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Motivation in Advertisements Khamoshi Ka Boycott

Section One 1.1: Introduction Background Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Advertising is the attempt to influence our behavior favorably towards a service or product, i.e., to persuade us to buy the product or use the service because that which is produced, consumption, is an act of behavior. Motivational ads fuel our desires and our want to do something, either better or worse. Motivation puts you in motion and gets you acting on your feelings. Motivation makes the world go round Motivation can be defined as the extent to which consumers are interested in and willing to stretch themselves in an effort to process information in an ad with respect to its relevance to their personal goals. Motivational ads help you to complete your work easily and also give you energy to face the troubles that you are getting in between. It allows you to take certain action to reach your goals easily. The purpose of this report is to discuss motivation as it applies to advertising

Motivation in Advertisements Khamoshi Ka Boycott

Literature Review: 1.2: Statement of the problem

1.3: Scope The Scope of the study is limited to all BBA students study in different Schools of Karachi.

1.4: Purpose The present study has the following purposes I want to know the effects of motivational advertisements on people. I want to know the benefits of motivational ads. I want to beware people about the importance of motivational ads. I want to know how advertisements motivate people. I want to know the level of awareness increase in people by motivational ads.

1.5: Justification The justification of the study rests on the following considerations: It helps Policy makers in planning and allocation of resources. It helps Researches in literature review. It can help a company design an effective advertising campaign.
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Motivation in Advertisements Khamoshi Ka Boycott

It helps Media to know importance of advertisements and motivation through advertisements.

It helps society in awareness from motivational ads.

1.6: Research Questions The study works on the following questions: Are advertisements important? What are the benefits of motivational ads? Youth perception about Motivational ads. Are people really aware of Motivational advertisements? How advertisement affects psychologically the mind of the consumers? What change people get through Motivational advertisements? How Motivational ads give energy to people to face the troubles? What motivational ads do in awakening people?

Motivation in Advertisements Khamoshi Ka Boycott

Section Two Methodology 2.1: Research Design The following research design was used for the study

Identification of the problem


: Motivation in Advertisements

Definig Variable : Motivation,


Advertisements

Selecting Methodology
Survey

Review of litreature :
J-Store , Emerlad

Selected interview : Students Need assesment: Class


DDiiscussion

Piolot Testing:
5 students in class

Data Collection
Questionnaires

Review, reflection and editing

Motivation in Advertisements Khamoshi Ka Boycott

2.2: Population All Pakistani teenagers comprise the population of the study.

2.3: Sampling Design The following sampling design was used for the study.

ENGINERRING DEPARTMENT CS DEPARTMENT

BBA DEPARTMENT

IQRA UNIVERSITY

MBA DEPARTMENT

2.4: Instrumentation For the purpose of collecting data, a questionnaire is designed by researcher is comprised of 13 items. The questionnaire included following types of questions. 1. Who is attracted more through motivational advertisements?
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Motivation in Advertisements Khamoshi Ka Boycott

2. Which gender is attracted more through motivational advertisements? 3. Motivational Ads are strong way to communicate 4. What Djuices Ad (Khamoshi ka boycott) has developed in people. 5. Is youth encouraged motivation through advertisements? 6. In newspaper motivational Ads grab youth attention or not? 7. Shahzad Roy said in Khamoshi Ka Boycott: Silence against wrong only increases frustration among nations. Are you in the agree with this statement? 8.These Types of Ads create following effects? I) Motivational level II) towards success III) Awareness

9.The language used in that Ad (Khamoshi ka boycott) was ethical? 10. Did this ad-Khamoshi Ka Boycott motivate people to raise their voice against social injustice? 11. Will these kinds of pro-social campaign help people to tackle with the problems? 12. Are people in favor of? I. Motivational Ads ii-Discriminatory Ads iii-Knowledgeable Ads

13. Khamoshi ka boycott is based on three main social problems of our society which includes Cheating system, Source system and the last one was related to women. What is the perception of people about it?

It included the following scale.

