Advertisements as Agent of Social Change – A Study of Contemporary Advertising Scene in Pakistan
Keywords:Advertisement, Social Change, Pakistan, Attitude and Behaviors
The research paper examines the contemporary advertising scene in Pakistan to trace the evidence regarding advertisements acting as an agent of social change. The research is qualitative in nature. The content analysis of Pakistani TV advertisements aired during 2019-2021 is carried out and 15 advertisements containing a message about any type of social change are listed out. The discourse analysis of the selected advertisement has been conducted to analyze how these ads are fostering social change in the country. The study finds that recently there are many advertising campaigns launched in the country that contain powerful messages supporting change in social structure, order, attitude, and behavior. The research concludes that Pakistani advertisers seem to recognize the importance of advertisement as a tool for bringing phenomenal social change in the country. Therefore, advertisements are acting as agents of social change in Pakistan.