9/26/2020

Final Project Report

QTMS

Group Members:
Muhammad Rauf Mughal. (9428)
Mahrukh Hassan. (8901)
Muhammad Aqib Qayyum. (8533)
Amir Ghumman. (8821)
Table of Contents
“Abstract..........................................................................................................................................3
Introduction......................................................................................................................................3
Problem Statement...........................................................................................................................4
Research Questions:.........................................................................................................................4
Research Objective:.........................................................................................................................4
Gaps in the Previous Researches:....................................................................................................5
Contributions of this Research:.......................................................................................................5
Literature Review............................................................................................................................5
Conceptual Framework:...................................................................................................................7
Relationship between Social Factors & Discriminative Advertisement:.....................................8
Relationship between Culture (as a Mediator) & Discriminative Advertisement:......................8
Relationship between Communication & Discriminative Advertisement:..................................9
Relationship between Product Type & Discriminative Advertisement:....................................10
Hypothesis:.............................................................................................................................10
Research Methodology..................................................................................................................11
Data Collection Method.............................................................................................................12
Data Analysis:............................................................................................................................12
Mediation Regression Analysis:.............................................................................................12
Correlation:.............................................................................................................................13
Mediation Effects:..................................................................................................................13
Descriptive Statistics & Correlation:......................................................................................13
Reliability Analysis:...............................................................................................................14
Analysis of Variance:.............................................................................................................17
Multicollinearity Diagnostics:................................................................................................17
Findings:.................................................................................................................................18
Conclusion:....................................................................................................................................19
Recommendations:........................................................................................................................20
References:....................................................................................................................................21
Research Questionnaire:...............................................................................................................24"
 Changing the Direction of Racist Advertisements |3

“Abstract
The nature of this study is Quantitative and it focuses to look in what ways and how Racism has
been increased all around the globe particularly in western countries due to the Advertisements
and branding of Beauty & Whitening products in detail, and now in the past few years, these
fervor also engulfed the South Asian Countries, specifically“India, Pakistan, Sri Lanka and
Bangladesh”. The issue of racial discrimination has beenunstatedmatter for quite a long time.
Primarily, it all started since the beginning of promotion of Beauty related Products that
encourage the concept that being white-skinned is better, superior to and valuable than being
Dark-Skinned. The Skin Complexion grew among females, then males and then made the
societies prone to being Dark-Skinned and the ultimate benefit is to The Cosmetic and Beauty
Companies. Since the problem carries severe consequences for the society, it is necessary to
change The Direction of such Advertisements so that they convey a positive message to the
society.”
Keywords: Racism, Beauty Products Advertisements, Change The Direction.

“Introduction
With the arrival of technological advancement and advertising of culture of consumerism,
Television Commercials (TVCs) became critical in building our purchasing patterns, and become
influential in our decision making choices. Television Advertisements play a crucial role within
the building up and growth of a particular doctrine. The usage of fabricated and real images,
scientific support and captivating phrases, the mind of the consumers can be played by the
marketersand, consequently, have transformed the world of economy. They endeavor to increase
their consumers’ base by appealing and attractive advertisements. The firmcompetitiveness in
attracting possiblebuyers has forced marketers to use vigorous strategies of
advertisementsstrategies like, construct a controversy that can only be solved by using theiir
products. Similarly, beauty product companies promote their brands to sway women. These
commercials tend to falsify readers to a specificdegree into having confidence inthat whatsoever
is being advertisedas a matter of fact is true. The buyers, marketing agencies and manufacturers
are the main shareholders in advertising. Message, language and visuals within the commercials
play a relevant role to draw out the attention of the target audience of such Companies. (Cook,
2001) suggested that advertimentssinfluence, remind, inform, persuade, and mayalterthoughts,
viewpoint and emotions. To put it another way, his argument is that commercials do not only just
sell the products but also helps to change community and make people purchasegoods which
otherwise they do not want or need. He also stated that advertiising do provideinformation or
alerting to people. Therefore, commercials may causeattitude, construct recognition and
apprehension. There are so many advertisements in magazines preferably for women that
promote beauty products having effect on women and has become an utter religious importance
for girls or women, consequentlypersuading them to give it a try and do their finest to bear their
beauty (Baudrillard, 2005). The “ideal” women is viewedby way oftextual and visual
characteristic of the commercials. Advertisers are always usingsemantic & visualmethod to guide
 Changing the Direction of Racist Advertisements |4

their audience. It is asserted that “advertising is that the most influential institution of
socialization in modern society” (Jhally, 1995). This context has carry into prospect on how the
people that areidols of advertisements master to utilize their power and at the same time, exploit
women’s point of view. Lau and Zuraidah (2010) considered that advertising has been nicely
manipulating buyers and twisting reality and to make them buy how of life similarly as goods.
Consequently,researches on advertisements in women’s magazines would be of great relevance
to advertisers. So as to understand how advertisers influence women, its necessary first to grasp
what advertising is all about.”

