The advertisements shown were attempting to construct an ideal social reality of an ordinary household in Pakistan. They included cultural practices which would be a common social norm of every household. The advertisements played during the commercial breaks introduced different products such as ice cream to cell phones, but they all conveyed a similar message: the audience is shown of healthy, vibrant, and friendly seniors who live happily with their children and grandchildren. The advertisements displayed this family-friendly content with similar patterns of the elders being surrounded by their family. The seniors are never depicted alo...
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...ng on the television was the theme of seniors used to represent trust and traditions. The audience who watched either the soap or cereal commercial (Table 2) were given a guarantee that the product being advertised is safe and used for many generations. For instance, the Zubaida Aapa Whitening soap used the word “Aapa” (which means older sister) to exhibit trust and targeted the product towards young women. Likewise, the Fauji Corn Flakes Cereal used similar tactics of gaining trust by displaying an elderly woman eating the cereal, and also showed the theme of tradition because Fauji cereal has been sold for decades. Lastly, a commercial on mixed pickle (Table 1) had portrayed tradition by having a grandmother teach her granddaughters in making mixed pickles. Thus, there was a utilization of the theme of seniors being symbolically represented as trust and traditions.
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