disagree 1 7 12 9 1 30 agree 3 22 26 12 2 65 Total 4 30 42 21 3 100

According to our respondents 65% agree that The models used in the Sunsilk advertisements are foreign and do not accurately represent with the statement. our lifestyles and culture, whereas just 5% disagree

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The use of Indian ads for Sunsilk and their models has influenced our own culture. Cross tabulation Count The use of Indian ads for Sunsilk and their models has influenced our own culture. neither strongly disagree Disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 0 1 1 have 2 0 0 2 0 0 2 0 0 agree nor disagree 0 3 6 0 0 9 agree 2 15 21 17 1 56 strongly agree 2 11 12 4 2 Total 4 30 42 21 3

31 100

87% percent of our target audience says that use of Indian ads for Sunsilk and their models has influenced our culture and just 4% disagree with the statement.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The use of sexual appeal in Sunsilk advertising is necessary and should be encouraged to sell products Cross tabulation Count The use of sexual appeal in Sunsilk advertising is necessary and should be encouraged to sell products strongly disagree Would you please let us 25-35 know which age bracket 36-45 you fall in? Write the 46-55 selected answer number in to box given 56-65 65above Total 2 14 16 11 1 44 Disagree 1 12 25 7 2 47 neither agree nor disagree 1 4 1 3 0 9 Total 4 30 42 21 3 100

According to above table 91% of our respondent disagree that sexual appeal in Sunsilk advertising is necessary and should be encouraged to sell products, and just 9% are in the favor of such advertisement.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * The use of opposite sex to attract customer attention to sell the product has increased in Sunsilk? Cross tabulation Count The use of opposite sex to attract customer attention to sell the product has increased in Sunsilk? neither agree disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer number 46-55 in to box given 56-65 65above Total 0 1 0 0 0 1 nor disagree 0 1 1 0 0 2 agree 1 16 22 12 0 51 strongly agree 3 12 19 9 3 46 Total 4 30 42 21 3 100

According to our findings 97% of our respondents agree that use of opposite sex to attract customer attention to sell the product has increased in Sunsilk and just 1% disagree with the statement.

Gender and norms and values:

Gender * The dress up used in advertising nowadays is decent and represents our culture? Cross tabulation Count The dress up used in advertising nowadays is decent and represents our culture? Strongly disagree Gender male female 4 Total 33 25 1 59 dis agree 20 16 0 36 niether agree nor dis agree 0 3 0 3 Agree 0 1 0 1 strongly agree 1 0 0 1 Total 54 45 1 100

From the above table we can see that 53 males and 41 females disagree that The dress up used in advertising nowadays is decent and represents our culture

Gender * The use of Indian ads for Sunsilk and their models has influenced our own culture. Cross tabulation Count The use of Indian ads for Sunsilk and their models has influenced our own culture. strongly disagree Gender male female 4 Total 1 1 0 2 disagree 2 0 0 2 neither agree nor disagree 2 7 0 9 agree strongly agree Total 34 21 1 56 15 16 0 31 54 45 1 100

49 of the males and 41 males respondents are of the view that Indian ads for Sunsilk and their models has influenced our own culture

Gender * The message conveyed in advertisements is in accordance to our norms and culture? Cross tabulation Count The message conveyed in advertisements is in accordance to our norms and culture? strongly disagree Gender male female 4 Total 25 21 1 47 disagree 21 21 0 42 neither agree nor disagree strongly agree 7 2 0 9 1 1 0 2 Total 54 45 1 100

46 of the males and 42 females disagree that the message conveyed in advertisements is in accordance to our norms and culture

Education and norms and values

What is the highest level of your education? * The dress up used in advertising nowadays is decent and represents our culture? Cross tabulation Count The dress up used in advertising nowadays is decent and represents our culture? Strongly disagree What is the highest Intermediate level education? of your bachelors Masters m.phil 23 Total 8 18 25 8 0 59 dis niether agree strongly agree 0 0 1 0 0 Total 11 33 44 11 1

agree nor dis agree Agree 3 12 17 3 1 36 0 3 0 0 0 3 0 0 1 0 0 1

1 100

From the above table and charts we can see that as the level of education rise people disagree that The dress up used in advertising nowadays is decent and represents our culture

What is the highest level of your education? * The message conveyed in advertisements is in accordance to our norms and culture? Cross tabulation Count The message conveyed in advertisements is in accordance to our norms and culture? strongly disagree What is the highest level Intermediate of your education? bachelors Masters m.phil 23 Total 6 14 23 4 0 47 disagree 5 16 13 7 1 42 neither agree nor disagree 0 2 7 0 0 9 strongly agree 0 1 1 0 0 2 Total 11 33 44 11 1 100

From our findings people are of the view that message conveyed in advertisement is not according to our norms and values and it rises as the level of education rises.

What is the highest level of your education? * The use of opposite sex to attract customer attention to sell the product has increased in sunslik? Crosstabulation

Count The use of opposite sex to attract customer attention to sell the product has increased in sunslik? neither agree nor disagree What is the highest Intermediat level of your e bachelors Masters m.phil 23 Total 0 1 0 0 1 1 1 0 0 2 17 18 6 1 51 15 24 5 0 46 33 44 11 1 100 0 disagree 0 agree 9 strongly agree 2 Total 11

education?

