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Projection of women in Advertisement

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ADVERTISEMENT IMPACT OF WOMEN IN ADVERTISEMENT CONCEPTUAL FRAMEWORK INCREASE IN SALES PROJECTION OF WOMEN IN ADVERTISEMENT ATTRACTION RESEARCH METHODOLOGY • Survey research method has been used to verify the attitude of general public about the portrayal of women in the advertisement • Survey research methodology is adopted to get the information about the point of view and thinking of students, general... mean of (2.4100) The rating of increase in sales was highest with a mean of (2.4700) And the rating of attraction is lowest with a mean of (2.3900) • The standard deviation of respondents’ opinion on attraction was the highest (0.83017), as compared to other dimensions This indicates that there is a low involvement of attraction in impact of women in advertisement CORRELATION impact of women in attraction... in Prediction by using the predicted value of (Y) Dependent Variable over just using the mean of (X) Independent Variable • • The degree of freedom means number of sample minus one The F Test value (17.943) shows the combination of all variable, overall significances of the Model its mean one independent variable attraction on Dependent variable impact of women in advertisement and Observation of Independent... media and women is very important because whatever role women have in our society is influenced by media Portrayal of Beautiful women in ad with perfect body and thin waist make many women and girls insecure These types of ads put pressure on girls to lose weight and to look thin and beautiful like the models in the ads HYPOTHESIS HYPOTHESIS Develop a hypothesis H0 HA NO IMPACT OF WOMEN IN ADVERTISEMENT. .. and viewers about the image of women presenting in the advertisements that what type of impacts the ads are creating over the minds of viewers SAMPLE SIZE • Population is our relatives (as general public), students of MAJU who are the viewers of Pakistani advertising media and for this a sample of 50 advertising media viewers were selected from the city of Karachi/Pakistan • In sample there are 25 male... play a very important role in today’s world It affects society in so many ways The media has become the most common and successful way of marketing of products it strongly affects consumer perspective In our religion women is a symbol of respect and dignity, but western society considers women as a stunner or indecent object The concept of portraying women in ads is different in western and eastern society... students of MAJU (Pakistan, Karachi) DATA ANALYSIS DATA ANALYSIS DESCRIPTIVES Descriptive Statistics N Minimum Maximum Mean Std Deviation attraction 50 1.00 4.75 2.3900 83017 increase in sales 50 1.00 3.75 2.4700 64015 impact of women in 50 1.00 3.75 2.4100 54810 advertisement Valid N (listwise) 50 ANALYSIS • According to respondent’s opinions the rating on dependent variable impact of women in advertisement. .. using correlation and regression The correlation test indicates that the relationship between the variables The correlation values show that there is a positive correlation of impact of women in advertisement with attraction and increase in sales • The dependent variable “impact of women in advertisement has the strongest correlation with increase in sales (.599**), with attraction (0.522**) with the... because they reflect how much sampling fluctuation a statistic will show The St.d Error of a statistic depends on the sample size in the general the larger sample of the St.d Error St.d Error of Constant (.205) value shows the 20% of fluctuation of sampling mean and the St.d Error of Independent Variable attraction is (.081) value shows the 8% of fluctuation of sampling mean • Standardized Coefficients... Summary Std Error of the Model 1 R R Square 522 a Adjusted R Square 272 257 Estimate 47247 ANALYSIS • • Variable impact of women in advertisement The R Square show Coefficient of Determination defines the square of Coefficient of Correlation The R Square values (.272) mean 26% reliable to be used for estimation of population • The Std Error is important because they reflect how much sampling Fluctuation . 0! #!* Many studies have shown that women abuse in markeng pracces negavely aects social values and women s role in society  39 39 '!#'1(!("!%

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