We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Pakistani TVCs: A Critical Study of their Impact on Young Consumers.
- Authors
Ijaz, Nida; Saddiqa, Aisha
- Abstract
Advertisers attach the product to the emotions, bounding, and happiness of a family or an individual. Consumer buying behavior very much depends on the advertisement. This study aims to examine how various companies are reflecting the bully behavior (consciously or unconsciously) in the content to promote their products which is not a healthy practice for the young consumers. Through the content analysis of the jingles and dialogues of TV commercials targeting children of age 4 to 11 years, in the local channels in Pakistan. Findings show that showcasing bullying behavior and portraying negative messages are in the selected ads.
- Subjects
PAKISTAN; TELEVISION commercials; CONSUMER behavior; EMOTIONS; BULLYING in mass media; FALSE advertising
- Publication
Journal of Media Studies, 2023, Vol 38, Issue 1, p1
- ISSN
1812-7592
- Publication type
Article