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 purpo...
INTRODUCTION
•Women have always been objectified in
advertisements and entertainment.
•In today’s business world, women ar...
BACKGROUND
BACKGROUND
In 19 centuries there were no
such strategies like objectifying
women just to increase your
sales/profit or ind...
PROBLEM
STATEMENT
PROBLEM STATEMENT
In this research, we are working about the
projection of women in advertising
because we want to find ou...
RESEARCH QUESTION
THE ADVERTISING
PROGRAMME HAS IMPACT
OF WOMEN IN
ADVERTISEMENT.
1
THERE IS POSITIVE OR
SIGNIFICANT RELAT...
LITERATURE REVIEW
LITERATURE REVIEW
Media play a very important role in today’s world. It
affects society in so many ways. The media has bec...
LITERATURE REVIEW
The correlation between media and women is very
important because whatever role women have in
our societ...
HYPOTHESIS
HYPOTHESIS
NO IMPACT OF WOMEN IN
ADVERTISEMENT
H0
IMPACT OF WOMEN IN
ADVERTISEMENT
HA
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 advert...
• Population is our relatives (as general public),
students of MAJU who are the viewers of
Pakistani advertising media and...
Sampling Techniques
• The basic population is selected with the help
of convenient sampling (as the students,
general publ...
Data Collection and Data Collection
Mean
• To get the basic data for testing the
hypothesis and the research questions, th...
Data Analysis
• The quantitative techniques have been
used for the analysis of the information
gathered in the method of s...
Data Presentation
• The quantitative analysis of the results of
close-ended questions of the survey research
is presented ...
Limitations
• Due to the time and the resources
constraints, this study has been limited to the
survey from our relatives ...
DATA ANALYSIS
DATA ANALYSIS
DESCRIPTIVES
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
attraction 50 1.00 4.75 2.3900 .83...
ANALYSIS
• According to respondent’s opinions the rating on
dependent variable impact of women in
advertisement was second...
attraction increase in sales
impact of women
in advertisement
attraction Pearson
Correlation
1 .421** .522**
Sig. (2-taile...
ANALYSIS
• The data was analyzed through SPSS (statistical
package for social sciences) software by using
correlation and ...
Model Summary
Model R R Square
Adjusted 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 ...
ANOVA
Model
Sum of
Squares Df
Mean
Square F Sig.
Regres
sion
4.005 1 4.005 17.943 .000a
Residu
al
10.715 48 .223
Total
14....
ANALYSIS
• The Sum of Square shows the total variability around the
mean, the Sum of Square Residual mean the Sum of Squar...
CO EFFICIENT
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.B Std. Error Beta
1 (Constant) 1.587 .205...
ANALYSIS
• The Std. Error is important because they reflect how much
sampling fluctuation a statistic will show. The St.d ...
96% of the
respondents
agreed and say
yes that
advertising is
important while
only 4% from the
total
respondents
think tha...
The pie chart shows that
60% of the respondents
said that media gets their
attraction mostly through
television advertisem...
This shows that 42% of
the respondents said
that moving image (TV)
is the most powerful
kind of advertisement
while on sec...
This shows that 80% of
the respondents means
mostly of the people are
influenced their shopping
trends through
advertiseme...
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 s...
Conclusion
• Advertisements should be more educative,
informative and product oriented.
• Women should be shown as confide...
Recommendations
• Women should be given decent roles in ads.
• The Product should be given more
importance than women in a...
Recommendations
• Advertising should portray both women and
men in the full spectrum of diversity and as
equally competent...
Projection of women in media
Projection of women in media
Projection of women in media
Projection of women in media
Upcoming SlideShare
Loading in...5
×

Projection of women in media

949

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
949
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
44
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Projection of women in media

  1. 1. TOPIC : PROJECTION OF WOMEN IN ADVERTISEMENT
  2. 2. INTRODUCTION
  3. 3. 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.
  4. 4. 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
  5. 5. BACKGROUND
  6. 6. 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
  7. 7. PROBLEM STATEMENT
  8. 8. 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.
  9. 9. 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
  10. 10. LITERATURE REVIEW
  11. 11. 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
  12. 12. 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.
  13. 13. HYPOTHESIS
  14. 14. HYPOTHESIS NO IMPACT OF WOMEN IN ADVERTISEMENT H0 IMPACT OF WOMEN IN ADVERTISEMENT HA Develop a hypothesis
  15. 15. CONCEPTUAL FRAMEWORK
  16. 16. PROJECTION OF WOMEN IN ADVERTISEMENT INCREASE IN SALES ATTRACTION
  17. 17. • 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
  18. 18. • 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
  19. 19. 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
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. 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).
  24. 24. DATA ANALYSIS
  25. 25. DATA ANALYSIS DESCRIPTIVES Descriptive Statistics N Minimum Maximum Mean Std. Deviation attraction 50 1.00 4.75 2.3900 .83017 increase in sales 50 1.00 3.75 2.4700 .64015 impact of women in advertisem ent 50 1.00 3.75 2.4100 .54810 Valid N (listwise) 50
  26. 26. 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.
  27. 27. attraction increase in sales impact 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
  28. 28. 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
  29. 29. Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .522a .272 .257 .47247 REGERESSION
  30. 30. 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.
  31. 31. ANOVA Model Sum of Squares Df Mean Square F Sig. Regres sion 4.005 1 4.005 17.943 .000a Residu al 10.715 48 .223 Total 14.720 49
  32. 32. 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.
  33. 33. CO EFFICIENT Model Unstandardized Coefficients Standardiz ed Coefficient s t Sig.B Std. Error Beta 1 (Constant) 1.587 .205 7.723 .000 attraction .344 .081 .522 4.236 .000
  34. 34. 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.
  35. 35. 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.
  36. 36. 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.
  37. 37. 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.
  38. 38. 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
  39. 39. EXAMPLES
  40. 40. In the this add women are shown as the object of affection in a shaving cream ad where no women are needed
  41. 41. IN THIS ADD A BOY IS TRYING TO GET THE PHONE NO OF A GIRL JUST TO SELL A MOBILE CONNECTION.
  42. 42. 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
  43. 43. 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
  44. 44. 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.
  45. 45. 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.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×