alexa Cultural Imperialism through Beverages Advertisements: A Case Study of Youth of Lahore
ISSN: 2165-7912

Journal of Mass Communication & Journalism
Open Access

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Research Article

Cultural Imperialism through Beverages Advertisements: A Case Study of Youth of Lahore

Tamkanat Rasool, Aniqa Nadeem and Kiran Karamat*

Department of Media Studies, Kinnaird College for Women, Pakistan

*Corresponding Author:
Kiran Karamat
Lecturer, Department of Media Studies
Kinnaird College for Women, Pakistan
Tel: +92 42 99203781
E-mail: [email protected]

Received Date: December 07, 2016; Accepted Date: December 16, 2016; Published Date: January 03, 2017

Citation: Rasool T, Nadeem A, Karamat K (2017) Cultural Imperialism through Beverages Advertisements: A Case Study of Youth of Lahore. J Mass Communicat Journalism 7: 325. doi: 10.4172/2165-7912.1000325

Copyright: © 2017 Rasool T, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 

Abstract

The study explores the effects of beverages advertisements on youth of Lahore. The main objective was to find out that how beverages ads are promoting western culture and its relationship with the youngsters. Survey was used as a method of data collection. The study targeted youngsters from different educational institutions of Lahore. The data were analyzed through SPSS and statistical tool such as Chi-square test was used for data analysis. The results indicate that youth get influenced by such beverages advertisements in which western culture is shown. The study concludes that most of the youth is attracted towards western advertisements and they consider that consuming such advertisements will make them more modern and civilized; hence they are more inclined towards it. Western media also uses such tactics to engage third world countries with their products which help them to gain more revenue

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