Volume 18, No. 6, 2021
Influence Of Sports Celebrities On Pakistani Television Advertisements: A Content Analysis
Abdul Fahim, Yasmin Iqbal, M. Farhan Tabassum , Javeria Aman Ullah, Farwa Babar
Abstract
We believe what others say or advise us to believe. Advertising is a crucial component of any advertisement campaign. Advertising is inextricably linked to marketing tasks. Whose final aim is to meet the needs of customers in terms of goods and services. Advertising is an important part of our daily lives. It defines the way of life and standard image in general, and it has an impact on our thinking as well as our attitude toward ourselves and the world around us. Advertisement has an impact on everyone, even if they don't realize it. We don't pay attention to how it affects us. We have been enslaved by scientific and technical development, which advertising brilliantly exploits. In Pakistan, total advertising expenditure was occurred 81.5 billion rupees in fiscal year 2017-18 and 67.15 billion rupees in fiscal year 2018-19. In 2019, TV ads had the highest share of the advertising market, accounting for 42 percent of the total. Ads are regarded as the most important money-making or revenue-generating product. Companies persuade the public to spend money on their products by influencing them through 30-60 second advertisements. This is expert through the routine of various advertising types, and the most suitable techniques.
Pages: 7548-7560
Keywords: Content analysis, Sports advertisements, Advertising appeals, Rhetorical triangle, Celebrity endorsement.