Effects of Television Commercials on the Literate and Illiterate People of Pakistan (A Case Study of Gujarat City)
Zahid Yousaf · Journal of Bacteriology & Parasitology · 2013
This study "Effects of Television Commercials on the Literate and Illiterate People of Pakistan" revolves around the phenomenon that how television advertisement influences an illiterate and literate person, or what effects do television advertisements have on illiterate and literate people.Especially, to know the change in the behavior of an illiterate customer about the product that is commercialized in television, in comparison to a literate customer.To know, how well the viewers have understood the message given in a television commercial.This study will focus on the psychological effects on the mind of illiterate and literate customer that how does it urge him to buy that particular product after watching it in a television commercial.It will also see for the behavioral change in illiterate and literate persons after watching television commercials.Survey method is used for this study and the Elaboration Likelihood Model and Social Learning theory are used for this study.The study shows that a viewer of television commercial will learn about a product through television commercials.This can alter his behavior about the product.