Problem Statement
“The Problem addressed in this research study is that Beauty Product Advertisements have been
silently promoting racism as their consumers have been observed to be more centric
towards”glowing and white-toned skin and don’t like their current tanned or dark skin color and
they’re always seen to be unhappy with their appearance and demand instant change in their
skin-tone without realizing the fact that all that they have is from The God itself so they should
admire what they have but what they do is to always complain and then, The Cosmetic Industry
introduced beauty products to address their complains and provoked“those people through their
advertisements to use their products and feel contented. Racism has been growing since long
and several events occur to discourage the dark-skinned people in several countries in the world.
Now a days, Majority of Asian People prefer marrying or getting in a relationship only with the
person with a brighter skin tone along with good social status because they perceive the brighter
skin tone as a potential sign of beauty and they’re too colorblind to see the beauty in the dark
skin and instead, they end up badly damaging their skin because of reactions of the product
affecting them. People have almost forgotten that the real beauty lies within ‘their hearts and
souls – the character needs to be beautiful than the skin tone and the beauty products’
advertisements have proved to be excellent in spreading this notion among those people.
“Advertisements of “Faiza Beauty Cream”, “Fair’n’Lovely”, “Skin White” and many other
Beauty Brands endorse their products in the market as a sign of promoting White Supremacy
among Humans and they convey their ideas in the Advertisements in such a way that people
don’t mind and they simply ignore while acting accordingly later on without realizing what
they’re actually doing and this lack of awareness is problematic for the society.

Research Questions:
The study addresses the following questions:
 What is the Impact of Social Factors on Discriminative Advertisements?
 What is the Impact of Communication on Discriminative Advertisement?
 What is the Impact of Product Type on Discriminative Advertisement?
 What is the mediating impact of Culture on Discriminative Advertisements?
 Changing the Direction of Racist Advertisements |5

Research Objective:
This research carries following objectives:
 To find out the Impact of Social Factors on Discriminative Advertisements.
 To find out the Impact of Communication on Discriminative Advertisement.
 To find out the Impact of Product Type on Discriminative Advertisement.
 To find out the mediating impact of Culture on Discriminative Advertisements.

Gaps in the Previous Researches:

The following gaps have been identified upon reviewing the past researches:
 The Literature is a bit old and somewhat outdated as per today’s context.
 Lack of practical & implementable solution to the addressed problem.
 Stated theoretical framework had loopholes regarding today’s increased social stigma.
 The discussed brands were only half of the total targeted market for the research.
 Local Research content appeared to be focusing more on the global side.

Contributions of this Research:

This research contributes to the available researches in the following ways:
 The research addresses the issues with advertising in a more holistic way.
 The research focuses more on the current knowledge and data regarding the subject.
 The research adds on and contributes to the existing literature as per today’s context.
 The research identifies, assesses and recommends the changes which should be implied
by the Beauty Products Manufacturing Companies.
 This research is more likely to expand horizons for TV Advertising Techniques for the
Beauty Products Manufacturers.

Literature Review
In this segment,"several recently directed explores are evaluated which examined etymological
highlights used in commercial and significant Discourse Analysis on Advertisements. The
examination reviews in short the exploration contemplates that influence language highlights
used in promotions. Significant works and commitments are refered to with the goal of featuring
the effects of language used in promotions. Iqbal, Danish and Tahir (2014) inspected commercial
of a delight item through Critical Discourse Analysis Approach. This investigation essentially
centers the language used in reasonableness cream Fair and beautiful and along these lines the
systems and procedures utilized by the product sponsors to impact and endeavor the women.
Distinctive ways of life, messages by sponsors to control and endeavor the excellence;
philosophy of young ladies by authorizing the reason for see that item is providing you with the
never-ending magnificence. Najafian and Ketabi (2011) research the apparatus of Critical
 Changing the Direction of Racist Advertisements |6

Discourse Analysis (CDA) approach of Fairclough (2003) and Social Semiotic Approach (SSA)
proposed by Kress and van Leeuwen (2006) in breaking down the talk of advertisements for
example a methodology that combines literary investigation with semiotic examination to
consider publicizing. Two example promotions were taken from Time magazine (2000, 2001).
Thus, two focuses arose. Interestingly, publicizing might be vital for the liberation of
philosophies in any social talks. Interestingly, this talk isn't impartial. This is frequently
interceded, implies whatever is spoken to inside the"advertisement, go through the semantic
(union, disjunctive punctuation, methodology) likewise as social semiotic assets (words, pictures
and tones).

