projection of women in media

TOPIC : PROJECTION OF WOMEN IN ADVERTISEMENT

INTRODUCTION

INTRODUCTION

• Advertising is to persuade one to take action on a message to buy something

• Advertising has two basic purposes that is to Inform and to persuade

•The use of women is one of the most successful ways of gaining the consumer’s attention and

getting her to infer the right message in a limited amount of space and time.

INTRODUCTION

• Women have always been objectified in advertisements and entertainment.• In today’s business world, women are used

as an object to attract consumers’ attention to the products that firms sell.

• The representation of women in the media has always been exploited. It has, throughout the years, reduced women to being nothing more

than objects to increase product sales

BACKGROUND

BACKGROUND

In 19 centuries there were no such strategies like objectifying

women just to increase your sales/profit or indecent roles of

women in ads for irrelevant products

In the past ads were just shown to sell the product, but

nowadays the use of women in ads is a new trend to increase your profit and product sales

Many studies have shown that women abuse in marketing

practices negatively affects social values and women’s role in

society

PROBLEM

STATEMENT

PROBLEM STATEMENT

In this research, we are working about the projection of women in advertising

because we want to find out the roles of female oriented advertisement and women brand marketing in order to

understand the positive of negative impact of consumer buying behaviour.

RESEARCH QUESTION

THE ADVERTISING PROGRAMME HAS IMPACT

OF WOMEN IN ADVERTISEMENT.

1

THERE IS POSITIVE OR SIGNIFICANT RELATIONSHIP BETWEEN THE IMPACT OF

WOMEN IN ADVERTISEMENT AND ATTRACTION, INCREASE IN

SALES.

2

LITERATURE REVIEW

LITERATURE REVIEW Media play a very important role in today’s world. It

affects society in so many ways. The media has become the most common and successful way of marketing of

products it strongly affects consumer perspective

In our religion women is a symbol of respect and dignity, but western society considers women as a stunner or indecent object. The concept of portraying women in

ads is different in western and eastern society

LITERATURE REVIEW

The correlation between media and women is very important because whatever role women have in

our society is influenced by media

Portrayal of Beautiful women in ad with perfect body and thin waist make many women and girls

insecure. These types of ads put pressure on girls to lose weight and to look thin and beautiful like the

models in the ads.

HYPOTHESIS

HYPOTHESIS

NO IMPACT OF WOMEN IN ADVERTISEMENT H0

IMPACT OF WOMEN IN ADVERTISEMENTHA

Develop a hypothesis

CONCEPTUAL FRAMEWORK

PROJECTION OF WOMEN IN

ADVERTISEMENT

INCREASE IN SALES

ATTRACTION

• Survey research method has been used to verify the attitude of general public about the portrayal

of women in the advertisement.• Survey research methodology is adopted to get

the information about the point of view and thinking of students, general public and viewers

about the image of women presenting in the advertisements that what type of impacts the ads

are creating over the minds of viewers

RESEARCH METHODOLOGY

• Population is our relatives (as general public), students of MAJU who are the viewers of Pakistani advertising media and for this a

sample of 50 advertising media viewers were selected from the city of Karachi/Pakistan.

• In sample there are 25 male respondents and 25 female respondents.

SAMPLE SIZE

Sampling Techniques

• The basic population is selected with the help of convenient sampling (as the students, general public and viewers were selected by the method of simple random sampling technique.)

• Survey was conducted on the sample which was in easy access and was easily available to cater the different constraints like time, and finance

Data Collection and Data Collection Mean

• To get the basic data for testing the hypothesis and the research questions, the method of survey questionnaire from the students, general public and viewers of the advertisement has been used. The structured questionnaire comprises of close-ended questions have been used to get the basic information and the opinion of the target sample as a tool of data collection.

Data Analysis

• The quantitative techniques have been used for the analysis of the information gathered in the method of survey. For the close-ended questions the quantitative technique was used.

Data Presentation

• The quantitative analysis of the results of close-ended questions of the survey research is presented in numerical, percentages, tables, graphs and descriptive forms.

Limitations

• Due to the time and the resources constraints, this study has been limited to the survey from our relatives (as general public), students of MAJU (Pakistan, Karachi).

DATA ANALYSIS

DATA ANALYSISDESCRIPTIVES

Descriptive Statistics

N Minimum Maximum MeanStd.

Deviationattraction 50 1.00 4.75 2.3900 .83017

increase in sales

50 1.00 3.75 2.4700 .64015

impact of women in advertisement

50 1.00 3.75 2.4100 .54810

Valid N (listwise)

50

ANALYSIS

• According to respondent’s opinions the rating on dependent variable impact of women in advertisement was second highest with a mean of (2.4100). The rating of increase in sales was highest with a mean of (2.4700). And the rating of attraction is lowest with a mean of (2.3900).

