Abstract:
The research undertaken by Bilal Khan, "Excessive participation of women in advertising and its impact on society in Pakistan", was completed in partial fulfillment of the requirements for the degree of BBA, at Bahria Institute of Management and Computer Sciences, in 2004. Information about the research was gathered through two main sources, namely, questionnaires for primary information and the internet for secondary information. The data collected through• the questionnaires was analyzed and interpreted through frequency distributions and Mean, found in the statistical computer program, "SPSS". The three types of questionnaires developed for the purpose of gathering information from the target population included open ended questions, due to the fact that the aim of the questionnaires was to ascertain the opinions of the respondents. The result of this review, Excessive participation of women society in Pakistan, data on in advertising and its impact on updates the international already extensive public attitudes about women in advertising and its impact on society. This report supplements the findings of other reports, with more emphasis being placed on the Pakistani advertising industry and society. As previous studies reveal, the use of women in advertising has been highly popular in most countries around the world, and these studies also show that there is in fact an impact on the way society views women and their roles in society. Thus, the aim of this research study was to see whether the same situation is present in Pakistan, and if so, how this has affected the way men and women in the country view the role of women in society. The results showed that there is an excessive participation of women in advertising in Pakistan, and as such this excessive participation has not as yet had too much of a negative impact on society, as revealed by the opinions of the target survey population. The male respondents found the excessive use to be positive as it enhanced the appeal of the products or services being advertised, but were also aware of the fact that the image of women in the advertisements was not consistent with their real image in society. The female respondents were of the opinion that the participation of women in advertising was positive for the molding of society, but, this medium by advertisers, undermined in the future. due to an excessive usage of this positive role could be undermined in the future.
