Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This study examines the impact of TV commercials on society & culture. Negative impacts identified include undermining of cultural values, promotion of materialism, use of indecent content and sex appeal, negative stereo typing of women and behavioral impacts on children and adolescents. An online survey form involving a 5 point likert scale was used to obtain responses of 104 respondents from Karachi and Islamabad. The hypothesis was that TV commercials have meaningful impact on social society & culture.

Data was analyzed using SPSS 22 . Principal Component Analysis was used for variable reduction. Rotation was performed by followed by Varimax technique. Factor retention was based on eigen value of one or more.. Finally linear regression analysis was applied for hypothesis testing. The results confirmed that TV commercials do have a notable our culture & society. These commercials have a tendency to stereotype women negatively, they induce materialism and influence children behavior. The indecent content and subtle sex appeal in commercials undermine our value system, The study also identified areas for subsequent research and made some recommendations for the stakeholders.


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