• The standard deviation of respondents’ opinion on attraction was the highest (0.83017), as compared to other dimensions. This indicates that there is a low involvement of attraction in impact of women in advertisement.

attraction increase in salesimpact of women in advertisement

attraction Pearson Correlation

1 .421** .522**

Sig. (2-tailed) .002 .000

N 50 50 50

increase in sales Pearson Correlation

.421** 1 .599**

Sig. (2-tailed) .002 .000

N 50 50 50

impact of women in advertisement

Pearson Correlation

.522** .599** 1

Sig. (2-tailed) .000 .000

N 50 50 50

CORRELATION

ANALYSIS

• The data was analyzed through SPSS (statistical package for social sciences) software by using correlation and regression. The correlation test indicates that the relationship between the variables. The correlation values show that there is a positive correlation of impact of women in advertisement with attraction and increase in sales.

• The dependent variable “impact of women in advertisement” has the strongest correlation with increase in sales (.599**), with attraction (0.522**) with the dependent job satisfaction

Model Summary

Model R R SquareAdjusted R

Square

Std. Error of the

Estimate

1 .522a .272 .257 .47247

REGERESSION

ANALYSIS

• Variable impact of women in advertisement.• The R Square show Coefficient of Determination

defines the square of Coefficient of Correlation. The R Square values (.272) mean 26% reliable to be used for estimation of population.

• The Std. Error is important because they reflect how much sampling Fluctuation a statistic will show. The Std. Error value show that 47% Fluctuation of Sampling Mean.

• The R change shown that differences between R-value & Adjusted R square.

ANOVA

ModelSum of Squares Df

Mean Square F Sig.

Regression

4.005 1 4.005 17.943 .000a

Residual

10.715 48 .223

Total14.720 49

ANALYSIS • The Sum of Square shows the total variability around the

mean, the Sum of Square Residual mean the Sum of Squared Errors in Prediction and Sum of Square Regression mean the improvement in Prediction by using the predicted value of (Y) Dependent Variable over just using the mean of (X) Independent Variable.

• The degree of freedom means number of sample minus one.• The F Test value (17.943) shows the combination of all

variable, overall significances of the Model its mean one independent variable attraction on Dependent variable impact of women in advertisement and Observation of Independent Variable met.

CO EFFICIENT

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 1.587 .205 7.723 .000

attraction .344 .081 .522 4.236 .000

ANALYSIS • The Std. Error is important because they reflect how much

sampling fluctuation a statistic will show. The St.d Error of a statistic depends on the sample size in the general the larger sample of the St.d Error. St.d Error of Constant (.205) value shows the 20% of fluctuation of sampling mean and the St.d Error of Independent Variable attraction is (.081) value shows the 8% of fluctuation of sampling mean.

• Standardized Coefficients are the coefficient that you would obtain if the Predictors and the outcomes variable were standardized prior the analysis and the Comparing the size of the coefficient across variable. The t value of Independent Variable attraction is (4.236). According to the rules if t value is greater that 2 (t>2.5) than null hypothesis will be rejected and alternate hypothesis will be accepted.

96% of the respondents

agreed and say yes that

advertising is important while only 4% from the

total respondents

think that advertising is not

important.

The pie chart shows that 60% of the respondents said that media gets their attraction mostly through television advertisement. While 16% are attracted by print media, 12% are attracted by word of mouth and only 10% are attracted by radio advertisement.

This shows that 42% of the respondents said

that moving image (TV) is the most powerful

kind of advertisement while on second according to 38%

respondents still image (bill boards) and on third

number only 20% respondents said that

still image (magazines , newspaper) are the

powerful kind of advertisement.

This shows that 80% of the respondents means mostly of the people are influenced their shopping

trends through advertisement. While

only 20% are not influenced by advertisement

EXAMPLES

In the this add women are shown as the object of affection in a shaving cream ad

where no women are needed

IN THIS ADD A BOY IS TRYING TO GET THE PHONE NO OF A GIRL JUST TO SELL A MOBILE CONNECTION.

Conclusion

• Media play a very important role in today’s world. It affects society in so many ways.

• The results of the study revealed that advertisements left a great impact on audience

• The presence of female model in the advertisement influenced the liking of a particular product

Conclusion

• Advertisements should be more educative, informative and product oriented.

• Women should be shown as confident, independent and empowered individuals in future advertisements.

• In advertisement portrayal of women should not be vulgar and the product should be given more emphasis than the female model

Recommendations

• Women should be given decent roles in ads. • The Product should be given more

importance than women in ads.• In advertisement portrayal of women should

not be vulgar, indecent or immodest• Women should not be used in male products

or irrelevant ads to attract consumers.

Recommendations

• Advertising should portray both women and men in the full spectrum of diversity and as equally competent in a wide range of activities both inside and outside the home.

• The media professionals can play an important role in promoting a constructive image of women through programmes which focus more on the projection of the hard working urban and rural women who are doing commendable job for national development.