According to our findings people with more education agree that use of opposite sex to attract customer attention has been increased.

What is the highest level of your education? * The models used in the Sunsilk advertisements are foreign and do not accurately represent Cross tabulation Count The models used in the Sunsilk advertisements are foreign and do not accurately represent our lifestyles and our lifestyles and culture.

culture. neither agree disagree What is the highest level Intermediate of your education? bachelors Masters m.phil 23 Total 0 2 2 1 0 5 nor disagree 5 8 15 2 0 30 agree 6 23 27 8 1 65 Total 11 33 44 11 1 100

More educated people are of the view that models used in advertisement are foreign and dont represent our culture.

More educated people are of the view that use of sexual appeal in advertisement is not necessary. Age and consumerism:

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * Sunsilk advertisements try to persuade you to buy something you need? Cross tabulation Count Sunsilk advertisements try to persuade you to buy something you need? neither strongly disagree Disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 0 1 2 1 0 4 0 0 7 3 0 10 agree nor disagree 1 11 1 0 0 13 agree 1 11 21 14 2 49 strongly agree 2 7 11 3 1 Total 4 30 42 21 3

24 100

From the above table we can see that most of the people agree that that Sunsilk advertisements try to persuade the buyer more and the agree respondents increase as the age of the respondent increase. 73% of the respondents are in the favor of the statement.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * Sunsilk advertisement is mostly offensive and shows exaggerated projection of life. Cross tabulation Count Sunsilk advertisement is mostly offensive and shows exaggerated projection of life. neither strongly disagree disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 0 1 3 0 0 4 0 0 1 1 0 2 agree nor disagree 0 1 0 0 0 1 agree 1 16 21 10 0 48 strongly agree 3 12 17 10 3 Total 4 30 42 21 3

45 100

From the above table we can see that 93% of our respondents are agreed that Sunsilk advertisement is mostly offensive and shows exaggerated projection of life. And majority of these respondents is in middle age group.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * Placement Sunsilk ads in movies and TV shows influence the young viewers to purchase the products. Cross tabulation Count Placement Sunsilk ads in movies and TV shows influence the young viewers to purchase the products. strongly neither agree strongly agree 0 5 7 6 0 Total 4 30 42 21 3

disagree disagree nor disagree agree Would you please let us 25-35 know which age bracket you 36-45 fall in? Write the selected 46-55 answer number in to box 56-65 given 65above Total 0 0 0 1 0 1 0 0 2 0 0 2 3 8 6 7 0 24 1 17 27 7 3 55

18 100

Majority of our respondents who are parents agree that placement of Sunsilk advertisement is movies and tv shows influence young viewers to purchase the product. Agreed respondents are 73%.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * : The youth are easily influenced by the exaggerated claims made in Sunsilk advertisements Cross tabulation Count : The youth are easily influenced by the exaggerated claims made in Sunsilk advertisements neither strongly disagree disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected number in to box given answer 46-55 56-65 65above Total 0 0 2 0 0 2 1 0 2 0 0 3 agree nor disagree 0 1 0 0 1 2 agree 3 15 23 16 2 59 strongly agree 0 14 15 5 0 Total 4 30 42 21 3

34 100

93% of our respondents are of the view that youth are easily influenced by the exaggerated claims of the Sunsilk in its ads and more than 90% of respondents who answer this lies in the age of 36 to 65 years.

Gender and consumerism:

Gender * Sunsilk advertisements try to persuade you to buy something you need? Cross tabulation Count Sunsilk advertisements try to persuade you to buy something you need? strongly disagree Gender male female 4 Total 2 2 0 4 disagree 4 6 0 10 neither agree nor disagree 6 7 0 13 agree 27 22 0 49 strongly agree 15 8 1 24 Total 54 45 1 100

From our research majority of the males agree that Sunsilk advertisement try to persuade user to buy more.

Gender * Sunsilk advertisement is mostly offensive and shows exaggerated projection of life. Cross tabulation Count Sunsilk advertisement is mostly offensive and shows exaggerated projection of life. strongly disagree Gender male female 4 Total 0 4 0 4 disagree 0 2 0 2 neither agree nor disagree 1 0 0 1 agree 24 24 0 48 strongly agree 29 15 1 45 Total 54 45 1 100

According to our findings 99% of the male respondents agree that advertisement of the Sunsilk is offensive and shows exaggerated projection of life.85% of the females agree with that.

Gender * Placement Sunsilk ads in movies and TV shows influence the young viewers to purchase the products. Cross tabulation Count Placement Sunsilk ads in movies and TV shows influence the young viewers to purchase the products. strongly disagree Gender male female 4 Total 1 0 0 1 disagree 1 1 0 2 neither agree nor disagree 13 11 0 24 agree 32 23 0 55 strongly agree 7 10 1 18 Total 54 45 1 100

Again majority of the males agree that

Majority of the females agree that placement of Sunsilk ads in TV shows and movies influence the young viewer to purchase more of the products of Sunsilk.