1. Who is attracted more through motivational advertisements


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Motivation in Advertisements Khamoshi Ka Boycott

I. II. III.

Youth Senior citizens Children

2. Which gender is attracted more through motivational advertisements I. II. III. Male Female Both

3. Motivational Ads are strong way to communicate

*Strongly agree

*Agree

*Disagree

*Strongly Disagree

4. Please Comment/Rate on what Djuices Ad (Khamoshi ka boycott) has developed in people. I. II. III. IV. Awareness Revolution Knowledge Motivation 5 5 5 5 4 4 4 4 3 3 3 3 2 2 2 2 1 1 1 1

Motivation in Advertisements Khamoshi Ka Boycott

5. How likely you encourage motivation through advertisements.(place along the line that best reflect your judgment)

at the position

Very Likely____________________________Very Unlikely

6. In newspaper motivational Ads grab your attention I. II. III. IV. Strongly Fairly Normally Dont affect

7. Shahzad Roy said in Khamoshi Ka Boycott: Silence against wrong only increases frustration among nations.

*Strongly agree

*Agree

*Disagree

*Strongly Disagree

8. These Types of Ads/ campaign create following effects +5 +5 +5

Motivation in Advertisements Khamoshi Ka Boycott

+4 +3 +2 +1 I) Motivational level -1 -2 -3 -4 -5

+4 +3 +2 +1 II) towards success -1 -2 -3 -4 -5

+4 +3 +2 +1 III) Awareness -1 -2 -3 -4 -5 at the position along

9. The language used in that Ad (Khamoshi ka boycott) was? (place the line that best reflect your judgment) I. II. III. Ethical

____________________________Unethical

Acceptable ____________________________Unacceptable Very Likely___________________________Very Unlikely

10. Did this ad-Khamoshi Ka Boycott motivate you to raise your voice against social injustice?

Motivation in Advertisements Khamoshi Ka Boycott

i. ii. iii.

Yes No To some extent

11. Will these kinds of pro-social campaign help you to solve your problems? i. ii. iii. Yes No To some extent

12. Extremely favorable

Extremely unfavorable

Are you in favor of? II. III. IV. Motivational Ads ______ Discriminatory Ads_____ Knowledgeable Ads_____

13. Khamoshi ka boycott is based on three main social problems of our society which includes Cheating system, Source system and the last one was related to women. Please Agree/Disagree with the statements below:

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Motivation in Advertisements Khamoshi Ka Boycott

i.

Merit killers exist around the world but these creatures seem to be thriving in Pakistan (Agree/Disagree)

ii.

Cheating in any form is bad for the system. our youth faces it everyday when cheaters excel (Agree/Disagree)

iii.

Women are not respected by the eye of men.

(Agree/Disagree)

Reliability analysis was carried out. It was found .76

2.5: Pilot testing: The draft questionnaire was administered on small sample of five students they were made to fill up the questionnaire. This was done to screen the questionnaire in term of wording, clarity meaningfulness and clarity.

2.6: Ethical Considerations: The survey has been conducted under the following code of ethics: Consent was taken before collecting data The respondents were not asked to mention their names on the questionnaire. Taking the content of the respondents before taking the data.

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Motivation in Advertisements Khamoshi Ka Boycott

Avoid using abusive and taunting language in order not to hurt the feelings of the participants.

Assuring the respondents that the data will be use for research purpose only.

Section-3 Analysis, Summary and Recommendations: Data analysis:

1- Who is attracted more through motivational advertisements


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Motivation in Advertisements Khamoshi Ka Boycott

iiiiii-

Youth Senior citizens Children

Option i. Youth ii-.Senior citizens iii- Children

MALES 65.5% 26.5% 8%

FEMALES 79.4% 15.4% 5.2%

Males
80.00% 60.00% 40.00% 20.00% 0.00% Youth Senior Citizens Children Males

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Motivation in Advertisements Khamoshi Ka Boycott

Females
100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Youth Senior Citizens Children Females

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Youth Senior Citizens Children Females Male

Descriptive Analysis:

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Motivation in Advertisements Khamoshi Ka Boycott

Out of 30 students, the sample was 15 females and 15 males. 65.5% males said that youth is more attracted through motivational ads 26.5% said senior citizens is more attracted through motivational ads and the rest 8% said children are more attracted through motivational ads. 79.4% females said that youth is more attracted through motivational ads 15.4% said senior citizens is more attracted through motivational ads and the rest 5.2% said children are more attracted through motivational ads.

