Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Mohd. Tariqa 1, Mohd. Afaq Khan 1, Vandana Singh 2, Priya Singh 2
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1 Aligarh Muslim University, India
2 Gurukul Kangri University, India
Online Journal of Communication and Media Technologies, Volume 8, Issue 1, pp. 112-129. https://doi.org/10.29333/ojcmt/2366
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ABSTRACT

Among various factors which help in shaping the attitude of consumers, religion too play a very vital role. This research aims to inquire differences in attitudes of females towards women's role portrayal in advertisements on the basis of religion. Responses were taken by distributing a questionnaire to a convenience sample of 241 College students of Northern India which includes females affiliated to Hinduism, Islam and Sikhism. Data were analyzed using descriptive, factor analysis, reliability, ANOVA and Post Hoc test. The findings confirmed that there is a significant difference in the attitude of consumers on the basis of religion.
Keywords: female, attitude, portrayal of women, TV advertisements, religion

CITATION

Tariqa, M., Khan, M. A., Singh, V., & Singh, P. (2018). Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements. Online Journal of Communication and Media Technologies, 8(1), 112-129. https://doi.org/10.29333/ojcmt/2366

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