Gender * : The youth are easily influenced by the exaggerated claims made in Sunsilk advertisements Cross tabulation Count : The youth are easily influenced by the exaggerated claims made in Sunsilk advertisements strongly disagree Gender male female 4 Total 1 1 0 2 disagree 2 1 0 3 neither agree nor disagree 2 0 0 2 agree 32 26 1 59 strongly agree 17 17 0 34 Total 54 45 1 100

97% of the females agree that the youth are easily influenced by the exaggerated claims made in Sunsilk advertisements.

Advertising content and age:

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * Most of the Sunsilk advertising shown today aims to inform the customer completely. Cross tabulation Count Most of the Sunsilk advertising shown today aims to inform the customer completely. neither strongly disagree disagree Would you please let us know 25-35 which age bracket you fall in? 36-45 Write the selected answer 46-55 number in to box given 56-65 65above Total 0 0 5 0 0 5 0 3 0 5 0 8 agree nor disagree 1 4 3 2 0 10 agree 1 18 24 10 2 55 strongly agree 2 5 10 4 1 Total 4 30 42 21 3

22 100

Majority of our respondents give neutral answer that most of the advertisement shown today aims to inform customers completely. 13% disagree with it, 10% remain neutral whereas 77% agreed with the statement. Mostly young people remained neutral or gave answer against it.

Would you please let us know which age bracket you fall in? Write the selected answer number in to box given * Do you feel the rate of Sunsilk advertisement you are exposed to have increased over the years? Cross tabulation Count Do you feel the rate of Sunsilk advertisement you are exposed to have increased over the years? neither agree nor disagree Would you please let us 25-35 know which age bracket 36-45 you fall in? Write the 46-55 selected answer number in to box given 56-65 65above Total 0 0 1 0 0 1 Agree 2 17 22 9 2 52 strongly agree 2 13 19 12 1 47 Total 4 30 42 21 3 100

99% of respondent agree who are from the mostly middle or old age group that rate of Sunsilk advertisement you are exposed to have increased over the years

Gender: Advertising content Gender * Most of the Sunsilk advertising shown today aims to inform the customer completely. Cross tabulation Count Most of the Sunsilk advertising shown today aims to inform the customer completely. strongly disagree Gender male female 4 Total 2 3 0 5 disagree 2 5 1 8 neither agree nor disagree 3 7 0 10 agree 29 26 0 55 strongly agree 18 4 0 22 Total 54 45 1 100

Majority of the males agree that Most of the Sunsilk advertising shown today aims to inform the customer completely. They are up to 89% of the male respondents.

Gender * Do you feel the rate of Sunsilk advertisement you are exposed to have increased over the years? Cross tabulation Count Do you feel the rate of Sunsilk advertisement you are exposed to have increased over the years? neither agree nor disagree Gender male female 4 Total 1 0 0 1 agree 27 25 0 52 strongly agree 26 20 1 47 Total 54 45 1 100

100% female respondents and 99% male respondents agree that Sunsilk advertisements are increased over the years.

11.0 Conclusion: From the above results we can see that advertisement and its content have the relationship with consumerism and negative impact on the norms and values. The data was collected from the areas of Rawalpindi, Lahore and Islamabad. Most of the respondents agree that as the dress up used in advertisement is not according to our social norms and values, now a days most of the female models are wearing thin, sleeveless and short dresses in advertisement. Most of the time the message given in advertisement is exaggerated and it do not tell the real features, functions and benefits of the products (Sunsilk). Advertisement is used to influence the behavior of the people. It is show that by using this particular product (Sunsilk) user will be able to attract the opposite sex which is again our social norms and values. Women are shown with open and uncovered hairs in shampoo ads which is also against our social norms and values. Moreover the rate of advertisement is also increased in previous few years which is the major cause of increase in the sales of products (shampoos particularly Sunsilk) has increased over the period of time. As the rate of advertisement is increased people are becoming more informed about the product (Sunsilk) which also pushes others to buy the product. Moreover now days in most of the ads Indian and other foreign models are shown who speak either English or their local language. Their dressing is also according to their culture. All of these things are damaging our social norms and values.

12.0 Recommendations The above results were of the research Advertising increase consumerism and damage social norms and values of our culture. This study was conducted on shampoo industry and main organization was Sunsilk. From the above findings following are the recommendations. 1. From this study we can see that there is a positive relationship between advertisement and the consumerism .The managers of companies must increase the advertisement to increase the number of customers and the overall sale of the output but they must be according to the norms and values of the specific culture. 2. Advertisement will significantly affect the social norms and values so we must control the quantity and quality of the advertisement in order to retain our core norms which are the asset of our society, we should not loose these values on the bases of which we will not only develop socially but we can develop economically 3. Advertisement will increase the sale of product but the manager should calculate the cost of advertisement and check the company should not involve in the undue advertisement race and at the end the cost of company exceed its revenue. 4. Government must maintain check and balance on the content of the advertisement which has to be advertised 5. The speaking Language used must be Urdu and dressing must be our local dressing (even if foreign models are used) in advertisement as it will keep us near to our own culture. 6. The message presented in ads must be near to reality.

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14.0 QUESTIONNAIRE