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Title INTERPLAY OF RELIGIOUS AND MEDIA DISCOURSES: ANALYSIS OF ADVERTISEMENTS BY COMMERCIAL COMPANIES ON TV CHANNELS

Author(s) HUMAIRA ASLAM

Abstract This research study is based on the day to day customer and buyer relationship that is manipulated several times by marketing tricks. After religion, media is considered as one of the mainstream sources of authentic information and it has a great impact on the way people think and act. Due to the easy access nowadays, media is also thought to be one of the main platforms to sell products through advertisements. Media has been creating a noticeable effect on the cultural and social life of mankind. Due to the information given or transmitted by media, people change their attitude towards certain occasions, things, ideology and life .Some advertisement companies use social and political issues as their tools to sell products while a new trend has been set up in the recent past that religion is being manipulated in the television advertisements for marketing benefits. Religion has always been a sensitive tool in trade and in the modern world women have also been portrayed in a hyper real manner in the virtual world. Qualitative research methodology is adopted in research. The theory of Hyperreality and Compositional Interpretation are used to analyse the data. A result of this study suggests that there is a significant relationship between emotional appeals and customer purchase intentions. Intrinsic and extrinsic religiosity influence customer purchase intentions and it has a moderating impact on the relationship between emotional appeals and customer purchase intentions. Overall, this research is also beneficial for citizens as awareness and this may help as a useful guide for media personal to design their advertisements more carefully and sensibly without exploiting or manipulating any religious affiliation of common people. Keywords: Religion; Media; Advertisements; Composition; Interpretation; Hyper reality; Pakistani advertisements; Manipulation; Colour, Images, Discourse, Visuals, Television.

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2019-01-11

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