One rather than focussing on non-physical attributes such as

One of the key concerns that this paper raises is that advertisements do not only construct ‘beauty ideal’ but also normalize it as a cultural standard.   Feminists research of women portrayal in television commercials indicates that television commercials often depict a narrow and unattainable standard of women’s physical beauty and connect this standard with women appealing and virtue.   Television advertisements portray women as intimate objects rather than human being.   Intimately objectifying messages communicate to women that if they use a particular shampoo, whitening cream, or body lotion, they will enhance their probability of being involved with a good-looking man.   Feminists studies also point out that television advertisements are important from a number of philosophical perspectives.   It is also argued that television serves as a tool to shape our understanding of society and it create ideas that will direct our behaviour. Television advertisements have been identified as important contributors to the formation of stereotypical gender identities and reinforcements of discriminating culture of a society.   The excessive objectification of women encourages discrimination that effectively reduces women to objects, or physical appearance for attracting and pleasing viewers, especially men.   It is argued that when young girls and women internalize these objectified messages, they learn to be more concerned with observable physical attributes rather than focussing on non-physical attributes such as intellectual development, character virtue and mental maturity.   Many psychological research studies have proved that there are immense negative implications for constant self-surveillance centre and self-objectification.   It can be argued that television advertisements do not simply tell us how valuable and useful a product was/is, but are essential means of power in contemporary societies which help in developing conception of identity.   Thus, commercials and other popular textualizations contribute to enduring learned patterns of behaviour, cognitive scripts and schemas about intimate interactions, attitudes, and beliefs about the real world.  It may be argued that another study examining objectification of women in television commercials is useless and unnecessary given the larger number of research studies that have been conducted in the area of gender and media.   However, it is important to point out that most of these studies were carried out by Western scholars on the representation of women in the Western media.  Reviewing literature we could not find meaningful and academic research on women objectification through television advertisements in Pakistan.   Our study, thus, draws attention to the objectification of women in television advertisements in Pakistan. The present study is significant and tempting as it examines women objectification in a socio-cultural context where women, women’s pictures and coverage of their lives are highly private matters.   The study findings will fill the existing gap in the literature. It also raises concern how television in Pakistan blindly follows the trends prevalent in the western media