TVCs have upset the planet of industrialization. There"is a gigantic rivalry among various
undertakings in market, all together that they embrace different strategies to shape their business
beneficial and worthwhile. Promoting organizations utilize numerous systems to boggle the
shoppers. Iqbal (2014) et al. states that the usage of language in explicit brand set up concealed
talk inside the general public to expand the quantities of clients (p.128). TVCs assume a urgent
part inside the general public to build item situated philosophy and increment purchaser base. As
indicated by Ikaria-Maina (2012), today the greater part of our data, scholarly incitement, and
way of life models come from, or are related with, promoting pictures (p.1562). Generally,
promoters utilize social develops to shape ad engaging. As a rule, promoters make sex based
TVCs. Such Gender-based TVCs advance sexual orientation functions inside the general public.
As Jonathan E. Schroeder and Detlev Zwick (2004) state Advertising assumes a hearty function
in proclaiming dualistic sex jobs and recommending sexual personalities (p.21). For making a
persuading commercial, the promoters play with the mind of populace and control the given
gendered and sexual characters through social and social develops. They generally restrict mind
the social suppositions and real factors of a"society all together that the commercial could have
best impact on the shoppers' brain.

Shaikh Bughio and Kadri (2015) explored the social qualities, decisions and philosophies that are
created and reinforced"through notices. The examination centers around female portrayal
contrastingly through advertisements to serve bigotry and shading predominance. The
investigation has utilized basic talk examination (CDA) and semiotics as exploration
apparatuses. It causes scientists to investigate how various implications and philosophies are
developed, handled and legitimized in social practices. It's upheld by Fairclough's three
dimensional system. The outcomes demonstrated that commercials advance prejudice based on
skin tone. The sponsors utilize different procedures (literary and body highlights) to naturalize
cliché functions of brilliant and darker looking females. Kaur, Arumugam and Yunus (2013's)
study is very practically like current investigation. Promoting language is utilized to
acknowledge power over individuals' brains. Along these lines individuals in power (publicists)
use language as an approach to practice command over masses. Another strategy utilized by the
 Changing the Direction of Racist Advertisements |7

sponsors to control crowd in talked about during an exploration directed by Tehseem and
Hameed (2015). The examination presents the ideas from feministic point of view by depicting
superstars as a proficient instrument for promoting. Big name supports assume a major function
in notices. As per MEC Media Lab report 32% buyers state that big name endorsement affect
their decision to shop for the product. It's believed that 75% products are being promoted by
celebrities in India and the ratio is same for Pakistan as well. Recent study proved that 35%
consumers agreed that celebrities play an excellent role to form people trust a specific product.
Rosul”(May 2011) found that folks shouldn't take everything without any consideration. They
have to inquire about the language of fairness ads because the ad makers use various techniques
to form the ads. They use“various linguistics elements for catching the attraction of the
consumers. People should remember of the hidden power of the discourses of ads. Fairness
products ads claim to vary complexion of consumers from black to white and their fate are going
to be changed during this way and that they are going to be ready to achieve successes in every
field of their life. The TVCs promote the thought that fairness is true like beauty, love and
success. Being dark seems to be the source of the many social problems. As a result, dark girls
and boys suffer from complex. The advertisements exhibit their power through ideological text
and visual images also within the sort of attractive models. Fairness product ads also make false
or misleading statements. Media adverts also portray women as sex objects (Riaz & Tehseem
2015). This research study suggested that the advertisement should be unbiased on the basis of
skin tones and therefore, the advertisers should play role to eradicate racism from the society and
promotion of a prosperous and just society. Ali, Naz, Aftab, & Danish (2014) discussed that
visual images in commercial advertisement of lux which is a multi-national brand of soap,
represent the ladies in multi-national brand as imposition of latest identity. The article
investigates that representation of girls in such adverts are against the ladies ideology and
cultural norms in traditional Pakistani society. It's tried to reveal the hidden meanings produced
in our cultural landscape through semiotic analysis of selected TV advertisements. Commercial
advertisement of Fair & Lovely, Dove, Skin White, Fair Menz and Faiza Beauty Cream were
also subjected to promote white skin dominance and hence, ultimately promoting racism. This
study also explores how multinational brand of Fair & Lovely is transforming traditional
Pakistani women into modernized, bold and transformed new age women. Study revealed that
presentation” of unfamiliar culture in such adverts is debasing Pakistani culture and its accepted
practices and qualities.

