Journal of Media Studies, Vol 38, No 1 (2023)

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Pakistani TVCs: A Critical Study of their Impact on Young Consumers

Nida Ijaz, Aisha Saddiqa

Abstract


Advertisers attach the product to the emotions, bounding, and happiness of a family or an individual. Consumer buying behavior very much depends on the advertisement. This study aims to examine how various companies are reflecting the bully behavior (consciously or unconsciously) in the content to promote their products which is not a healthy practice for the young consumers. Through the content analysis of the jingles and dialogues of TV commercials targeting children of age 4 to 11 years, in the local channels in Pakistan. Findings show that  showcasing bullying behavior and portraying negative messages are in the selected ads.

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