Despite government measures to control the birth rate in Pakistan and spreading awareness about family planning through advertisements, the Pakistani population growth rate is still high. Pakistan Electronic Media Regulatory Authority (PEMRA) banned advertisements of contraceptives because of the complaints and pressure of a religious section of society. The main objective of this study is to investigate the influence of positive and negative feelings of viewers toward advertisements of family planning on behavioral intentions to adopt family planning methods. Data were collected from the 525 Pakistanis using a cross-sectional study design. The study adopted snowball sampling through the personally-administered method. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test the study hypotheses. Findings of the study show that PF is an important factor in influencing intention to adopt family planning methods; while NF has no significant influence on intention. Conclusively, this research has added valuable contributions, both practically and theoretically in the advertising field.
1-Abdul Rehman Madni Lecturer, Department of Communication and Media Studies, University of Sargodha, Sargodha, Punjab, Pakistan.2-Ashraf Iqbal In charge/Assistant Professor, Department of Mass Communication, GC University, Faisalabad, Punjab, Pakistan.3-Zaheer Ud Din Babar Lecturer, Department of Mass Communication, NUML, Lahore, Pakistan.
Advertisements, Family Planning, Behavioral Intention.