impact of advertisement on the lifestyle of pakistani youth

Interdisciplinary Journal of Research in Business Vol. 1, Issue. 7, July 2011(pp.39-44)

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Impact of Advertisement on the Life Style of Pakistani Youth

Usman Daud Student of MBA

Lahore business school

The University of Lahore, Pakistan.

E-mail: [email protected]

Umer Farooq Student of MBA




Faiza Anwar Student of MBA




ABSTRACT

Objective of this Study was to access to the role of the TV advertisement in changing the life style of Pakistani

youth with the help of the habits, attitudes, tastes, moral standards parameter. And also to measure to which

extent advertisement is useful in changing the life style and its impact on society. It was a community-based

analytical study, undertaken from March to June 2011. A group of 200 respondents takes part in the study out of

which 141 were female, 61 were male, and data was collected from different universities of Lahore. In results,

male and female both point out that the advertisement is changing lifestyle and variable associated with lifestyle

by far of its limit and can be problematic of our society.

Keywords: impact, lifestyle, advertisement, Society

INTRODUCTION

The impact of television is immense due to combination of audio- visual effect and broadly spread viewer ship

and this feature of TV is worldwide acknowledge and used as effective tool for advertisement .In Pakistan now a

days marketer are heavily targeting lifestyle in TV advertisement.Alfred Adler firstly used lifestyle in 1929, for

person basic reaction and behavior. Danial Czitrom and David Marc (1985) provide a sketch to the popularity of

lifestyle in 1960s, when several lifestyles became known to individuals and groups, including; gay lifestyle,

communal life style, student and youth lifestyle, all forming the new “alternative lifestyles”. The originality of

the word was somewhat lost during the transformation and introduction of the alternative lifestyles, focusing

more on being part of a more Hollywood lifestyle, observed by celebrities, and followed by masses.

Now the question arise how Advertisement and Lifestyle are related. In business, "lifestyles" provide a means

by which advertisers and marketers try to target and match consumer aspirations with products, or create

aspirations relevant to new products. Therefore marketers take the patterns of belief and action characteristic of

lifestyles and direct them toward expenditure and consumption. These patterns reflect the demographic factors

(the habits, attitudes, tastes, moral standards, economic levels and so on) that define a group. As a construct that

directs people to interact with their worlds as consumers, lifestyles are subject to change by the demands of

marketing and technological innovation.

Youth is considered the builders of any nation. The advertisement industry has a tremendous impact on our

thinking. Most people believe what they see on TV. The advertisers know how to appeal to our senses. They tell

us what to wear (because everyone is wearing it), what to eat (because everyone is eating it), and what to do

(because everyone is doing it). They use peer pressure very heavily. "You need to wear these tennis shoes

because (add a big name sports star) is wearing them and everyone else is going to wear them. You want to be

cool don't you?" You have to have a fast car that can go 120 mph even though the speed limit is set at about half

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that. They have confused our youth with the difference between "need" and "want. The cultural impact on youth

life style is global, advertiser can use the same commercials in all over the world (Ebad, 2010). This leads to

break down in the differences of the societies. The youth now, a day grows while watching these ads and that is

why the culture of almost 70% of the world is changing. Advertisement is also influencing behavior of kids.

Advertising makes kids want things -- it creates desire --which puts a lot of pressure on parents. Television is a

showcase for "must have" items that parents are expected to buy.Kids and parents always have to struggle about

purchases. When a parent says, 'No, I can't buy that, I don't have enough money', there's an underlying sense that

the parent is not meeting the child's needs and is depriving the child of what he or she needs to be

happy."(Neelima Gupta,2008).

At the same time advertisement affects the psychology health the youngster who learn how to get parents to

respond to his or her wishes and wants. This may take the form of a grunt, whine, scream, or gesture--indeed

some tears may be necessary--but eventually almost all children are able on a regular basis to persuade Mom or

Dad to buy something for them.Advertisement is integral part of industry, and tactfully targeting the youngster

to sell their profit but forgetting that advertising has an impact on impressionable minds of the children. Parents

should be aware that advertising is going on, and it's influencing their children more than they think

(AnandNawathe, 2007*). Parents must educate the children to examine the surrounding more carefully and take

decision more logically.A Study done by (Shabbir, 2008) shows that Pakistani children are very much aware

about TV commercial’s features like: truthfulness, annoyingness, taste and influencing characteristics of the ad.

Their behavior is also different about advertised and non-advertised brands.

