A Study of Audience Perception about the Portrayal of Women in Advertisement of Pakistani Electronic Media

Abstract

This research report will seek to define opinion and response of the viewers against the portrayal of women in these advertisements. Survey research method has been used for the analysis. The respondents for the survey were categorized on the basis of gender and age. The literature review indicates that the women are portrayed mainly in two types of roles i.e. as house wives and as attractive objects. Mostly the advertisers use females as the eye-catching object to capture the attention of the viewers. The results argue that the portrayal of women in advertising is changing the concept of respects about the women among the minds of viewers and also indicate that a woman's physical beauty is likely to be an instrument for inducing demands for products.