All the examinations portray the portrayal of ladies in promotions. Likewise they are talking
about the effects on various fields of society yet no examination enquires the part of commercials
in making social move identified with female society of Pakistan or Pakistani ladies failing to
remember their strict codes and because of the impact of adverts and mainstream figures
publicizing various items. This is the hole on which the current examination will be based and it
will chiefly zero in on moving the focal point of the organizations towards restricting bigotry
 Changing the Direction of Racist Advertisements |8

through the advancement of their items andfrom more splendid skin tone towards reverence of
their present appearance.

Conceptual Framework:

“
Social Factors
Culture

Communication Discriminative
Advertisement
Product Type
“

Relationship between Social Factors & Discriminative Advertisement:

Social Factors also have a huge influence on the Advertisements. Talking about the“Ads
of beauty products, it has been observed in Pakistan that Beauty is a social stigma in the people.
People compare themselves with each other on the levels of beauty that they have. Beauty
Products Advertisements have set the very standards of beauty which are being largely followed
(McConnell, 2003). 5 steps to follow with the usage of their product and then the person
becomes worthy of attention. People were bound to think that they cannot stand out unless they
apply some beauty products or fairness creams on themselves because they’re no good without
these things. Many Events in the Society like Marriages, Recognitions and Glories or
Promotional”Events favor the fortune of the bright-skinned people and dark skin is more
associated with the face of poverty, low-class society or the thugs and criminals. (Eberhardt,
2015) This very situation is the by-product of the content shown in the Beauty Products
Advertisements. As an example, we can observe the Advertisement of “Fair & Lovely” which
shows two models on an interview setting. The dark-skinned woman didn’t do well in the
interview whereas the bright-skinned woman got hold of the position and delivered a message to
the other woman that “In order to stand out in life, you first need to make your appearance stand
out in front of the world.” The Ads like this promote the hatred for the dark skin and the love for
white skin and the people get provoked by the idea that whiteness is the true beauty. So, social
factors have really played a huge role in success of the Beauty Brands and this phenomenon
stands still as of today as well (Kendi, 2017).
 Changing the Direction of Racist Advertisements |9

Relationship between Culture (as a Mediator) &Discriminative

Advertisement:
Even acting as a Mediator, Culture impacts the type of adverts to be run on air, it impacts
the Social Factors, the types of products manufactured & marketed and the way the
advertisement shall be communicated through the language & the message which is to be
delivered in that language as well. A country’s cultural standards determine all these standards
because any marketing activity which goes astray from the set standards of that country, will
never progress there that’s why, all the factors must be aligned to work properly to foster a
successful advertising model. Any organization must"acknowledge the way of life of the area
where they're maintaining their business to ensure that the item and its promotion fits on the
occupants of those regions and that they don't disregard any social standards. For instance, The
Coca Cola Company can run the adverts of their acclaimed Coca Bear in the US yet, they can't
run that here in Pakistan on the grounds that being an Islamic State, Pakistan doesn't uphold the
flexibly and request of Bear, Whine, Vodka or anything alcoholic. Discussing Pakistan, we have
two unique societies – one of the country side and one of the metropolitan. The two sides have
their own particular manners of living and both are remarkable in their own specific manners.
The provincial side is more eager than the metropolitan side as they are more safeguarded
individuals. Magnificence Product Advertisement made an idea to set the norms of excellence
and great looks which were sought after exceptionally by the individuals of rustic territories and
it's"still happening right up 'til the present time.

Culture and Advertisement must collaborate"with one another and go inseparably to

guarantee the Product's accomplishment in its Targeted Market. Every individual has his own
arrangement of qualities, there additionally are some specific qualities that focus on a culture,
these qualities are recognized from individual qualities since they cause the motivation on which
culture rests (McCarty, 1994). Culture esteems will be moved by a scope of valuable assets like
family, media, school, venerating spot, and the state (Samovar et al., 1998). The part of
promoting has for some time been discussed, if the variety in publicizing substance is
autonomous of a culture esteems the point of a sponsors confronting people groups in
multivariate culture will be testing. Function of culture in promoting is particularly significant in
moving publicizing methodology over the planet, since correspondence designs are firmly
connected to culture esteems and standard in every specific nation (Hong et al., 2019). Presently
every day Asian business sectors are developing rapidly and productively all through the planet
(Shao et al., 2002). Asia is moreover having the primary development zone for worldwide
organizations. during this respect procedures of promoting in Asia is getting well known under
the suspicions of rising expectations for everyday comforts of people groups and developing
similitudes of purchaser particularly locale (Tai, 1997). some of the pundits have additionally
been asserted that shopper's reaction well to publicizing and prize a particular promotion with
buys if publicizing message are comparable with the center culture estimations of that nation
 C h a n g i n g t h e D i r e c t i o n o f R a c i s t A d v e r t i s e m e n t s | 10

(Zhang and Gelb, 1996 Belk et al.1996) advertisements"that mirror some neighborhood social
qualities are more convincing than individuals who overlook them (Gregory and Munch, 1997).