TV advertising has enhanced their involvement in product selection and purchase, they prefer to buy TV

advertised products and sometimes they want TV advertised products even though they do not need them. They

also like the advertisements of the products that they are using and believe that products are as good as expected

from TV advertisements. Advertisement has an impact on buying behavior of the youth.This ultimately changes

their lifestyles. In Pakistan, most advertising agencies now target children through advertisement especially

when advertising consumer products like children’s toys, chocolates, candy bars, tooth paste etc. (Farooq

Ahmed Jam,2010) identified Impact of marketing activities (specially adverting) on children is very important

and sensitive issue for the society and marketers. Results showed interesting findings that ads do not impact

negatively to children memory and behavior rather it enhances the knowledge of children and the ads targeted to

children are not effective For effective positioning of children related products marketers should target the

parents and include ethical orientation along with environmental knowledge to influence the buying behavior of

parents.

OBJECTIVE AND HYPOTHESIS

Objective of this Research is to access to the role of the TV advertisement in changing the life style of Pakistani

youth with the help of the habits, attitudes, tastes, moral standards parameter. With that, also to measure to

which extent advertisement is useful in changing the life style and its impact on society.

METHODOLOGY

It was a community-based analytical study, undertaken from March to June 2011. The authors has developed a

questionnaire. The questionnaire was designed, to know the point of view of youth regarding the impact of

advertisement in changing the life style. First part of questionnaire contains information regarding demographic.

Second part has the series of close-ended indirect questions, which were based on lifestyle variables like

believe, Norm Cultural value, family bonding and tendency to copy Ad. In the end, direct question was asked

regarding the change in life style due to advertisement. Non-random convince sampling technique was used in

our survey. To complete the survey 210 samples, respondents selected different well renowned universities of

Lahore. Male and 141 from the female filled 65 questionnaires. After the data collection in form of

questionnaire. We entered data In SPSS 16. Than we run detail analysis, we did descriptive analysis on bases of

gender and to test Hypothesis we use the Chi-Square. In addition, our hypothesis was

Ho: There is NO association between advertisement and in changing life style of youth

H1: There is an association between advertisements an in changing life style of youth.

RESULT

Table 1.1 and table 2.2 show the distribution of respondent gender and Ages. The total of 206 participants

participates in this study. In which 141(68.5%) are female student and 65(31.5%) are male. In which 15-19 age

male was 26 and female was 60 similarly 20-24 age and female were 37 and 79 respectively, while the


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respondent greater or equal to 25 was only 4 The mean ages of the of males are 20.48±2.016 and mean age of

female are 20.18±1.949

Table 1.1 goes here

Table 1.2 goes here

Table 2.1 goes here

Table 3 goes here

Students from different universities have been asked to fill the questionnaire to check their perception of impact

of advertisement in changing the life style of youth.In our study their responses have been recorded and

evaluated. The first question is asked from the respondent what they think that youth watch TV or not 73 %

female and 64 % male agreed that youth watch. Regarding the duration of watching TV 84 % and 54 %percent

female and male opinioned that youth spend more than one hour in watching TV. In the response of Third,

question 75% male and 77 % female stated that they gave more attention to TV advertisement as compare to

paper and billboard advertisement. The forth question asked from male and female was wither Advertisement is

changing belief of our youth, in response 60% male and 70% female said yes while 23% male and 14% female

did not agree that youth belief is changing by advertisement the fifth question put in front of respondent was

about the advertisement impact on norms. Result was the same 80% both male and female agreed that

advertisement is changing the norms of the society. Similarly 90% female and 73% male agreed that the

advertisement is changing the culture. Another question was asked from the responded if Farther 52% female

and 47% agreed that advertisement is changing the religious value 74% female and 69% male agreed that

Advertisement is also changing religious value of youth.advertisement is affecting the family bonding

negatively, as TV advertisement of this era proposed the individualistic lifestyle. Studied showed new life style

can be easily introduced among the youth as 74 percent male and 80 percent female respond that they try to

copy advertisement after watching it. More over impact of advertisement is on youth is immense, as 76 %

female and 71 male respond that advertisement impact last on them after watching it for some time. In addition,

this impact can be reinforcing after watching it several time. This impact can also be reinforce by using the

celebrity appeal in advertisement as 77% female and 69 % male agreed that celebrity in ad have greater impact

on them. 80 % female 74% male respond that advertisement is helping youth in making buying decision or in

other word advertisement is changing youth buying decision. In response to direct question if Advertisement is

changing life style of youth, 80 percent respondent agreed that advertisement is changing the life style of youth.

ANALYTICAL ANALYSIS

H1: There is an association between advertisement and in changing life style of Pakistani youth.

Ho: There is no association between advertisement and in changing life style of Pakistani youth.

Table 4 goes here

To test hypothesis we analyze the association of advertisement with life style variables through Chi square.

