PAKISTANI FOOD TVCS HYBRIDIZATION OF CULTURAL SYMBOLS FOR INFLUENCING PURCHASE BEHAVIORS

Abstract

Food trends and eating behaviors are often neglected to be considered an essential product of reflecting socio-economic assets of a country. Food traditions are inheritance of demographics, regional, historical, agricultural and climate that exhibit social and cultural norms of civilizations. South Asia is acknowledged in food traditions over the globe; as the subcontinent is famous for exporting herbs and spices which are used in international cuisines. The British Colonial Era significantly influenced Pakistani cuisine, introducing foods like English tea, breakfast items, bakery products, and processed foods etc. The elements of cultural influence in the content of advertisement for outdoor, print and television platforms include color and language to fulfil the psychological requirement of local buyers. In the context of Pakistan, the standard advertisement uses English and Urdu slogans to achieve marketing goals.