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Impact of Humorous Advertisements on Brand Awareness and Consumer, S Purchase Intention

Thesis Info

Author

Rimaha Shahid

Supervisor

Zeenat Jabbar

Department

Department of Management Sciences

Program

RBA

Institute

COMSATS University Islamabad

Institute Type

Public

City

Islamabad

Province

Islamabad

Country

Pakistan

Thesis Completing Year

2016

Thesis Completion Status

Completed

Subject

Management Sciences

Language

English

Added

2021-02-17 19:49:13

Modified

2023-01-06 19:20:37

ARI ID

1676720548226

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ٹنڈے کباب(طنزومزاح)

ٹنڈے کباب(طنزومزاح)
ڈاکٹر عبدالرافع
عہد حاضر کے جواں سال طنزو مزاح نگار ،بچوں کے شاعر ڈاکٹر محبوب حسن اپنی تخلیقی جدت کاری و بنت کاری اور ذہنی اختراع کے لیے خاصا مشہور ہیں۔ انھیں پرورش لوح و قلم سے ذہنی مناسبت اور قلبی لگاؤہے۔ تخلیقی ادب بالخصوص میدانِ طنزومزاح کے شہسوار ہیں۔ طنزومزاح کے علاوہ انھیں ادب اطفال اور تحقیق و تنقید سے بھی خاص شغف ہے ،لیکن ان کی بنیادی شناخت ایک طنزومزاح نگار کی حیثیت سے ہے۔ادب اطفال کے حوالے سے ان کی کتاب ‘‘تتلی رانی’’شائع ہو کر قارئین ، مداحین اور ناقدین سے داد و تحسین حاصل کر چکی ہے۔ ‘‘عصمت چغتائی و جین آسٹین’’اور‘‘نکات فکشن’’ جیسی قابل قدر کتابیں موصوف کی تحقیقی و تنقیدی جدت پسندی کی نشاندہی کرتی ہیں۔‘‘عصمت چغتائی و جین آسٹین’’میں مشرق و مغرب کے دو معروف خواتین تخلیق کاروں کی ناول نگاری کا تقابلی مطالعہ پیش کیا گیا ہے جبکہ ‘‘نکات فکشن’’ ان کے تحقیقی و تنقیدی مضامین کا مجموعہ ہے۔طنزیہ و مزاحیہ مضامین پر مشتمل پیش نظر کتاب ‘‘ٹنڈے کباب ’’ ان کی تازہ ترین تخلیقی کاوش ہے۔
ڈاکٹر محبوب حسن کا تخلیقی کارنامہ ‘‘ٹنڈے کباب ’’ طنزومزاح کے میدان میں ایک خوش گوار اضافے کی حیثیت رکھتا ہے۔اپنی پیہم تخلیقی سرگرمیوں کے باعث انہوں نے کم عرصے میں ہی ادب کے ایک وسیع حلقے کو اپنا گرویدہ بنا لیا ہے۔موصوف عام گفتگو میں بھی طنزومزاح کا کوئی نہ کوئی پہلو تلاش کر لیتے ہیں۔ ‘‘ٹنڈے کباب’’اعدادوشمار کے اعتبار سے کل تیرہ مضامین پر مشتمل ہے۔یہ مضامین شگوفہ،کتاب نما،ذہن جدید،ایوان اردو،نیا دور،کسوٹی جدید ، خبرنامہ،انقلاب،کشمیر عظمی ،متاع آخرت،اردو نیٹ جاپان،راشٹریہ سہارا،انڈین اکسپریس جیسے مؤقر ادبی رسائل وروزناموں میں اشاعت ہو کر مقبول خٓص و عام ہو چکے ہیں۔ ان مضامین میں نہ توفلسفیانہ باتیں مذکور ہیں اور نہ ہی کسی اندیکھی دنیاکی داستان پیش کی گئی ہے بلکہ...