Relationship between Communication &Discriminative Advertisement:

Communication includes Language used in the Ads and the Message delivered in it.
Language has a huge influence on any Advertisement. The language used, words spoken, accent
and tone of voice – they all contribute equally to an Advertisement because they show that what
the Ad is about and how is it saying what’s it saying and what do the people or the potential
consumers get from it. Language of an Ad makes t worthy of airing and hence, worthy of our
attention. That’s why, the marketers need to be very cautious about the language that they’re
using in their TVCs and also that it must not convey a wrong and hateful message because if that
happens, the audience will begin to associate the product with that message and so, it may result
in failure of that product in the targeted market. “The tone of an ad persona reveals an attitude
towards himself, his subject, and his audience" (Stern, 1988). The presence of images woven
into figures of speech forms the idea for advertising language's connotative verbal richness.
Brand Image as a literal construct, relies on the appealing and sense-making words. The Brand
Associations lay a huge influence on an ad's statements of literal truth presented about the
product. The lifeblood of advertising is that the original use of words to cause the desired
associations of word/ idea/product/company within the consumer's mind. Figurative Language
creates striking comparisons: one thing is claimed in terms of something else.
The Message that is conveyed in the Advertisement of any Product is actually the recognition of
that specific Item in the minds of audience (Keller, 2012). It is very important to convey a
message which is positive, culture-friendly and offensive to the wrongs of the society. As an
example, let’s compare the two advertisements – one is of Vital Tea, “Tabdeeli” and the other
one is of Tarang Tea Whitener, “Dil Dance Maray”. Vital’s Ad conveys a message that if we
want to see he change on the outside, we first would have to change from the inside and Vital
Tea will help you in that. Contradictorily, Tarang’s Ad conveys a message that you should keep
dancing no matter where you are in order to spread happiness and joy and Tarang will assist you
in that. After the advent of both Ads, the respective companies realized the ultimate impact of the
Ads on their annual sales f the product and consumer reviews of the adverts. Surprisingly, Vital
Tea’s sales grew up from 8% annual growth rate to 14% of that which is a huge success in the
eyes of The CEO. However, Tarang’s Ad cost it an annual loss of 40% which is the record loss
in all the years of company’s beginning of its operation. The Message conveyed in the Ad
addresses directly to the people about the image of the product (Kotler, 2017).

Relationship between Product Type &Discriminative Advertisement:

Product Type also influences“the kind of advertising that must be done in order to promote that
Product. There are several ways of advertising like Green Advertising, Cultural Advertising,
Rational Advertising and Emotional Advertising (Trout, 1986). It is for the marketer to decide
 C h a n g i n g t h e D i r e c t i o n o f R a c i s t A d v e r t i s e m e n t s | 11

which method to go for in the targeted market that ultimately, would depend on the type of
product chosen to be marketed in that area because product attributes must match up with the
kind of advertising done to ensure the synchronization between the two so that people would feel
attached to the brand, they could relate themselves to the presented situation and then would go
for purchasing that product (Marshall, 2010). In Pakistani context, the kind of advertisement
would matter a lot to the people because if the advertisement is led astray from the product type,
people would simply say that the marketers have gone insane making such”advertisements for
this sort of brand. For Example, if a Milk, Tea or Food Company makes a Rational
Advertisement, people would simply disengage from it and would find it boring nobody wants
the rationale of foods. Instead, people would want to see a Cultural Advertisement for Food
Items and Rational Advertisement for technical gadgets like Mobile Phones. The type of product
determines what kind of advertising must be done for it so that the no. of consumers could keep
doubling up and the company keeps generating brand and customer equity as long as there
emerges a need for a change (Marshall, 2019).

“Hypothesis:

H1:There is a Positive Relationship between Social Factors & Discriminative

Advertisement.

H2: Culture Mediates the Relationship between Social Factors, Communication, Product
Type and Discriminative Advertisement.

H3: Communication &Discriminative Advertisement have a Positive Relationship with

each other.

H4: Product Type has a Positive Relationship with Discriminative Advertisement.”

