The purpose of this study is to investigate the end user perspective of advertising in Pakistan. This involves exploring and examining the consumer feedback about advertising from multiple dimensions. In this regard, survey was done for the current developments in literature so far, in order to discover a general pattern of consumer attitude that has been developing over time. This leads us to the realization that the advertising has been radically changing since its beginning with the change in literature. Advertisers (...) communicate with consumers through advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion etc. organizations must use all available communication tools to communicate consumer and to create awareness about the need of consumer. Advertising is used to create awareness for products and services. Advertisers should know the needs of consumers, target audience, their culture, likes and dislikes. Advertising create feelings and satisfaction in consumer’s mind. Many food and beverage brands use advertising for the promotion of their products. Advergames have an advertisement for a product, service, or company and have become popular. Cultural frame work plays important role in advertising and consumer behavior. Music plays an imported role in advertising; it has recently attracted interest in marketing and consumer psychology. Music is key elements of the culture; it plays an important role in consumers’ perceptions, moods, and in the theme of the advertisements. (shrink)

This study investigates the Impact of Indian Dramas on Language in Pakistan through survey methodology. A questionnaire was used as a tool of data collection. In this research the researcher recorded the opinion of people about the Impact of Indian Dramas on Language. Researcher recorded the gender, age group, educational background, social status, habits of watching Indian dramas and their impacts on language of people and children. This research was done on both the gender. Results show that Indian media has (...) some effects on language and people use Hindi phrases and words intentionally or unintentionally. (shrink)

Universities are specialized units aimed to deliver quality education and shaping future leadership to provide competent professionals to the industry. The establishment of ORIC in universities and significant increase in academia-industry linkage activities is strategic move towards achievement of the mentioned objectives. Bridging up the gap between academia and industry by adopting such strategies defines the successful role of HEIs. In view of increasing number of universities and continuous outflow of graduates it seems imperative to analyze and capitalize their potential (...) towards the growth of economy. However, the unemployment ratio and limited growth in SME sector reflect the insignificant absorption of graduates in corporate sector. The study aims to determine the factors that serve as barriers in achieving goals of HEIs by understanding the problems faced by university students in general and business graduates in particular on the basis of data gathered from 100 students from different universities present in Karachi. It shall also assists the policy makers in devising policy as per market demands, level of quality attained by universities, their involvement with corporate sector and in turn need of the industry to keep both parties at par in the fluctuating and contemporary era. (shrink)

This paper aims at identifying socio-cultural portrayal of women through representational, interactive and compositional meanings with a focus on gender stereotypes propagated by media advertisements in Pakistan. Media adverts as such are an instrumental tool for manipulating attitudes and behavior of large and diverse audience for example, a large body of data reveals that women are portrayed in media to stylize their physical attributes to tempt and persuade customers. Therefore, advertisements are instrumental in creating a certain mind-set by shaping an (...) ideologythrough highlighting the hegemonic representation of men and sexual objectification of women for creating an erotic fantasy. The data for the study comprises print media adverts which were randomly collected to have primarily advertised Pakistan TV morning shows, home products and cosmetics and have been selected on an assumption that they embody a socio-cultural perspective. The findings show that the selected advertsproject the world of male chauvinism where women are shown as the facilitating sexual objects. (shrink)

Code switching is defined as the use of two or more languages or varieties of language in conversation. It is a general phenomenon in Pakistani society. This research was conducted through a qualitative descriptive method; it produces descriptive data in the form of code switched sentences from editorial of Urdu newspaper. In this research paper I discussed code switching in editorial of an Urdu newspaper. Daily Khabrain Newspaper was selected for this purpose. One week newspapers were collected for research from (...) 1st January, 2020 to 7th January, 2020 to analyze code switching in editorial. In this research paper I discussed code switching in editorial of an Urdu newspaper. Aims and Objectives are; in this research paper I discussed code switching in editorial of an Urdu newspaper. Research Question was what type of code switching is in editorial in Daily Khabrain Newspaper? Daily Khabrain Newspaper from first January 2020 to 7th January 2020 was collected for the analysis of language or code switching and its type in editorial. Through the analysis of data of newspaper it can be concluded that the type of code switching was intra sentential, word code switching and total integrated Urdu. (shrink)