اختلاف الدلالات للكلمات المشتركة بين العربية والأردية وأثره في تعليم اللغة العربية

Arabic language is a family member of Semitic languages whereas Urdu is the member of Indo-European Languages. The Arabic language though is not from the same language family but amazingly it provides much of its share through alphabets, words with its meanings and pronunciation. These features of both languages have provoked to study it under the contrastive linguistics through semantic study of commonly used words. This research is a semantic study of commonly used words in both languages of different language family along with the applied linguistics in Language teaching. There are large numbers of Arabic words that are used in Urdu language and there are significant numbers of words that are used in different meanings, this change in meaning led to change in semantic field. This research paper also study the effect of semantic change of these words on Arabic Language teaching to the Pakistani students whose native language is Urdu. This study will also reveal the reasons of errors during language learning with the help of semantic study if commonly used words.

Ethnobotany and Floral Diversity of Medicinal Plants in Deserts of Sindh-Pakistan

This project is confined to first report on comprehensive ethnobotanical exploration of medicinal plants in deserts of Sindh. The study is based on ethnopharmacological exploration of traditional knowledge regarding the medicinal uses of plants in selected areas of deserts Sindh that are Tharparkar, Badin, Umerkot, Mirpurkhas, Sanghar and Khairpur. Classical to applied ethnobotanical approaches were applied to document the ethnomedicinal data and their analysis using relative importance (RI), Use value (UV), relative frequency of citation (RFC), fidelity level (FL), informant consensus factor (ICF) and disease consensus index (DCI). In total, various number of informants including 186 (Tharparkar and Badin), 174 (Sanghar and Khairpur), 155 (Umerkot and Mirpurkhas) and 157 (for diabetes) were interviewed using ethnobotanical methods. In addition to this, 161 medicinal plant species belonging to 42 families were reported by ethnic communities and reported species collected for preservation of Herbarium specimen to be submitted to Herbarium as reference specimens. The most dominant life form was herbs (105 species) while most predominantly reported families were Fabaceae (20 species), Amaranthaceae (14 species), and Cucurbitaceae (13 species). The most prevalent diseases belonged to gastrointestinal, respiratory and reproductive disorders. It is reported in this project that the most used common methods of herbal drug preparations were powder and decoctions in all regions of study area. The most commonly known species on the base of RFC, UV and RI in various study regions were Citrullus colocynthis, Citrullus lanatus, Boerhavia procumbens, Cressa cretica (Tharparkar and Badin), Ziziphus jujuba, Sesamum indicum, (Sanghar and Khaipur), Oxalis corniculata, Amaranthus viridis, Ocimum tenuiflorum (Umerkot and Mirpurkhas) and Azadirachta indica (for diabetes). On the base of FL, 13 species (Tharparkar and Badin), 5 species (Sanghar and Khaipur) and 16 species (Umerkot and Mirpurkhas) were found to be important in treating specific diseases with maximum FL values (100%). In treated disease categories, high ICF was reported for gastrointestinal disorders in Tharparkar, Badin, Sanghar and Khairpur whereas in Umerkot and Mirpurkhas, maximum ICF was reported for disorders of sensory organs. For treatment of diabetes, high DCI was reported for Ocimum gratissimum, Calotropis procera and Taraxacum officinale. It is concluded that folklore medicine in rural communities of deserts of Sindh is an important source of primary healthcare. XX The traditional knowledge of plants shown in relation to medicinal use, reflecting a striking diversity of species and uses, as well as their importance in plant-based therapies in deserts of Sindh. Data regarding ethnomedicinal uses indicate a high degree of plant knowledge still exist among ethnic communities for treating commonly occurring diseases. Moreover, the importance of traditional medicines and indigenous knowledge may contribute to the development of the management, conservation and sustainable use of medicinal flora in deserts in Sindh. The present study constitutes a good basis for further phytochemical and pharmacological research, which could be of interest in the design of new drugs. Furthermore, the evidence of these folk uses coupled with high ethnobotanical indices including RFC, UV, RI, FL and DCI could be the key information for future phytochemical and pharmacological studies and thereby give rise to new medicinal resources. In addition, species with only a few documented traditional uses may be further explored for preservation of traditional knowledge to them.