Cultural Identity Exemplification through Animated TVCs in Pakistan
Keywords:
Animation, Pakistan, Culture, Pakistani Culture, IdentityAbstract
Identification of identity is not only required for an individual, but it is equally essential requirement of a society or culture. Creating an individual identity is a challenge in today's world where the world has become a global village. Identity has two major types, first; social identity and second; cultural or national identity. Today, industries worldwide are using different mediums, which represent the cultural values of one country. Animation is not a new technique, but its diverse types and emerging techniques are new which can be seen in Pakistani corporate world. To compile the research, data has been collected from the research of prior researchers and from the secondary sources, which are available on the official websites and promotional published material. Content Analysis method has been used for the data analysis. The animation and main protagonists from the animation story, series, short film, and TVCs have very strong visual impact on the youngsters especially the children. Young generation covers the maximum ratio of being consumer in the corporate world. Animation also reflects the cultural values of a society, which is important for youngsters. It is important to have a better understanding of our own culture progressive growth. Pakistani cultural patterns speak for its rich cultural traditions and heritages. Pakistani culture has a very rich background based on the Mughal’s architecture, textiles, food, art and entertainment; these are very few examples, which makes it pop culture in present era. This research paper will discuss bringing cultural value in the advertisement will bring positive and good values among the coming generation.