2- Which gender is attracted more through motivational advertisements iiiiiiMale Female Both

Option i-. Male

MALES 15%

FEMALES 20.1%

ii-. Female

25%

25.9%

iii-. Both

60%

54%

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Motivation in Advertisements Khamoshi Ka Boycott

Males
70% 60% 50% 40% Males 30% 20% 10% 0%

Males

Females

Both

Females
70.00% 60.00% 50.00% 40.00% Females 30.00% 20.00% 10.00% 0.00%

Males

Females

Both

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Motivation in Advertisements Khamoshi Ka Boycott

70% 60% 50% 40% 30% 20% 10% 0% Males Females

Males

Females

Both

Descriptive Analysis: Out of 30 students, the sample was 15 females and 15 males.They were asked to tell which gender is attracted more through motivational ads. Option 2 is most frequently rated by the males and females that both gender is attracted through motivational ads.males says 60% means most of the time both gender is attracted through motivational ads while females said its 54% for both. Males said females are more motivated through motivational ads as compare to males they rated 25% females attracted through motivational ads and 15%males. Females rated 25.9% for females and 20.1% for males.

3- Motivational Ads are strong way to communicate


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Motivation in Advertisements Khamoshi Ka Boycott

*Strongly agree Options Strongly disagree Disagree Agree Strongly Agree

*Agree Males 4% 1% 70% 25%

*Disagree

*Strongly Disagree Females 5% 13% 64% 18%

Males
80% 60% 40% 20% 0% Strongly disagree Disagree Agree Males

Strongly Agree

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Motivation in Advertisements Khamoshi Ka Boycott

Females
80% 60% 40% 20% 0% Strongly disagree Disagree Females Agree Strongly Agree Females

80% 70% 60% 50% 40% 30% 20% 10% 0% Strongly disagree Disagree Agree

Males Females

Strongly Agree

Descriptive Analysis:

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Motivation in Advertisements Khamoshi Ka Boycott

Out of 30 students, the sample was 15 females and 15 males. They were asked to Agree or Disagree with the statement Motivational Ads are strong way to communicate. Option 3 is frequently selected by both the genders .Both the males and females are agree with the statement the percentage for males is 70% and for females its 64% . 25% of males and 18% of females are strongly agree with the above statement. Only 1% males disagree and 4% strongly disagree with the statement 5% of females strongly disagree and 13% strongly disagree with the statement.

3- Please Comment/Rate on what Shahzad Roys Ad (Khamoshi ka boycott) has developed in people. iiiiiiivAwareness Revolution Knowledge Motivation 5 5 5 5 4 4 4 4 3 3 3 3 2 2 2 2 1 1 1 1

Males Option- i Option-ii Option-iii Awareness Revolution Knowledge 4 2 2 2 3 5 0 4 5 5 4 4 5 2 1 4 2 5 1 2 4 0 4 4 4 5 3 4 3 3 4 3 2 2 4 5 0 2 3 4 2 1 4 3 3


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Motivation in Advertisements Khamoshi Ka Boycott

Option-iv

Motivation

5 4 4 3 5 5 0 2 2 3 4 4 5 3 2

Females Option-i Option-ii Option-iii Option-iv Awareness Revolution Knowledge Motivation 4 2 2 2 3 5 3 4 5 5 4 4 5 2 1 4 2 5 1 2 4 3 4 4 4 5 3 4 3 3 4 3 2 2 4 5 3 2 3 4 2 0 4 3 3 5 4 4 3 5 5 2 2 2 3 4 4 5 3 2

6 5 4 3 2 1 0

MALES
Awareness Revolution Knowledge Motivation Awareness Revolution Knowledge Motivation

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Motivation in Advertisements Khamoshi Ka Boycott

6 5 4 3 2 1 0

FEMALES

Awareness Revolution Knowledge Motivation

6 Females 5 4 3 2 1 0 Awareness Revolution Knowledge Motivation Males Awareness Revolution Knowledge Motivation

Descriptive Analysis :

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Motivation in Advertisements Khamoshi Ka Boycott

