Abstract
This research study investigates the impact of Pakistani TV channels’ advertisements on the society in which women are generally used as an object. It is widely assumed that mass media play pivotal role in development of the society in general and character building in particular. It also promotes culture, tradition, life trends thus making the society conducive for everybody living. Mass media generally function under the policy of government around the globe. As Pakistan is a Muslim country, mass media should function according to the teachings of Islam. However it has been observed that Pakistani mass media is portraying women for objectification purpose especially in advertisements. This research study sheds light on portrayal of women in Pakistani TV channels’ advertisements. Descriptive analysis was conducted on the impact of those advertisements on the society. Over-representation of women was witnessed especially they were used to arise the emotions of opposite gender. Contrary to Islamic teachings, obscenity and western bold life style is being promoted through advertisements using women as an object. An analysis has also been done on impact of these advertisements on the society. Several suggestions to improve media’s role in character building of the society in the light of Islamic thoughts and teachings have also been advanced.
شازیہ حبیب , محمد امجد. (2021) ٹی وی چینلز کے اشتہارات میں عورت کی تشہیر واثرات: اسلامی تعلیمات کے تناظر میں جائزہ, Pakistan Journal of Islamic Research, Volume No. 22, 01.
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