projection of women in media
DESCRIPTION
TRANSCRIPT
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.