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isements thus there is a dire need for comprehending the link between religion and advertising (Al-Mossawi G. R., 2002). Religious association, also, greatly contributes to one’s attitude (Hirshman, 1981), values (Yang, 1993) and purchase intention as well as consumer behavior (Hirshman, 1981). Controversial advertisements, whether in terms of the nature of product or content, are unsuccessful in bringing about the desired results; in fact, such advertisements may even have negative effects and may hamper sales (Al-Mossawi G. R., 2002)

 

According to Rice and Al Mossawi, 2002 advertisements should show women in appropriate attire and a decent way. (Haque, 2011). Female endorsement in advertisements of commodities and goods which have little or nothing to do with women is humiliating as it devalues their intellect and their role in society. (Portrayal of Women in Advertisements and the PEMRA Ordinance, 2009)

 

Many religious authorities also object to advertising explicitly and they strongly advise to consider Islamic principles related to decency, business transactions and nature of consumption when designing any advertising campaign (Rice and Al-Mossawi 2002).

 

Following the religious recommendations, advertisers have used different tactics that use nature and use of music, sex appeal or nudity in Iran and Saudi Arabia have been avoided at times, and were care taken of women's dressing (Rice and Al-Mossawi 2002).

 

Pakistan being an Islamic country, it seems reasonable to anticipate that all advertising agencies should have e a good understanding of the target audience and how its consumption and perceptions of advertising are affected by Islam.

 

The attitudes towards advertising among adult consumers (Zanot, 1981; Mittal, 1994, Ghanimi, 2008) and among student samples (Duninsky & Hensel, 1984; Larkin, 1977; Muehling, 1987, Petroshias, 1986; Sandage & Leckenby, 1980; Waheed Akhter, 2011) have been measured, the perception of advertising of controversial brands with respect to religious orientation has also been studied (Waheed Akhter, Ethical Issues in Advertising in Pakistan: An Islamic Perspective, 2011) but the influence of religious orientation on reaction to indecent advertisements have less commonly been studied worldwide and never so in Pakistan, especially from the consumer perspective.

 

Research Gap

The existing literature shows that a significant amount of work has been done on the role of religious orientation of marketers on the kind of advertising they choose to take however the forward linkage with end consumers is the gap in nearly all these researches. The focus of our research therefore, is on the end consumers because while considerable research has been devoted to the factors that m本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。