Out of 30 students, the sample was 15 females and 15 males. The rating scale given to students was 1 to 5, and they had to rate what DjuiceAd Khamoshi ka boycott has developd in people. 48-42-51-51b 51-51-44-54-g

Option 4 was most frequently rated option, as rated by the females. The percentage of ratings, got by option 1 was 94.66% in the favor of the statement. Option 1 &2 was second frequently rated option, as rated by the females. The percentage of rating, got by option 2 is 80% n 3 is also 80% in the favor of the statement. Option 3 was the least frequently rated option, rated by the females. The percentage of rating, got by option 3 is 70.6% in the favor of the statement. Option 3 & 4 was most frequently rated option, as rated by the Males. The percentage of ratings, got by option 3&4 was 100% in the favor of the statement. Option 1 was second frequently rated option, as rated by the males. The percentage of rating, got by option 1 is 80% in the favor of the statement. Option 2 was the least frequently rated option, rated by the males. The percentage of rating, got by option 3 is 70.6% in the favor of the statement.

5- How likely you encourage motivation through advertisements.(place along the line that best reflect your judgment)

at the position

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Motivation in Advertisements Khamoshi Ka Boycott

Very Likely____________________________Very Unlikely Option Very Likely Very Unlikely Males 90.3% 9.7% Females 89.8% 10.2%

Females
120.00% 100.00% 80.00% 60.00% Females 40.00% 20.00% 0.00% -20.00%

Very Unlikely

Very Unlikely

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Motivation in Advertisements Khamoshi Ka Boycott

Males
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Males

Very Unlikely

Very Unlikely

120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% -20.00% Very Likely Very Unlikely

MALES

FEMALES

Descriptive Analysis: Out of 30 students, the sample was 15 females and 15 males. They support their choice placing a mark on the line, to express their feelings.
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Motivation in Advertisements Khamoshi Ka Boycott

Both the males and females encouraged motivation through ads the ratio for encouraging motivational ads for males is 90.3% and for females its 89.8% 9.7% males and 10.2females are not encouraged motivation through ads.

6- In newspaper motivational Ads grab your attention? iiiiiiivOPTIONS Strongly Fairly Normally Dont affect Strongly Fairly Normally Dont affect MALES 8% 29% 36% 27% FEMALES 18% 37% 31% 14%

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Motivation in Advertisements Khamoshi Ka Boycott

Males
40% 35% 30% 25% 20% 15% 10% 5% 0% Males

Strongly

Fairly

Normally

Dont affect

Females
40% 35% 30% 25% 20% 15% 10% 5% 0% Females

Strongly

Fairly

Normally

Dont affect

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Motivation in Advertisements Khamoshi Ka Boycott

40% 35% 30% 25% 20% 15% 10% 5% 0% MALES FEMALES

Strongly

Fairly

Normally

Dont affect

Descriptive Analysis: Out of 30 students, the sample was 15 females and 15 males. 8% males said that motivational ads in newspapers strongly grab their attention.29% said fairly 36% said normally motivational ads in newspapers strongly grab their attention and 27% had no affect of motivational ads in newspapers. Motivational ads in newspapers strongly grab the attention of 18% females, fairly 36% , 27% and the rest 14% had no affect of motivational ads in newspapers.

14. Shahzad Roy said in Khamoshi Ka Boycott: Silence against wrong only increases frustration among nations.

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Motivation in Advertisements Khamoshi Ka Boycott

*Strongly agree Options Strongly disagree Disagree Agree Strongly Agree

*Agree Males 0% 1% 7% 92%

*Disagree

*Strongly Disagree Females 0% 0% 15% 72%

Out of 30 students, the sample was 15 females and 15 males. They were asked to agree or disagree with the above statement. Option 4 is most frequently rated option amongst both the females and the males. 92% are strongly agree with the statement 7% agree only 1% disagree and no one is strongly disagree with the statement. 72% females agree with the statement, Silence against wrong only increases frustration among nations. 15% agree and no one is rated for disagree or strongly disagree.

