ANALYZING THE CONSUMER RESPONSE TOWARDS THE CELEBRITY ADVERTISEMENT IN PAKISTAN

Abstract

This study aims to find the purpose of celebrity advertising and how effective it is in the context of Pakistani environment. The word advertising has various meaning attached to it and it is also an integral part of our life these days. The word advertising comes in various shapes and forms and as the industries are revolutionized and the world has started becoming global village it has also been emerged as a diehard product to do the business and to attract the consumer so as to gain or expected to gain an increase in return on investment. Pakistani environment is a very dynamic environment over the years it has changed its behavior and attitude towards the products, towards the business and towards the culture dynamically. This is because society is moving and transforming constantly and people and their very conscience are changing rapidly. Being an Islamic country there are very strict laws regarding the media code and conduct and ethics and morals as well and advertising agencies have to be very careful about how to use the celebrity in an advertisement and what outfit they should or shouldn't choose for that particular celebrity. Religious fanatics have played their immediate role in this regard by becoming an imminent part in the move against westernization and act as a guardian of the society. If media shows something which is ethically unacceptable then these religious people comes out of the street raise their voices and their concerns and by having a great degree of freedom in their hand they stopped that specific media product to be shown publicly. In this paper we will discuss the usefulness of celebrity advertising in a Pakistani environment and we will see how effective enough it is to generate a response towards any product.