Women Presentation in Advertisements: Measuring Effects on Perception of Urban Youth in Karachi, Pakistan

Abstract

The media is increasingly commercialized, leading to the perpetuation of stereotypes against women. This study aims to examine the presentation of women in today's commercials and its impact on cultural beliefs. Data was collected from two universities in Karachi using a questionnaire. Additional information was gathered from archives, blogs, interviews, newspapers, and reports. The study employed reliability, validity, and regression analysis using SPSS software. The findings indicate a significant relationship between the presentation of women in advertisements and the identity of women in urban areas of Pakistan, negatively impacting women's roles. The study reveals a strong association between the portrayal of women and their objectification as sex objects in ads. The results demonstrate that the youth in Pakistan strongly disapprove of the practice of using women for brand identity and increasing brand attractiveness. The public rejects current media trends in Pakistan and believes that advertisers should adhere to ethical and moral values, as ads often contradict the true aesthetic values of Pakistani society.