This refers to the increasing number of ads in our media that sexually objectify females in a demeaning and highly inappropriate way. All of this is being done despite the fact that such practices are being condemned the world over. As a women, a question comes to my mind: why is the objectification of women necessary to market commercial products? Recently an ad appeared on our TV screens where a cell phone was being promoted and compared to the x factor of a woman. Why do such comparisons have to be made and women objectified to promote products? Not only the telecom sector, but almost all segments of televised marketing overwhelmingly rely on objectifying women to make quick money. It is a matter of shame that one cannot watch such ads with family members due to their derogatory outlook.
I urge the relevant governmental authorities, especially the PEMRA, not to sit as a silent spectator and play its role for the eradication of these below-the-belt ads and use media projections for the betterment of society.
Fatima Raza
Social Media Activist
Lahore