ABSTRACT
In Pakistan, despite cliché scenario, a significant number of women have been found participating in the mainstream workforce, thereby wholly renewing the meaning of “women empowerment”. As a novel move in mass media, particularly in the paradigm of advertising, femvertising has been observed featuring portrayal of women in empowered roles. The main objective of this study is to investigate the effect of advertisements involving portrayal of empowered sportswomen on the patriarchal thinking and purchasing behavior towards advertised brands by male viewers. To analyze the effects, 500 male viewers belonging to Lahore city are surveyed through a questionnaire.
