Representation of female in advertisements and its affect on the
purchasing behavior of the customer, the study reflects
representation of female in advertisements and its affect on the
purchasing behavior of the customer. TV was selected as the medium
for the study to check the female representation in TV
advertisements affects the customer purchasing behavior. Study
proved that female are represented negatively in the advertisement
now a day's. Research tries to find out that how consumer perceives
it and how it affects. This research employed survey to discover
findings. Surveys may be used for descriptive, explanatory, and
exploratory purposes. A survey was done on one hundred respondents
equally consisting males and females belonging to four shopping
malls of Gujrat. It is completely immaterial to represent a women
model or an actress in advertisement endorsing men products. It
also demonstrates that female is negatively portrayed in
advertisement. Theory stated that media should be self-regulated
but media should have high standards of professionalism.
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