Examining the Portrayal of Women in Advertising and Its Impact on Youngsters in Pakistan
Year: 2025
Type: article
Abstract: 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.
Authors: Fatima Shahid, Fouzia Sheeraz (Ph.D), Waheed Akram, Zohaib Hassan, Muhammad Hanif Bhutto
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W6931003293
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