This document discusses advertising and its effects on Pakistani society. It begins by defining advertising and its purpose. It then describes different types of television advertisements, including their advantages. The document outlines the history and evolution of advertising in Pakistan since 1947. It discusses regulations and ethics around advertising content in Pakistan to avoid objectionable material. The document also provides guidance on how to design advertisements, including setting objectives, strategies, and evaluating effectiveness. Overall, the document examines both the positive and negative societal impacts of advertising in Pakistan.

1. ADVERTISING AND ITS EFFECTS ON SOCIETY,
EXAMPLES FROM PAKISTANI SOCIETY
By Attaullah Khan

2. ADVERTISEMENT
A picture, set of words, or a short film,
which is intended to persuade people
to buy a product or use a service, or that
gives information about a job that
is available, an event that is going
to happen etc.
A picture, Sign, etc. that is used to make
a product or service
known and persuade people to buy it

3. ADVERTISEMENT
A notice or announcement in a
public medium promoting a
product, service, or event or
publicizing a job vacancy.
A paid notice that tells people about
a product or service.

6. WHAT IS A TV
ADVERTISEMENT
An advertisement is a span of television
programming produced and paid by an
organization, which conveys a message,
typically to market a product or service.
Its length should be minimum 15 sec to
max 30 sec (hardly 60). No one will pay
attention to a dragged advertisement.

7. ADVANTAGES OF
TV
ADVERTISEMENT
Audio-visual
impact.
Products can
be shown,
demonstrated
and their
utilities can be
told
With catchy
slogans, Music,
famous
personalities
exhibiting
products has a
lasting impact.
With varieties
of channels and
programs
advertisers
have a lot of
choice to select
the channel
and time to
advertise.
Even illiterates
can watch the
advertisements
and understood
it by seeing and
hearing.

8. HISTORY
AND
EVOLUTION
• In1947,whenPakistancame into being
the industry of advertising was in
miserable condition, all the
advertising agencies in Bombay,
Madras, Calcutta and Delhi became
part of India.

9. HISTORY
AND
EVOLUTION
• Malani & Co was the
advertising agency working in
Pakistan whose owner was a
Hindu.
• Advertising agencies joined
hands with many already
present local institutions to step
into the arena. A number of
international agencies
established in different cities of
Pakistan.

10. HISTORY AND
EVOLUTION
In the era of 1947-1964, the advertising
industries tried to create a level of awareness in
urban population through print ads, the other
medium which was used to influence people was
radio.
The trends in advertising changed after the
advent of TV.
PTV (1963) and Radio Pakistan used movie
songs as the concept in the advertisements
of famous brands and Celebrity
endorsements.

11. HISTORY AND
EVOLUTION
In 70’s and 80’s, the wave of drama soaps captured
the viewers of sub- continent this provided with an
opportunity for the advertising industry to develop
new concepts of consumer behavior.
In the late 80’s with the new technology of
computer; ads were created with graphics and
animations to attract the viewers.
“Short concepts create fames” was the concept
brought by the advertisers when the new modern
advertising effects were introduced with visual
effects. Celebrity endorsement converted into
brand ambassadorship.

12. HISTORY AND
EVOLUTION
In 2008 Indian celebrities became
the brand ambassadors for the
Pakistani market
After wards, modern animation
techniques and Indian production created
the final shape of Pakistani TVC like
Safeguard through the character of
Commander Safeguard.

13. TYPES OF ADS
FOR TV
REALISM:
Realism narratives are used to make
the audience feel they are watching
something believable and realistic.
ANTI – REALISM: Anti-realism
narrative aims to present the viewer
with a situation or concept that is
clearly made up or unreal usually offer
the viewer humor or escapism.

14. TYPES OF TV
ADS
ANIMATION: Animated images are
often used in television advertising so
that more fantastic or impossible
scenes can be used.
DOCUMENTORTY STYLE
Documentary style adverts attempt to
document reality, the documentary style can
also be parodied and is sometimes referred to
as ‘mockumentary.
SERIES
Some advertising campiness use a
series of adverts to promote a single
brand, product or service.

