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How to Cite

The Dilemma of Ethics in Advertising in Pakistan: An Islamic Perspective

Abstract

This paper analyzes the dilemma of ethics regarding the promotion of foreign culture as opposed to local cultural values by the advertising industry in Pakistan from the Islamic perspective. Advertisers rely on the western business models, disregarding the Islamic business models or ethics that understate exaggeration of the user, consumer, or product attributes. The absence of the advertising ordinance or state control facilitates this manipulation process. The control is an independent variable while culture and emotion are dependent variables whose coupling links the emotions and actions of westernized models to those of traditional viewers. The study assumes the advertiser negatively influences Pakistani culture and conduct of young women due to a lack of governmental guidelines for producing advertisements from an Islamic cultural perspective. The researchers used a quantitative research design for collecting data from 250 university students from three universities at Lahore and Karachi through an online survey questionnaire. The regression analysis shows correlation among control, culture and emotions. The results show the youth believes the advertiser influences young women’s conduct in the absence of the state control over Pakistani advertising agencies for promoting the Islamic code of conduct, culture and business model, or to sort out the ethical dilemma.

Authors

  • Hassan Ali Maan
  • PhD Scholar, School of Media & Mass Communication, Beaconhouse National University, Lahore, Punjab, Pakistan
  • Wajiha Raza Rizvi
  • Associate Professor, School of Media & Mass Communication, Beaconhouse National University, Lahore, Punjab, Pakistan

Keywords

Advertising Ethics, Islamic Advertising, Pakistani Advertisements, Pakistani Culture, Pakistani Women, Pakistani Youth

DOI Number

10.35484/pssr.2021(5-I)71

DOI Link

http://doi.org/10.35484/pssr.2021(5-I)71

Page Nos

938-951

Volume & Issue

v5-1

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Copyright 2016 PSSR Journal, Developed by M. Yaseen

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