The effect of manipulative advertisements on consumer behaviour in Pakistan: fairness creams

Abstract

This research is about the advertisements shown nowadays in Pakistan. The manipulation aspect is studied in context to the culture and media involvement. The product category selected for the research is fairness creams. There is high amount of manipulation and deception associated with beauty cream advertisements. The results conclude that there is high amount of humiliation of self-esteem and lack of confidence emerges in girls and overall it creates an aristocratic society. Also there are much product performance issues like acne and freckles and also these creams are not effective at all. There is development of self deprecation and self inflicting egos are altered.