Research Methodology
This Research follows a prominent methodological setup in which“the chosen Philosophy
for this research is “Positivism” because it will help to testify the hypothesis presented in the
research and it will also help in proper answering to the research questions raised above. The use
of this approach is supported by the idea of Research conducted in Australia & New Zealand
over the same issue and the same approach was followed by (Tuffin, 2008). The approach that is
used in this research is Hypo-thetico Deductive Approach because it is believed that this will
help in narrowing down the topic discussion towards a better and helpful conclusion so that the
readers will benefit from the paper. This approach has also been used by many researchers in
Marketing like (Kotler, 2008) and (Alang, 2019) to address the phenomenon of Brand
Advertising in various markets. The Strategy used for Data Collection for this research is survey
and for this purpose, an online survey was created on Google Forms and the link was distributed
 C h a n g i n g t h e D i r e c t i o n o f R a c i s t A d v e r t i s e m e n t s | 12

among maximum reachable people and their response was recorded, analyzed and then a
conclusion was drawn upon the subject of the
research. This strategy proves to be
really”effective for consumer-based researches in
the field of marketing. The choice that was opted
for this research is “Mono Method” because the
research is quantitative and uses data from only
one business sector that is, “Marketing.” The use
of Mono Method is thought to be successful with
the selected approach and strategy for this research
and this method is also practiced by many
researchers like (Hipolito‐Delgado, 2016) in his
research on Modern Advertising Methods. Time Horizon opted for this research is “Cross-
Sectional” because it is believed to be effective in the researches which have a short conductance
time and the results are demanded on a short notice with hopes of presenting a solid conclusion
to it and this research qualifies for the criteria. The use of this time horizon is backed by the
reviews of the researches of (Sayers, 2011) over racism and (McCarthy, 2011) also performed
Cross-Sectional Analysis over Advertisement.
Sampling“Technique used for this research is Non-Probability, Convenient Sampling and
responses of a hundred people associated with consumer markets were analyzed to develop
research results.
Since this is totally a Consumer-based Research so that’s why we cannot implement Sampling
Frame here because a Sampling Frame includes a list of organizations opted for data collection
and selecting appropriate data resources but here in this research paper, the data is to be gathered
from potential customers of all economic classes who are the potential consumers of Beauty
Products and so, they can’t be termed as a Sampling Frame.
The Respondents’ Profiles were appropriate according to the demands of research subject.
Respondents were both Males & Females with their ages ranging from 15 to 40 years,
occupation was either student, a businessman or self-employed. Mainly, females and the retail
cosmetic stores were targeted for acquiring accurate responses.
It is believed that the data shall be saturated upon collecting a hundred responses because each
person follows his own ideals and truths and so, he will respond accordingly. The use of
convenient sampling technique is assuring the alignment with the philosophy, approach, strategy,
method and time horizon opted for the research. This Sampling technique has proven to be
effective also because it has been used by many researchers of the past over the same subject like
(Spencer, 2019) over learning race to unlearn racism and (McClelland, 2016) over”advertising
techniques and celebrity endorsements.
 C h a n g i n g t h e D i r e c t i o n o f R a c i s t A d v e r t i s e m e n t s | 13

Data Collection Method

Techniques & Procedures used for Data Collection and Analysis are also backed by the previous
researches over the subject of the study. The Primary Data was timely collected by a
comprehensive and Non-Comparative Likert-Styled Online Survey Questionnaire as (Futeh,
2017) strongly recommends the use of Likert Scale when it comes to doing a Quantitative
Analysis and Interpretations of Research Subjects like Social Sciences and Technology. The
Questionnaire was created on Google Forms and it was adapted from the Variables used in The
Research Paper’s “Literature Review” section and this Questionnaire was distributed among the
chosen audience who were potential customers and those who had a significant bit of knowledge
about the research subject. The Secondary Data was collected from various internet resources
and then properly cited as well to support this research paper. These Techniques and Methods of
Data Collection have proven to be highly useful and prominent upon reviewing the past
researches.

Data Analysis:
The Data Analysis has been done on IMB SPSS Statistics 22 Software to ensure that the accurate
results are obtained: The findings have been discussed below:

Mediation Regression Analysis:

‘OUTCOME VARIABLE:
DA

Model Summary
R R-sq MSE F df1 df2 p
.7644 .6843 3.6310 87.8380 4.0000 250.0000 .0000

Model
coeff se t p LLCI ULCI
PT .4597 .0532 8.6405 .0000 .3549 .5645
CUL .1549 .0616 2.5142 .0000 .0336 .2763
SF .4226 .0685 6.1704 .0000 .5575 .2877
COMM .4411 .0553 7.9831 .0000 .3323 .5499

Standardized coefficients
coeff
PT .4280
CUL .1619
SF .2947
COMM .4848’

‘Correlation:

CUL DA
CUL 1.0000 .0000
DA .0000 1.0000’
 C h a n g i n g t h e D i r e c t i o n o f R a c i s t A d v e r t i s e m e n t s | 14

‘Mediation Effects:

Total effect of X on Y
Effect se t p LLCI ULCI c_psc_cs
.5218 .0476 10.9601 .0000 .4281 .6156 .1780 .
4859

