Browsing by Author "Rauf, Mushayada A."

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    PORTRAYAL OF WOMEN IN ADVERTISEMENTS IN PAKISTAN
    (University of Management and Technology, 2013) Rauf, Mushayada A.
    Media in today’s World has a deep impact on the audience and society’s norms and values. Media is a means of information dissemination which is comprised of three types of media: Print Media (Newspapers and Magazines), Electronic Media (TV and Radio) and Digital Media (Email and Internet). This paper deals with women and their role in the Media and Society of Pakistan. This research looks at women’s various stereotyped roles depicted in the Electronic and Print advertisements and compares them to those of men. A questionnaire survey and few interviews were conducted to analyze the positive and negative role portrayed by women in Pakistani Advertisements. Also the change in effects of attitudes towards advertisements and women were measured to see its impact on society. PEMRA’s rules and regulations that have been defined categorically about the portrayal of women regarding the advertising industry were scrutinized, while comparing them with laws of Iran, India, Turkey, UK and USA. This paper will help to focus on the status of women in society, while acknowledging the Ideology of Pakistan and Islamic Values.