Abstract
This study aims to observe the gender role portrayal in food and non-food television advertisement in Pakistan, in order to find out gender discrimination (if any) and association of gender with different content variables. Content analysis of selected TV commercials was used to fulfill the purpose of this study. Services of two independent coders (business graduates) were utilized to code content variables for a sample of 103 commercials (54 food and 49 non-food commercials). Based on the extant literature, seven content variables were selected for this study including: main product user, voiceover, primary character, end comment, soundtrack level, activity level and aggression level. The gender role portrayals in both food and non-food commercials have been compared and discussed. There exists gender discrimination in Pakistani television advertisement, where males dominate more. The reason behind this phenomenon is expected to lie in social and cultural values. This male dominance is higher in food advertisement as compared to non-food advertisement. Results also favor the association of male character with the relatively higher activity and aggression levels in television commercials. The findings of this study are supportive for key players in advertising industry like advertisers and advertising agencies, for self-regulation of their advertising campaigns with respect to gender role. However, more important implication for them is to know about the forces of traditional cultural values and preferences of target audience, for effective planning of the commercials and forecasting their impact. Such knowledge can provide them a better base to assess the need for self-regulation of their advertising campaigns, guiding them towards making more successful commercials. This study reflects the true picture of gender discrimination in Pakistani television advertisement. It has been concluded using a well defined methodology, provides original data for Pakistan and can be considered a good reference for further analysis.
Highlights
Advertising is one of the most influential, attractive and most widely used media to grab customers’ attention
Research Questions: Focusing on television commercials, this study aims to answer the following questions: 1- Is there any gender discrimination in television advertisement being broadcasted in Pakistan? 2- If there is, a- Is it male dominant or female dominant? b- Is it higher in food advertisement or non-food advertisement? 3- Which gender is more dominant in each of food and non-food advertisement? 4- How gender is associated with soundtrack level, activity level and aggression level in television advertisement?
Results reveal an overall female dominance in Pakistani television advertisement with respect to main product user favoring the existence of gender discrimination in advertisement
Summary
Advertising is one of the most influential, attractive and most widely used media to grab customers’ attention. Importance and contribution of television for advertising can never be denied It has penetrated deeply in human life and has become a potential area of study because of its expected wider audience than any other medium. Commercials of different brands and product categories nowadays are going on-air on television to gain the attention of target audience. They help customers to remember, recall and retrieve useful information about the brand and stimulate their desire to purchase. A number of studies have addressed these issues in different parts of the world Their findings may not be useful with respect to their application on target audiences with different demographics and cultural backgrounds
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