The Role of TV Advertisement in the Promotion of Popular Culture among Teenage Boys of Sargodha City

Abstract

The present study is a planned effort to find out the role of TV advertisement in the promotion of popular culture among teenage boys of Sargodha city. A detailed questionnaire is prepared to collect data from 300 respondents from Sargodha city using convenience sampling method. It is found that teen agers significantly watch TV ads with attention and also get information. Teenagers take much interest in location, model, music, dress, language, message, slogan, and dance, colors, theme and gender interaction respectively in TV advertisement. It is also found that teenage boys, often, prefer to buy cosmetics, beauty soaps, shampoos, gels, cell phones, drinks, fast foods hair colors, dresses, detergents and toothpastes after watching advertisement on TV. Adoption of trends of popular culture after watching from TV advertisement reveals that the teenage boys prefer to adopt dresses, hair styles, mobiles, languages, home videos, fast foods and cold drinks. However, respondents not prefer to adopt tattoos, earring and bracelets after watching it from TV advertisement.  Accordingly, findings reveal that popular culture very much affect teenage boy's social interactions with elders. The Results show that respondents face more financial difficulties than other factors like side effects, parents and teachers respectively in adoption, similarly teenager boys discuss about popular culture more with friends than class fellows, teachers and parents respectively. The findings reveal that friends significantly provide more guidance in adoption of popular culture among all peers. The results of the study are verified using chi-square, correlation and regression tests.