15. TYPES OF TV
ADS
STAND ALONE (ONE OFF AD)
Singular adverts which advertise a product or
service and do not link with any existing
advertisements for that brand, product or
service.
TALKING HEADS
A talking head is a pundit who
discusses a specific topic, directly
addressing the viewer at home. e.g :
Sensodyne toothpaste stories

16. HOW TO DESIGN
ADVERTISEMENT
Appraise your advertising
opportunity
It includes, selection of medium,
selection of target audience,
content creation and production

17. HOW TO DESIGN
ADVERTISEMENT
Analyze your market
Which product is already there in the
market
Which grey areas may be identified
How your product can be distinctive
Price Comparison

18. HOW TO DESIGN
ADVERTISEMENT
Determine your advertising objectives
Whether you are launching new product,
PTCl ab pesh karty hain Naya Charji, PTCL
Laraha hai apny Sarifeen k liye 4G ki Saholat,
bhool jayen deegar networks ko
Introducing new packing , Naya Lux ab naye pack
mai dastiyab hain
Introducing new offers
Ab lipton yellow lable ka koi bhi 1kg wala pack
khareeden aur payen Donga Chamach bilkol free

19. HOW TO DESIGN ADVERTISEMENT
Re-call your product
from the market
Jesy China Salt ki
amazish par National
Masalha aur Lays walon
ne Peshawar market se
apni products re-call ki
Offering a sale
Haq Electronics laya
dhamaka khez offer,
jaheez ka mukammal
saman kharedny par
30 percent
Countering fake
brands
Is naam par hamari koi aur
branch nahi, kharedty waqt
monogram zaroor dekhen

20. HOW TO DESIGN
ADVERTISEMENT
Establish you budget and the
necessary control systems
Budget allocation
Control system that identify budget
limitations
Budget allows you to customize your
offer

21. HOW TO DESIGN
ADVERTISEMENT
Develop your strategy
What would be your plane to achieve
your advertisement goals
Going for online, electronic and print media at
the same time or choosing one by one and
selecting only one medium
Which medium or channel may reach to the
target audience in large
Going for billboards or other kinds of out door
campaigns

22. HOW TO DESIGN
ADVERTISEMENT
Implement your strategy
Make Sure advertisement is being
aired with in given time
Prime time, day time, before, mid or
after drama or bulletin
Same for out door and other mediums of
advertisment

23. HOW TO DESIGN
ADVERTISEMENT
Campaign Campaign successful or flop
Budget Budget vs promotion ratio
Goal Goal achieved or not
Evaluate Evaluate advertising results

24. ETHICS AND
ADVERTISEMENT
IN PAKISTAN
• “It is essential to maintain
consistently high standards of
television advertising. In judging
advertisements, the main
consideration will be the
impression it is likely to create on
an average audience, which
includes children and young
persons of innate judgment and
of impressionable age.”

25. CODE OF
ETHICS
PTV’s Code Of Ethics In Advertisement includes
censoring the following elements from
commercials and programs:
• Female glamour related to their bathing
• Touching cheeks with hands
• Making objectionable gestures
• Waiving hair and swaying
• Females in jeans and provocative dress
• Vulgar looks
These are considered contrary to Islamic values
and are in clash with the average family
atmosphere

26. WHY ETHICS IN
ADVERTISEMEN
T
Social Responsibility and Self
Regulation
Media Laws, PEMRA
Advertisement Agencies rules
regulations
Media Groups
Consumer Psyche

27. HTTP://WWW.PAS.ORG.PK/TV-ANALYSIS-
HALF-YEARLY-REPORT-JAN17-JUNE17/

28. EFFECTS OF
ADVERTISEMEN
T
To a certain extent
advertising has both
positive and
negative effects on
society.
Advertisements
promote prosperity
and also is
propaganda.