Role of TV Commercials in Adoption of Culture Values among Youth of Pakistan

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2025
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Abstract
Today, mostly people in Pakistan are watching TV Commercial to learn different culture values.The purpose of this study was to investigate that how current Pakistani TV commercials were used by the youth of Pakistan to adopt culture values .This study investigates the impact of TV commercials regarding Western and Indian cultural values among Youth of Pakistan. The study aims to explore how TV commercials promote Indian and Western culture and influence the youth’s perceptions of language, dressing and dancing and how their consumption of TVCs change their attitude towards culture values. Study observed through cultivation, and social learning theory. This study employed quantitative research using a purposive sampling procedure to examine the role of TV commercials in adoption of culture values. The study sample comprised (N=250) both male and female university students. Research findings reveal that youth actively watch TV commercials for culture adoption .The study highlights that Pakistani TV commercials are playing an effective role to changing the culture values of youth. Moreover TV commercials are depicting the Western and Indian culture especially Dressing, Dancing and Language. In conclusion, the research emphasizes that TV commercials are the source of culture adoption and learning among youth and Pakistani culture are replacing by the western and Indian culture.
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Authors Muhammad Haseeb Sarwar, Aaima Batool, Mahrukh Munir
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Journal Annals of Human and Social Sciences
Year 2025
DOI
10.35484/ahss.2025(6-III)06
URL
https://ojs.ahss.org.pk/journal/article/view/1016
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