TV Advertisements and Social Influence: A Study of Electronic Media’s Contribution for Projection of Popular Culture among Teenage Boys

Abstract

This study aimed to identify TV advertisements' role in popular culture commodification among teenage boys and the population is the boys from the teenage group of Sargodha city of Pakistan. For conducting this quantitative study, a detailed questionnaire was designed for collecting the required set of data from the sample of 300 teenage boys from the city of Sargodha, and the sample size was chosen based on the convenience sampling technique. The findings of the study indicate that a significant number of the population for the study watch TV ads with high attention to get information. Moreover, it is evident that much interest taken by teenagers in the city in the model, location, language, music, slogan, message, colors, dance, gender interactions, and themes of the TV ads. In addition, the study also found that a preference for buying beauty soaps, cosmetics, cell phones, gel, fast foods, drinks, dresses, hair colors, toothpaste, and detergent has been seen among teenagers after they watch a TV ad for a relevant product. Furthermore, in terms of trends, and the adoption of popular culture as a result of TV ads watching, the study revealed that the more preferred trends by teenagers are hairstyles, dresses, home videos, mobiles, drinks, fast food, and languages used in TV ads. However, findings reflect that teenage boys do not tend to adopt tattoos, weary and bracelets wearing pop culture as a result of TV ads watching. These findings are stated after the verification of quantitative results using regression tests and chi-square methods. The findings of the study are significant to understand the relationship between mass media and the social sphere.