9- These Types of Ads/campaign create following effects +5 +4 +3 +5 +4 +3 +5 +4 +3


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Motivation in Advertisements Khamoshi Ka Boycott

+2 +1 I) Motivational level -1 -2 -3 -4 -5

+2 +1 II) towards success -1 -2 -3 -4 -5

+2 +1 III) Awareness -1 -2 -3 -4 -5

OPTIONS Motivational level towards success Awareness

Males 50.3% 20% 29.7%

Females 60.1% 8.11% 30.8%

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Motivation in Advertisements Khamoshi Ka Boycott

Males
60.00% 40.00% 20.00% 0.00% Motivational level towards success

Males

Awareness

Females
80.00% 60.00% 40.00% 20.00% 0.00% Motivational level towards success Females

Awareness

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Motivation in Advertisements Khamoshi Ka Boycott

Chart Title
80.00% Axis Title 60.00% 40.00% 20.00% 0.00% Motivational level towards success Awareness Males Females

Descriptive Analysis: Out of 30 students, the sample was 15 girls and 15 boys. The rating scale given to students was from -5 to +5, and they had to rate according to importance of statement. Option 1 was most frequently rated option, as rated by the girls. The percentage of ratings, got by option 1 was 60.1% in the favor of the statement, that these types of motivational ads/ campaign had increased the motivational level. Option 2 was second frequently rated option, as rated by the girls. The percentage of rating, got by option 2 is 30.8% in the favor of the statement, that motivational ads like Khamoshi ka boycott had increased people towards success. Option 3 was the least frequently rated option, rated by the girls. The percentage of rating, got by option3 is 8.11% in the favor of the statement, that these types of motivational ads/ campaign had created awareness in people.
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Motivation in Advertisements Khamoshi Ka Boycott

Option 1 was most frequently rated option, as rated by the Boys. The percentage of ratings, got by option 1 was 50.3% in the favor of the statement,, that these types of motivational ads/ campaign had increased the motivational level of the people, Option 3 was second frequently rated option, as rated by the boys. The percentage of rating, got by option 3 is 29.7%, in the favor of the statement, that these types of motivational ads/ campaign had created awareness in people Option 2 was the least frequently rated option, rated by the boys. The percentage of rating, got by option 1 is 20% in the favor of the statement, that motivational ads like Khamoshi ka boycott had increased people towards success.

The language used in that Ad (Khamoshi ka boycott) was? (place line that best reflect your judgment) Ethical

at the position along the

____________________________Unethical

Acceptable ____________________________Unacceptable Very Likely___________________________Very Unlikely Very Likely___________________________Very Unlikely OPTIONS Ethical Acceptable Very Likely BOYS 83% 85.5% 79% GIRLS 72% 89% 82%

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Motivation in Advertisements Khamoshi Ka Boycott

Males
87% 86% 85% 84% 83% 82% 81% 80% 79% 78% 77% Males

Ethical

Acceptable

Ver Likely

Females
120% 100% 80% 60% 40% 20% 0% Females

Ethical

Acceptable

Ver Likely

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Motivation in Advertisements Khamoshi Ka Boycott

120% 100% 80% 60% 40% 20% Males Females

Ethical
0%

Acceptable

Ver Likely

Descriptive Analysis: Out of 30 students, the sample was 15 girls and 15 boys. They support their choice placing a mark on the line, to express their feelings. 83% boys thought that the language use in the Ad Khamoshi ka boycott was 83% ethical 85.5% acceptable and 79% very likely. 72% rated that the language use in the ad Khamoshi ka boycott was ethical 89% acceptable and 82% very likely.

Did this ad-Khamoshi Ka Boycott motivate you to raise your voice against social injustice?

i. ii. iii.

Yes No To some extent


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Motivation in Advertisements Khamoshi Ka Boycott

Option Yes

Boys 7

Girls 3

No

To some extent

17

19

Descriptive Analysis: Out of 30 students, the sample was 15 girls and 15 boys. They were asked that-Khamoshi Ka Boycott motivate them to raise your voice against social injustice?

Boys and girls both are motivated to raise their voice against social injustice. 7 boys and 3 girls rated yes. 17 boys and 19 girls rated to some extent they are motivated to raise their voice against social injustice. 7 boys and 3 girls are not motivated by the Ad Khamoshi ka boycott.

7- Will these kinds of pro-social campaigns help you to tackle with the problems?

