Examining the Portrayal of Women in Advertising and Its Impact on Youngsters in Pakistan

Authors

  • Fatima Shahid Karachi University Business School, University of Karachi, Karachi – Pakistan
  • Fouzia Sheeraz (Ph.D) Department of Business Administration, Sir Syed University of Engineering and Technology, Karachi – Pakistan
  • Waheed Akram Department of Business Administration, National University of Modern Languages (NUML), Lahore – Pakistan
  • Zohaib Hassan Faculty of Business & Management Sciences, Superior University, Lahore – Pakistan https://orcid.org/0000-0001-6567-5963
  • Muhammad Hanif Bhutto Karachi University Business School, University of Karachi, Karachi – Pakistan

DOI:

https://doi.org/10.5281/zenodo.15251956

Abstract

Abstract Views: 501

Advertisement is the fundamental way to introduce the newly formed products in the market as well as to increase the sale of exiting products. Portrayal of women in advertisements of Pakistani products becomes an important discussion now-a-day. This research paper elaborates the fact that how it portrays women in Pakistani advertising and its complete impacts on the young generation of Pakistan. The literature review of the paper mainly focusses on a peculiar point that women are mostly portrayed in advertisement in two different ways (i)as house wives and as (ii) attractive objects. In most advertisements of Pakistan women are put on stage as a decoration object to attract the viewers’ attention which create a sense of modern culture. The conclusion of the paper shows that women are just like a decoration piece and therefore women are only portraying for the attention of the viewers which induce the products market. They only indicate the physical beauty of the women to enhance or introduce the product in the market to earn.

Keywords:

Advertising, Decoration object, Portrayal of women, Youngsters in Pakistan

Author Biographies

Fatima Shahid,

She is currently a Research Scholar at Karachi University Business School, University of Karachi in Karachi – Pakistan. She received her Master’s Degree in Business Administration from the University of Karachi in Karachi – Pakistan.

Fouzia Sheeraz (Ph.D),

She is an Assistant Professor at the Department of Business Administration, Sir Syed University of Engineering and Technology in Karachi – Pakistan. She obtained her Post-Doctorate in Business Administration from the University of Aveiro in Aveiro – Portugal.

Waheed Akram,

He is a Research Scholar at the Department of Business Administration, National University of Modern Languages (NUML) in Lahore – Pakistan. He received his Master in Business Administration from the National University of Modern Languages (NUML) in Lahore – Pakistan

Zohaib Hassan,

He is a Research Scholar at the Faculty of Business & Management Sciences, Superior University in Lahore – Pakistan. He received his Masters in Management Sciences from Superior University in Lahore – Pakistan.

Muhammad Hanif Bhutto,

He is currently a Research Scholar at Karachi University Business School, University of Karachi in Karachi – Pakistan. He received his Master’s Degree in Business Administration from the University of Karachi in Karachi – Pakistan.

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Bulletin of Multidisciplinary Studies

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Published

2025-04-01

How to Cite

Shahid, F., Sheeraz, F., Akram, W., Hassan, Z., & Bhutto, M. H. (2025). Examining the Portrayal of Women in Advertising and Its Impact on Youngsters in Pakistan. Bulletin of Multidisciplinary Studies, 2(1), 82–89. https://doi.org/10.5281/zenodo.15251956

Issue

Vol. 2 No. 1 (2025): January – March

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