This study aims to explore the feministic strands in Pakistani advertisements. The focus of this paper is to analyze the implied meanings of these advertisements, which seem to break the gendered stereotypes and normalize feministic viewpoints about the ideal body, complexion and gender roles. This paper presents the linguistic and visual analysis of the ads, focusing on their breakdown of gender-based stereotypes and their demonstration of feministic messages in the Pakistani cultural context. The interdisciplinary theoretical underpinning for this study includes the visual multimodal of Kress and Leuwen (1996). A close analysis of Pakistani advertisements shows that most of the companies are defying the socio-cultural stereotypes regarding women and are presenting the feministic stances as a new normal. By focusing on the notion of change, this paper argues that this altered approach of the advertisement companies is an attempt to transform the traditional attitude of Pakistani patriarchal society towards social and cultural gender roles of women.

The purpose of this study was to find out the relationship between impulsive buying, self-regulation and personality impulsiveness of young adults. An association was hypothesized between personality impulsiveness, impulsive buying and self-regulation in young adults. Moreover, it was also proposed that self-regulation and personality impulsiveness would likely to predict impulsive buying. A sample comprised of 300 individuals of 18-20 years age range (M=23, SD= 2.8) was selected from shopping malls of Lahore. For measuring personality impulsiveness Barrett Impulsiveness Scale, to assess self-regulation of the participants Short Self-Regulation Questionnaire and to measure impulsive buying of the respondents Impulsive Buying Tendency Scale was administered. These measurement tools were used in this study after taking permission from relevant authors. Results were deducted by using Pearson Product Moment Correlation Coefficient and Multiple Hierarchical Regression analysis. The results of the study showed that personality impulsiveness is significant positively correlated with impulsive buying. A significant negative relationship was found between self-regulation and personality impulsiveness. Moreover, by using Regression analysis, personality impulsiveness and self-regulation were revealed the predictors of impulsive buying in young adults. The findings of this study are important to know the patterns of impulsive buying that could further be used at impeding level for adults in order to help them out to deal with their impulsivity. Keywords: Impulsivity, Self-Regulation, Impulsive Buying, Personality, Young Adults

Empathy has been studied in accordance to its impact on professional skills and behavior in the fields of medicine, corporations, and educational institutions. As multiple incidents of brutal violence, killing of innocent people on the streets of Pakistan, and apathetic attitudes disseminated even towards young children in schools, the need arises to address the importance and impact of empathy on everyday lives of people in society. The dire need for empathy-building exercises from the grass root level is evident. There is hope if future generations are taught to think of others as well as themselves, giving equal importance to every member of society. This article highlights the importance of empathy and traces its development in the mind of children, as an important core competency and life skill. Prosocial skills are discussed as a precursor and complementary attribute of the essential empathic skill. Future implications of this research lead to the prospect of a national program for building empathic skills for children, in schools across the country, as has been done in the United States, Canada and countries across the world (e.g., by Dan Olweus and Mary Gordon). Keywords: Empathy, Development of Empathy, Prosocial Behaviour, Bullying, Children

Bullying is a universal problem, affecting students in schools all around the world. It makes life miserable for those who are bullied, and some victims have been so upset that they committed suicide. Bullying is an act of intentional harm, carried out repeatedly. It can take the form of physical, verbal, social or emotional and cyber bullying. The bullies are aggressive in nature and the emotion they harbor is anger. Their home environment is one of conflict, and lack of warmth. The victims of bullies are sensitive and lack social and problem-solving skills and easily fall prey to the bully. They are anxious, depressive and lonely. As a result of bullying, their school attendance falls, and academic results are low. To tackle the bullying problem in schools, many programs have been introduced which have reported to increase empathy in students, and consequently, reducing bullying. This article emphasizes the importance of bullying prevention programs in schools with empathy as a core component, because it is impossible to eradicate bullying by enforcing policies and rules only. The solution of bullying is to develop empathy which will help students to appreciate differences, and to develop a sense of community in students. Keywords: Intervention Program, Reducing Bullying, Schoolchildren and Empathy

We learn an abundance of useful skills for a lifetime, during our first few years of life – our mothers playing a vital role in having a major influence in our personality formations, skill sets and the nature of goals we are nudged toward. Whereas an educated mother helps her child to form views regarding the world, far broadened and contemporary as compared to children of uneducated mothers. As a child is treated with continuous high quality of care-giving and is raised in a pro-social positive environment, he or she develops a basic understanding of the incumbent benefits of having an empathic attitude towards family, friends and people at large. This research article seeks to establish the relation between mother’s education and children’s empathy level. The impetus for research is the plethora of everyday incidents taking place in our homeland, Pakistan whereby empathic skill at the root level seems invisible in the personalities of violence perpetrators and criminals. This vagrant evil may not sustain into the following decades, if we may acclimate young children to have personalities that are innately generous, kind and empathic, thus moving towards building a caring society. Long term consequences of this research are aimed at developing a national empathy program for schools, and parent-child workshops, whereby fostering empathy and kindness in upcoming generations for the betterment of our society and country.