Direct effect of X on Y
Effect se t p LLCI ULCI c'_psc'_cs
.4597 .0532 8.6405 .0000 .3549 .5645 .1568 .
4280

Indirect effect(s) of X on Y:
Effect BootSEBootLLCIBootULCI
CUL .6021 .0222 .0162 .1034

Partially standardized indirect effect(s) of X on Y:

Effect BootSEBootLLCIBootULCI
CUL .2012 .0079 .0054 .0367

Completely standardized indirect effect(s) of X on Y:

Effect BootSEBootLLCIBootULCI
CUL .5079 .0208 .0146 .0974

Level of confidence for all confidence intervals in output:

95.0000

Number of bootstrap samples for percentile bootstrap confidence intervals:

5000’

‘Sample Size: 255

Descriptive Statistics& Correlation:

‘Reliability Analysis:
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‘
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‘”””””””””””””””””””””””””””””””””””””””””””””””””””””
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“
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“Analysis of Variance:

Multicollinearity Diagnostics:

“
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“Findings:
Upon doing Data Analysis, several methods and tests have been used. We have done Regression
Analysis, Descriptive Statistics, Reliability Statistics, Analysis of Variance and we have tested
for Multicollinearity and Mediation Effects as well. From each analysis, several findings have
been observed.
Upon doing Regression Analysis, we observed that the R-Squared value is .6843 which indicates
that The Model is Good Fit as the independent variables are having a high variance effect on the
dependent variable. The P value of the Regression results is .0000 which is less than 0.05 and
hence, it indicates that the Null Hypothesis H0 is rejected and alternate hypothesis”H1, H2, H3
and H4 are accepted. So, Social Factors, Culture, Communication and Product Type really do
have a relationship with Discriminative Advertisement. All the coefficients of independent
variables are positive which makes logical sense. The Coefficient of PT (Product Type) is .4597
which indicates that if the value of DA (Discriminative Advertisement) increases by 1, the PT
value will increase by .4597 keeping other factors constant. The coefficient of CUL (Culture) is .
1549 which indicates that if value of DA increases by 1, the CUL value will mediate &increase
by .1549 keeping other factors constant. The coefficient of SF (Social Factors) is .4226 which
indicates that if value of DA increases by 1, the value of SF will increase by .4226 keeping other
factors constant. The Coefficient of COMM (Communication) is .4421 which indicates that if
value of DA increases by 1, the value of COMM will increase by .4421 keeping other factors
constant. The F value of overall Model is 87.838 which is highly above 0 and hence, it indicates
that the overall Model is Significant. At 95% Confidence Interval, the Regression Results show
positive values of Lower Limit of Confidence Interval and Upper Limit of Confidence Interval
for each independent variable and the values are within the range i.e.<10 and hence, we can say
that our alternate hypothesis is accepted and Null Hypothesis is rejected.
Partial Correlation shows 1.0000 in diagonal for CUL and DA which indicates the results of
mediation are accurate.
Upon testing the Mediation Effects of CUL on the Relationship between SF, COMM, PT and
DA, we observed that Total Effect value is .5218 with P value .0000 which indicates a positive
total effect of Mediating Variable (X) on Dependent Variable (Y). The Direct Effect value is .
4597 with P value .0000 which indicates a positive direct effect of Mediating Variable (X) on
Dependent Variable (Y) to some extent. The Indirect Effect Value is .6021 at P value .0000
which indicates a positive indirect effect of Mediating Variable (X) on Dependent Variable (Y)
to a high extent. Partially Standardized Effect value is .2012 whereas Completely Standardized
Effect value is .5079 which are both positive values and hence, indicate positive partially and
completely standardized effects of Mediating Variable (X) on the Dependent Variable (Y). These
results prove that Culture really does have a mediating effect over Discriminative
Advertisements.”
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“Upon analyzing the Descriptive Statistics, we observed that Mean Value for SF is 9.4196, for
CUL its 8.8431, for COMM its 9.1451, for PT its 7.9451 and for DA its 8.5294. All these values
are above the standard mean value of positive relationship indication which is 4 and hence, we
can say that the relationships between Social Factors, Communication, Product Type and
Discriminative Advertisement is highly positive. For Testing Normality of the Data, we used
Skewness & Kurtosis Approach. In our results, the Skewness is 1.838 and Kurtosis is 3.665.
Both the values are closer to 0, that’s why we can say that our Data is Normally Distributed.
Upon Analyzing the Reliability of the Data, we observed that the Data Significance is .000
which indicates that the observations are statistically significant. The Correlations represent
1.0000 in diagonal for all the Variables which indicates that the data is highly reliable and
accurate. The Cronbach’s Alpha value is .820 which is very closer to its standard value which is
1 and hence, it indicates that the data is highly consistent and research is applicable practically.
Upon Analyzing the ANOVA (Analysis of Variance), we observed that the Data Significance is .
000 which indicate that the data is statistically significant. The F value is 19.861 which is
extremely closer to the standard value which is 20. Hence, we can say that all the observations
are statistically significant and there’s no variance among the results.
Upon Testing the Multicollinearity of the Data, we took into observations the Tolerance and VIF
(Variance Inflation Factor) values. We observed that the Tolerance Value for SF is .729, for
CUL its .401, for COMM its .451 and for PT its .678. All of these values are greater than 0.2
which is the limit of Tolerance confirming the presence of multicollinearity and hence, it
indicates that there’s no multicollinearity in the data. The VIF value for SF is 1.372, for CUL its
2.495, for COMM its 2.218 and for PT its 1.476. All of these values are under the standard value
of VIF for confirming the presence of multicollinearity which is 10 and hence, we can say that
there’s no Multicollinearity in the Data. The results prove that there is no inter-correlation among
the independent variables in our Multiple Regression Model.”

