A recent TV ad aired by a well-known mobile service provider seems to be misogynistic and disrespectful of women.
ISLAMABAD: A recent television commercial aired by a well-known mobile service provider seems to be misogynistic and disrespectful of women. Women constitute more than 51 per cent of the population of Pakistan and deserve more respect than that which has been given to them in this particular advertisement.
Labelling a college-going female student a “taza hawa ka jhonka” is an assault on the sanctity of women and is tantamount to their objectification. Using offensive and immoral language to promote services is hardly good advertising. The media’s power to influence public opinion is on the rise in Pakistan and it plays a major role in moulding attitudes and opinions. In that regard, it would be appreciate if advertisements which show women in a negative light are not used. Regrettably, the phone company’s ad reflects anything but that.
Mehvish Imran
Published in The Express Tribune, September 27th, 2010.