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Motivation in Advertisements Khamoshi Ka Boycott

iiiiii-

Yes No To some extent

Option i- Yes

Boys 35

Girls 23

ii- No

13

19

iii- To some extent

52

58

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Motivation in Advertisements Khamoshi Ka Boycott

Males
60 40 20 0 Yes No To some extent Males

Females
60 50 40 30 20 10 0 Yes No To some extent Females

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Motivation in Advertisements Khamoshi Ka Boycott

60 50 40 30 20 10 0 Yes No To some extent Males Females

Descriptive Analysis: Out of 30 students, the sample was 15 girls and 15 boys. They were asked that pro-social campaigns help them to tackle the problem or not. Option 3 was most frequently rated option, as rated by the girls and the boys . The percentage of ratings, got by option 3 by girls is 58% and by boys 52% that to some extent motivational campaigns help them to tackle the problems. The second most frequently rated option was option . The percentage ratings, got by option 1 is 23% by girls and 35%by boys. The least rated option was option 3.The percentage ratings, got by option 2 by girls is 19% and by boys is 13%. Extremely favorable 5 4 3 2 1 Extremely unfavorable

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Motivation in Advertisements Khamoshi Ka Boycott

Are you in favor of? V. VI. VII. Motivational Ads ______ Discriminatory Ads_____ Knowledgeable Ads_____ Boys Option1 Motivational Ads Option2 Discriminatory Ads Option3 Knowledgeable Ads Girls Option1 Motivational Ads Option2 Discriminatory Ads Option3 Knowledgeable Ads 5 3 5 5 5 4 4 2 2 2 3 4 5 3 5 3 2 2 1 3 3 1 3 2 2 4 3 3 3 5 5 3 4 2 2 2 3 4 5 4 2 1 4 3 3 5 3 3 2 5 5 3 4 1 2 1 1 4 4 1 4 3 0 4 3 2 1 1 4 4 5 2 2 3 5 5 5 5 5 5 3 3 2 1 4 2 1 4 3 3

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Motivation in Advertisements Khamoshi Ka Boycott

6 5 4

Males

Motivational Ads 3 2 1 0 Discriminatory Ads Knowledgeable Ads

6 5 4

Females

Motivational Ads 3 2 1 0 Discriminatory Ads Knowledgeable Ads

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Motivation in Advertisements Khamoshi Ka Boycott

5 Males 4 Males Motivational Ads Males Discriminatory Ads 3 Males Knowledgeable Ads Females Females Motivational Ads 2 Females Discriminatory Ads Females Knowledgeable Ads 1

DESCRIPTIVEANALYSIS: Out of 30 students, the sample was 15 girls and 15 boys. The rating scale given to students was from 1 to 5, and they had to rate according to importance of statement. 40, 36,51 Option 3 was most frequently rated option, as rated by the girls. The percentage of ratings, got by option 3 was 73.2% in the favor of the statement, that adds must be knowlegable. Option 1 was second frequently rated option, as rated by the girls. The percentage of rating, got by option 1 is 62.3% in the favor of the statement that ads must be motivational. Option 2 was the least
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Motivation in Advertisements Khamoshi Ka Boycott

frequently rated option, rated by the girls. The percentage of rating, got by option 2 is 4.5% in the favor of the statement, that they encourage discriminatory adds. Option 3 was most frequently rated option, as rated by the females. The percentage of ratings, got by option 3 was 73.2% in the favor of the statement, that adds must be knowlegable. Option 1 was second frequently rated option, as rated by the girls. The percentage of rating, got by option 1 is 62.3% in the favor of the statement that ads must be motivational. Option 2 was the least frequently rated option, rated by the girls. The percentage of rating, got by option 2 is 4.5% in the favor of the statement, that they encourage discriminatory adds. 47,40,44 Option 1 was most frequently rated option, as rated by the males. The percentage of ratings, got by option 1 was 73.2% in the favor of the statement, that adds must be knowlegable. Option 3 was second frequently rated option, as rated by the males. The percentage of rating, got by option 3 is 62.3% in the favor of the statement that ads must be motivational. Option 2 was the least frequently rated option, rated by the males. The percentage of rating, got by option 2 is 4.5% in the favor of the statement, that they encourage discriminatory adds.

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