Every variable believe, Norm, Culture, Religious value, family bonding, Imitate, Impact and celebrity appeal

showed the high level of association with advertisement. As the

Result our H0 is rejected and H1 is selected which means our advertisement is changing the life style of our

youth.

CONCLUSION

We started with the aim to explore the role of advertisement in influencing the lifestyle of youth and our

findings provided astonishing insights for future researchers and marketing managers. We ended up with the

finding son the bases of above-mentioned statistics, we can safely conclude that TV advertisement in general

and those involving same celebrities have immense and lasting effect on youth’s lifestyle, religious value,

family bonding and their decision making for buying various items. Some of the effects are really damaging for

our society, which are generally based on combined family system, established religious and cultural value and

where majority of people cannot not afford to purchase the product, which have severe temptation for youth in

the race of show power


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LIMITATIONS

Limitations and Future Research Implications Future researcher must test these findings in different cultural

context to support our findings or if any different results found. There are some limitations of study regarding

sample selection because entire samples taken from only one city of Pakistan so it may not be the true

representative of population. Life style, economic condition and per capita income of that area might have some

influence on the community in sample. Another major limitation of our study is that lack of grounded theory for

our hypothesis support. Third major limitation of our study is regarding the validity and reliability of our

measuring instrument, we designed the questionnaire from the help of different literature and makes required

changes in their scale as per our sample, although we tried our best to make the process standardized but the sole

reliability and validity of our instrument is referred to them. Despite of all these constraints we tried our best to

follow the standard research procedures and styles for our sincere attempt will add very little value in this

stream of research.

REFERENCES

1. Hassan,F., Kirmani,S., &Shabbir, S.M.(2008).Children Attitude towards TV Advertisements in

Pakistan.European Journal of Scientific Research.Business Department.International Islamic

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2. Haroon,M.,Nisar,M., Qureshi,M.T.,&Rehman,Z,M.(2011). Does the Food Advertisement on

Television Have the Impact on Children’s Food Purchasing Behavior?A Study Based on Pakistan Food

Advertisement. International Journal of Business and Management.Faculty of Management

Sciences.National University of Modern Languages.Sector H-9, Islamabad.Pakistan.Vol. 6, No. 1.

3. Devi,A., and Gupta,N.(2008). Impact of T.V Advertisements on Buying Pattern ofAdolescent

Girls.J.Soc. Sci.Government College for Women. Parade, Jammu, Jammu and Kashmir, India.16(1):

51-55.

4. Akhtar.S.,Hijazi,T,S.,Jam,A,F.,&Khan,B,M.(2010). Impact of Advertisement on Children Behavior:

Evidence from Pakistan.European Journal of Social Sciences.Faculty of Management

Sciences.International Islamic University. Islamabad. Pakistan.Vol.12, No.4.

5. Dethe.S.,Gawande,R., &Nawathe,A.(2007).Impact of Advertising on Children’s Health.International

Marketing Conference on Marketing &Societ.IIMKDepartment of Management Sciences.University of

Pune.Pune.

6. Baig,E.,Javaid,H.,&Khan,S.(2010). Lifestyle Advertising – Emerging Perspective in

Advertising.European Journal of Economics, Finance and Administrative Sciences.Lahore Business

School. University of Lahore1-KM Defence Road. Lahore. Pakistan.ISSN 1450-2275 Issue 21.

7. Massey,J.(2007).The Impact of Advertising on Teenagers.West Philadelphia High School.

Table 1.1 Distribution of study group on Gender

Study Group Male Female Total

No of respondent 65(31.5 %) 141(68.5 %) 206

Table 1.2 Distribution of study groups on Age

Table 2.1 Distribution of Male Remarks

Cases

Strongly

Disagree

Disagree Natural Agree Strongly

Agree

No of

respondent

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Age Male Female Total

15-19

26 60 96

20-24

37 79 116

≥25 2 2 4

( ̅± S) 20.48±2.016 20.18±1.949


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Do youth watch TV 3(4.6%) 7(4.6%) 13(20 %) 25(38.5%) 17(26.2) 65(100%)

youth spend more

than one hour in

watching TV

5(7.7%) 6(9.2%) 27(41.5%) 27(41.5%) 65(100%)

Attention to TV

Advertisement

2(3.1%) 2(3.1%) 11(16.9%) 33(50.8%) 17(26.2%) 65(100%)

Attention to paper

advertisement

13(20%) 30(46.2%) 15(23.1%) 5(7.7%) 2(3.1%) 65(100%)

Attention to Bill

board advertisement

4(6.2%) 25(38.5%) 20(38.5%) 12(18.5%) 4(6.2%) 65(100%)

Advertisement is

changing Believe of

our youth

4(6.2%) 11(16.9%) 11(16.9%) 22(33.8%) 17(26.2%) 65(100%)

Advertisement is

changing Norm of

society

3(4.6%) 11(16.9%) 37(56.9%) 14(21.5%) 65(100%)

Advertisement is

changing Culture of

our Society?

