Advance & Applied Business Research ASSIGNMENT # 1

TEST RE-TEST
Submission Date: 26th July, 2011 Submitted to: Mr. Agha Shaheryar Submitted By Umair Younus (BD-74/2008)

Test Re-test

This questionnaire is designed to research about gender effects in advertisement. This questionnaire can be 5 parts: 1. 2. 3. 4. 5. Exploitation of femininity to attract viewership of specific product advertisement Use of female models to increase attract viewership of specific product advertisement Advertisements portraying general image of common women Effect of male and female models for male specific products Selection of male or female for a particular advertisement

In the enclosed questionnaire, the questions are designed to gauge the customer preference of use of female models or celebrities instead of male model for advertisement where it can be done. Now days with so much fashion awareness and adoption of Indian culture, our advertisements are also portraying and using more female models even where there is no need for it. While performing the re-test, one of the respondents in answering the questionnaire second time, changed his response on the question that Ads depict women seeking attention of the opposite sex . First the answer was agree which on the second time changed to Neutral. The reason being explained was that in cooking oil or packaged milk advertisement, the image portrayed is of motherly affection and not attraction towards other sex. This is also experienced in packaged milk where the mother provides milk to her children with motherly affection. Hence this advertisement forces to change the comment. Also the response was changed on the question Male models (with strong ad concept) can help in a product recall . For this question, the first answer was disagree but after the advertisements of Honda where cricketer Abdur Razzaq is taken as a model and hence people when asked about will recall but like a comic advertisement. Similarly for advertisement of Pepsi where Shahid Afridi is used as a model. People who are cricket lovers will instantly remember when the name of Pepsi came in front of them. Therefore, a respondent has changed his perception that Male models can be used for a strong product recall. In both the cases, the respondents were not sensitized and answers of two respondents changed on one of the questions after viewing the advertisement and remembering the particular question asked to them.

Tabular Evaluation: Part 1: 80% people agreed while 20% were disagreed Part 2: 80% people agreed while 20% were disagreed or neutral Part 3: 60% people were of the view that women depicted are same as that in real life while 40% thought that women depicted are smarter than in real life Part 4: 40% people agreed that male models can be used for product recall purpose while 60% people disagreed. Part 5: 80 % people agreed that female models are preferred during selection for an advertisement while 20% agreed that male models are preferred.

Question
Ads depict women seeking the attention of opposite sex Commercials for male dominated products do not require women at all Exploitation of female sexuality in advertising has negative consequences for society in general Exploitation of female sexuality in advertising has negative consequence for women specifically Female models can be more eye gagging as compared to celebrities Female models can be more eye gagging as compared to male models Generally women in ads shown are appropriatelylike real life women Generally women in ads shown are exploitedSmarter than real life women Generally women in ads shown are misrepresentedShabby than

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

real life women Male models (with a strong ad concept) alone can achieve the purpose of getting a product recall No ad is complete without representation of women