Conclusion:
“It is hereby concluded that Racism is the byproduct of Beauty Products manufactured all over
the world especially here in Pakistan. The Data Analysis presents figures which proved to be
ideal to arrive at a conclusion which is favor of this research study. The Survey Responses which
were gathered from the selected sample, made it all possible to draw a conclusion that whatever
points the researcher had raised, proved to be true as the results stand at zero significance and
ideal figure data was obtained for Regression Analysis, Descriptive Analysis, Correlation
Coefficient and Reliability from the analysis. It all showed that people do come across the issue
of racism somewhere in their lives.
The Language used in the TVCs really offends the dark skinned people as if they are good for
nothing and this ultimately creates the social stigma for the pursuit of beauty. Hence, the
companies need to change their tactics in their tactics in their advertisements so that it doesn’t go
against any community and the company can maintain its positive image” in the market. As
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“language used shouldn’t be offensive, it should be neutral and the message must not be of
success, it must be of a better version of one’s own self in front of others The Ads must not show
that true success comes from being white skinned instead, they should show that the beauty
creams can only enhance your outer appearance so that the weather effects don’t harm your skin
and hence, your current stunning looks stay maintained and the skin doesn’t get damaged no
matter if its Intense Summer Heat or Icy Cold of the Winter and that your looks will keep shining
through it all. The Survey Results suggest that if the companies use this sort of approach, they’re
likely to succeed more. This change will build a new positive image of beauty products in the
society that they are not degrading the dark skinned people and not provoking them for the
pursuit of beauty instead, they are encouraging all of the people to love their current appearance
and outlook and take care of what they have by using their beauty products. The obtained results
suggest that this change in approach can potentially heighten up the progress of these companies
by huge measures because the people want to be taken care of and not be insulted. Although this
is true that Pakistan is not just some mere place, it’s an Islamic Republic which was established
upon Islamic Laws and Social Principles and promoting racial biasness or racism precisely, isn’t
one of them. However, It is also true that since the establishment, Pakistani Culture got
intervened by many western thoughts and social standards which really shook the strong Islamic
Foundations when people get attracted towards those foreign standards and unfortunately, they
didn’t realize that Racism was also hideous in the dark side of that and now when a significant
amount of time has passed, People have literally owned this phenomenon and have adopted
Racism one of their own many ideals especially in Rural Areas of Pakistan and to some extent, in
Urban Areas as well. Although, now is that the time to cut ties with this biasness in-between the
blacks and whites in a global community where people are supposed to live by collaboration and
cooperation to make their society welcoming for all.
In a Nutshell, The Problem can be solved if people change their own false ideals of social
preferences and if the companies change their advertising approach because no one wants to be
discouraged, downgraded and neglected for having something which is not under his/her
dominion instead, they all want to be seen as equals and be given equal opportunities in life so
that, there remains no biasness in any regard and all of them can contribute in successful
representation of their respective state in whatever career field that they desire.”

Recommendations:
“This Research is recommended for all the Beauty Products Manufacturing Companies in
Pakistan and all the potential customers of beauty products in Pakistan. Although the research
has its limits with respect to time, sample size and collected data but, it is recommended that
researchers viewing this research in future must not comply all the ideas before critical
examination of whether the presented ideas fit their respective research areas or not. However,
the researchers may use different variables to test the same concept and they can also increase
their sample size if the time allotted is more than to this research.”
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“Research Questionnaire:
The Research Questionnaire is comprised of 6 Sections and 3 questions in each section, making
up a total of 18 Questions. The Research Paper References for variables are also mentioned
within the questionnaire which indicate that all the questions of that particular variable were
adapted from the respective author’s research paper.
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