2(3.1%) 8(12.3%) 7(10.8%) 27(41.5%) 21(32..3%) 65(100%)

TV advertisement is

changing Religious

value of our youth

1(1.5%) 9(13.8%) 10(15.4%) 25(38.5%) 20(30.8%) 65(100%)

TV advertisement is

changing Family

bonding of our

youth

2(3.1%) 15(23.1%) 17(26.2%) 20(30.8%) 11(16.9%) 65(100%)

youth try to copy TV

advertisement after

watching it

7(10.8%) 10(15.4%) 30(46.2%) 18(27.7%) 65(100%)

TV advertisement

impact lasts on

youth?

1(1.5%) 5(7.7%) 13(20%) 38(58.5%) 8(12.3%) 65(100%)

TV advertisement

change buying

decision

1(1.5%) 2(3.1%) 13(20%) 31(47.7%) 18(27.7%) 65(100%)

Celebrity in Ad have

greater impact on

youth

2(3.1%) 4(6.2%) 14(21.5%) 25(38.5%) 20(30.8%) 65(100%)

advertisement is

changing the life

style of our youth

2(3.1) 5(7.7%) 11(16.9%) 27(41.5%) 20(30.8%) 65(100%)

Table3: Distribution of Female Remarks

Cases

Strongly

Disagree

Disagree Natural Agree Strongly

Agree

No of

respondent

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Frequency

(%)

Do youth watch TV 1(.7%) 11(7.8%) 26(18.4%) 75((53.2%) 28(19.9%) 141(100%)

youth spend more

than one hour in

watching TV

1(.7%) 8(5.7%) 10(7.1%) 35(27%) 84(56.9%) 141(100%)

Attention to TV

Advertisement

7(5%) 13(9.2%) 14(9.9%) 62(44%) 45(31.9%) 141(100%)

Attention to paper

advertisement

11(7.8%) 76(53.9%) 36(25.5%) 17(12.1%) 1(.7%) 141(100%)


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Attention to Bill

board advertisement

7(5%) 58(41.1%) 39(27.7%) 26(18.4%) 11(7.8%) 141(100%)

Advertisement is

changing Believe of

our youth

5(3.5%) 14(9.9%) 23(16.3%) 62(44%) 37(26.2%) 141(100%)

Advertisement is

changing Norm of

society

8(5.7%) 26(16.3%) 71(50.4%) 39(27.4%) 141(100%)

Advertisement is

changing Culture of

our Society?

1(.7%) 3(2.1%) 14(9.9%) 68(48.2%) 55(39%) 141(100%)

TV advertisement is

changing Religious

value of our youth

4(2.8%) 13(9.2%) 20(14.2%) 65(46.1%) 39(27.7%) 141(100%)

TV advertisement is

changing Family

bonding of our

youth

4(2.8%) 40(28.4%) 22(15.6%) 49(34.8%) 11(16.9%) 141(100%)

youth try to copy TV

advertisement after

watching it

14(9.9%) 14(9.9%) 67(47.5%) 46(32.6%) 141(100%)

TV advertisement

impact lasts on

youth?

14(9.9%) 25(17.7%) 71(50.4%) 31(22%) 141(100%)

TV advertisement

change buying

decision

4(2.8%) 7(5.0%) 17(12.1%) 71(50.4%) 42(29.8%) 141(100%)

Celebrity in Ad have

greater impact on

youth

4(2.8%) 8(5.7%) 19(13.5%) 50(35.5%) 60(42.6%) 141(100%)

advertisement is

changing the life

style of our youth

1(.7%) 6(4.3%) 10(7.1%) 66(46.8%) 58(41.1%) 141(100%)

Table4 Analytical Analysis

VARIABLES LEVEL OF SIGNIFICANCE

TVadvertisement * changing Believe of our youth .001

TVadvertisement * changing Norm of society .032

TV advertisement* changing Culture of our

Society?

.000

TV advertisement * changing Religious value of

our youth

.000

TV advertisement * changing Family bonding of

our youth

.001

TV advertisement * copying after watching it .000

TV advertisement* impact lasts on youth. .000

TV advertisement* changing buying decision .000

TV advertisement * Celebrity appeal impact on

youth

.000

impact of advertisement on the lifestyle of pakistani youth

Education