1. TOPIC : PROJECTION OF WOMEN IN
ADVERTISEMENT

2. INTRODUCTION

3. INTRODUCTION
•Advertising is to persuade one to take action
on a message to buy something
•Advertising has two basic purposes that is to
Inform and to persuade
•The use of women is one of the most successful
ways of gaining the consumer’s attention and
getting her to infer the right message in a
limited amount of space and time.

4. INTRODUCTION
•Women have always been objectified in
advertisements and entertainment.
•In today’s business world, women are used
as an object to attract consumers’ attention to
the products that firms sell.
•The representation of women in the media has
always been exploited. It has, throughout the
years, reduced women to being nothing more
than objects to increase product sales

5. BACKGROUND

6. BACKGROUND
In 19 centuries there were no
such strategies like objectifying
women just to increase your
sales/profit or indecent roles of
women in ads for irrelevant
products
In the past ads were just shown
to sell the product, but
nowadays the use of women in
ads is a new trend to increase
your profit and product sales
Many studies have shown that
women abuse in marketing
practices negatively affects social
values and women’s role in
society

7. PROBLEM
STATEMENT

8. PROBLEM STATEMENT
In this research, we are working about the
projection of women in advertising
because we want to find out the roles of
female oriented advertisement and
women brand marketing in order to
understand the positive of negative impact
of consumer buying behaviour.

9. RESEARCH QUESTION
THE ADVERTISING
PROGRAMME HAS IMPACT
OF WOMEN IN
ADVERTISEMENT.
1
THERE IS POSITIVE OR
SIGNIFICANT RELATIONSHIP
BETWEEN THE IMPACT OF
WOMEN IN ADVERTISEMENT
AND ATTRACTION, INCREASE IN
SALES.
2

10. LITERATURE REVIEW

11. LITERATURE REVIEW
Media 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

12. LITERATURE REVIEW
The correlation between 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.

13. HYPOTHESIS

14. HYPOTHESIS
NO IMPACT OF WOMEN IN
ADVERTISEMENT
H0
IMPACT OF WOMEN IN
ADVERTISEMENT
HA
Develop a hypothesis

15. CONCEPTUAL
FRAMEWORK

16. PROJECTION OF
WOMEN IN
ADVERTISEMENT
INCREASE IN
SALES
ATTRACTION

18. • 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 public 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
RESEARCH METHODOLOGY

19. • 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 respondents and
25 female respondents.
SAMPLE SIZE

20. Sampling Techniques
• The basic population is selected with the help
of convenient sampling (as the students,
general public and viewers were selected by
the method of simple random sampling
technique.)
• Survey was conducted on the sample which
was in easy access and was easily available to
cater the different constraints like time, and
finance

21. Data Collection and Data Collection
Mean
• To get the basic data for testing the
hypothesis and the research questions, the
method of survey questionnaire from the
students, general public and viewers of the
advertisement has been used. The structured
questionnaire comprises of close-ended
questions have been used to get the basic
information and the opinion of the target
sample as a tool of data collection.

22. Data Analysis
• The quantitative techniques have been
used for the analysis of the information
gathered in the method of survey. For
the close-ended questions the
quantitative technique was used.

23. Data Presentation
• The quantitative analysis of the results of
close-ended questions of the survey research
is presented in numerical, percentages,
tables, graphs and descriptive forms.

24. Limitations
• Due to the time and the resources
constraints, this study has been limited to the
survey from our relatives (as general public),
students of MAJU (Pakistan, Karachi).

25. DATA ANALYSIS

26. 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
advertisem
ent
50 1.00 3.75 2.4100 .54810
Valid N
(listwise)
50

27. ANALYSIS
• According to respondent’s opinions the rating on
dependent variable impact of women in
advertisement was second highest with a 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.

28. attraction increase in sales
impact of women
in advertisement
attraction Pearson
Correlation
1 .421** .522**
Sig. (2-tailed) .002 .000
N 50 50 50
increase in sales Pearson
Correlation
.421** 1 .599**
Sig. (2-tailed) .002 .000
N 50 50 50
impact of women
in advertisement
Pearson
Correlation
.522** .599** 1
Sig. (2-tailed) .000 .000
N 50 50 50
CORRELATION

29. ANALYSIS
• The data was analyzed through SPSS (statistical
package for social sciences) software by 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 dependent job satisfaction

30. Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .522a .272 .257 .47247
REGERESSION

31. 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 a statistic will show. The
Std. Error value show that 47% Fluctuation of
Sampling Mean.
• The R change shown that differences between R-
value & Adjusted R square.

32. ANOVA
Model
Sum of
Squares Df
Mean
Square F Sig.
Regres
sion
4.005 1 4.005 17.943 .000a
Residu
al
10.715 48 .223
Total
14.720 49

33. ANALYSIS
• The Sum of Square shows the total variability around the
mean, the Sum of Square Residual mean the Sum of Squared
Errors in Prediction and Sum of Square Regression mean the
improvement 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 Variable met.

34. CO EFFICIENT
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.B Std. Error Beta
1 (Constant) 1.587 .205 7.723 .000
attraction .344 .081 .522 4.236 .000

35. ANALYSIS
• The Std. Error is important 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 are the coefficient that you would
obtain if the Predictors and the outcomes variable were
standardized prior the analysis and the Comparing the size of the
coefficient across variable. The t value of Independent Variable
attraction is (4.236). According to the rules if t value is greater that
2 (t>2.5) than null hypothesis will be rejected and alternate
hypothesis will be accepted.

36. 96% of the
respondents
agreed and say
yes that
advertising is
important while
only 4% from the
total
respondents
think that
advertising is not
important.

37. The pie chart shows that
60% of the respondents
said that media gets their
attraction mostly through
television advertisement.
While 16% are attracted
by print media, 12% are
attracted by word of
mouth and only 10% are
attracted by radio
advertisement.

38. This shows that 42% of
the respondents said
that moving image (TV)
is the most powerful
kind of advertisement
while on second
according to 38%
respondents still image
(bill boards) and on third
number only 20%
respondents said that
still image (magazines ,
newspaper) are the
powerful kind of
advertisement.

39. This shows that 80% of
the respondents means
mostly of the people are
influenced their shopping
trends through
advertisement. While
only 20% are not
influenced by
advertisement

40. EXAMPLES

41. In the this add women are shown as the
object of affection in a shaving cream ad
where no women are needed

42. IN THIS ADD A BOY IS TRYING TO GET THE PHONE NO
OF A GIRL JUST TO SELL A MOBILE CONNECTION.

45. Conclusion
• Media play a very important role in today’s
world. It affects society in so many ways.
• The results of the study revealed that
advertisements left a great impact on
audience
• The presence of female model in the
advertisement influenced the liking of a
particular product

46. Conclusion
• Advertisements should be more educative,
informative and product oriented.
• Women should be shown as confident,
independent and empowered individuals in
future advertisements.
• In advertisement portrayal of women should
not be vulgar and the product should be
given more emphasis than the female model

47. Recommendations
• Women should be given decent roles in ads.
• The Product should be given more
importance than women in ads.
• In advertisement portrayal of women should
not be vulgar, indecent or immodest
• Women should not be used in male products
or irrelevant ads to attract consumers.

48. Recommendations
• Advertising should portray both women and
men in the full spectrum of diversity and as
equally competent in a wide range of activities
both inside and outside the home.
• The media professionals can play an important
role in promoting a constructive image of
women through programmes which focus more
on the projection of the hard working urban and
rural women who are doing commendable job
for national development.