Profiling Social Roles in Pakistani Media Advertisements

Abstract

This study investigates the influence of advertisements on consumer perceptions, with a specific focus on the portrayal of gender stereotypes and associated gender roles. By examining how these stereotypes impact consumer attitudes and purchasing intentions, the research highlights the role of media in shaping social norms. Using a quantitative approach, data were collected through a structured questionnaire from a sample of 375 youth, primarily students active on social media. Convenience sampling was employed to ensure broad representation within this demographic. The collected data were analyzed using Pearson correlation to identify significant relationships. Findings reveal a strong association between exposure to gender stereotypes in advertisements and shifts in consumer perception and purchase intentions, emphasizing the powerful role of media in reinforcing traditional gender roles. This research contributes to the understanding of advertising’s social impact, providing insights for both marketers and social scientists on the implications of gendered media portrayals.