Name: Wajeeha Ehsan

Roll No: CE590873

Course: Media Ethics & Laws-I (6603)

ASSIGNMENT NO. 2
Q. 1 What are detailed note on Media’s lack of maturity and professionalism
with examples.

Ans: Media’s lack of maturity and professionalism:

The media ‘s lack of
maturity and professionalism in Pakistan is often cited as major obstacle to the
development of objective and independent journalism. Coverage of social
issues in national news remains underreported thereby reflecting a lack of
qualitative journalism. With very few news that cover the ordinary citizen,
establishment occupies primary space in media coverage. Many investigative
reports are presented without supporting evidence therefore bordering on the
verge of propaganda and irresponsible rumor mongering.

The journalist bodies in the country have struggled hard to win liberties and
rights but they have been unable to give the same priority to improvements in
professionalism and the required quality of journalism. Media professionalism is
the conduct of media coverage and activities according to high standards of
ethics, accountability, legality and credibility, while exercising rights such as
freedom of expression and information. However, the efforts to improve their
professional quality did not keep up with such improvements.
 Media organizations like their unions or different clubs etc. did not make efforts
for upgrading professionalism amongst the new journalists. Professional
systems of training in the country have been developing at very slow pace and
thereby unable to meet the professional requirements of an industry that has
grown at a spectacular pace during the last decade. It is, however, encouraging
to note that in last five years, a considerable improvement has taken place in
the sphere of availability of journalistic education as the number of such
institutions have increased significantly.

It is generally asserted that the academic curriculum of journalistic

educational institutions also lacks quality. It does not meet the requirements of
applied journalism and many journalists are not necessarily required to have an
academic degree in the field to perform their duties. Learning in the media
industry is done through practice and by imitating the work of senior journalists.
Apparently, media organization are comfortable with such a situation and are
not interested in bringing any change in the prevalent situation. This system of
recruitment being based on personal contacts instead of academic and
personal merit is much based upon journalistic skills and professional
education. One apparent reason cited for this approach is the complaint that
media houses only interest is to sell and not to educate its journalist or common
public.
 An important element in a media environment is the degree of professionalism
and experience of journalists and other media practitioners. It is common that
journalists in a country that has only recently emerged from a highly restrictive
political system will lack many of the skills and professional standards of their
counterparts in a country with a long history of media freedom. However, the
experience of an authoritarian regime may not be entirely negative. In many
cases, courageous independent journalism has played an important part in
pressuring dictatorships to open up the political space. Journalists who have
successfully investigated and published sensitive stories in such a media
environment will have developed professional skills that are unmatched by their
colleagues in friendlier circumstances. In the context of an election, the
professional challenge will be to bring these skills to bear on a new and
unfamiliar set of stories to be reported.

Most of the ethical and professional issues that journalists encounter in covering
elections are variants of what they confront in their everyday working lives. However,
these issues and dilemmas may present themselves in particular ways during
elections.
To ensure the safety and security of journalists, the study offers some
recommendations.
It recommends that the government appoint special public prosecutors at the
provincial and federal levels to address pervasive impunity of perpetrators. The
initiative must cover the tribal areas as well. The federal and provincial information
ministries and departments should allocate resources for media safety trainings and
other capacity-building measures, and also for supporting targeted journalists and
their families.

For media houses, the study stresses that they must take more responsibility
for safety of journalists which must not be compromised for the sake of media
ratings. All media houses should develop/adopt/endorse safety manuals and
protocols for journalists, with the help of media professional bodies, government
and civil society. This must be done in a consultative and inclusive manner.
The report emphasizes the need to monitor and document all incidents of
intimidation or violence against media workers, and suggests that professional
media bodies can raise them at appropriate forums in collaboration with
provincial and national-level bodies representing journalists, to ensure a safe
working environment.
Apart from comprehensive recommendations for the government, media houses
and professional bodies, the study advises journalists to be extra vigilant in covering
stories which involve powerful actors who take offence quickly. Local correspondents
should seek solutions in consultation with their media houses to ensure that the
issue is covered without exposing them to risk. That can be managed sometimes by
filing sensitive reports with a different dateline or requesting the media house to send
journalists from outside a difficult district to cover the issue.
Q. 2 Elaborate the ethical issues of online journalism.
Ans:Ethical Issues of Online Journalism:
T oday’s age of journalism, professional
journalists share the social media sphere with tweeters, bloggers and avid
social media users. The ethical issues of social media can be fixed, and it is
currently on its way to developing journalism further than we could have ever
imagined in the past 40 years. As social media continues to grow, users are
acknowledging what’s right from wrong, and what are good practices for online
journalism. Journalism is facing new ethical issues because of the emergence
of the Internet.
The first challenge is that anyone can write anything, as there are no legislative
measures that require a portal to employ professional journalists or exercise
editorial control. This makes it almost impossible to track down certain
newsmakers, and thus portals claim to have no responsibility for any
misinformation, hate speech or misleading content that they publish, or for news
that has been directly copied from other sources.

The second challenge is even greater, that of user-generated content. Such

content can be both a powerful agent that gives voice to the community, but
also a tool of provocation, hate speech and a platform for lynch mob behavior.
Social media guidelines are not here to remove our First Amendment right.
They are here to help us become better journalists and citizens in the world.
However, there is much backlash over what journalists can say or include on
their social media accounts both professional and personal. While many news
organizations and media companies encourage reporters to use social media to
gather information and create a “brand” for themselves, online comments,
tweets or posts can put a reporter in the negative spotlight. We have all seen
this in recent events over the past few years. These incidents range from
journalists expressing partisan opinions, promoting political views, endorsing
candidates and making offensive comments. With that in mind, the ethical
challenge is to develop social media guidelines that allow reporters to explore
the new digital media world, yet also draw reasonable limits on personal
commentary.

Establishing reasonable social media guidelines allow journalists to have an

independent voice on social media, but also follow protocol and maintain
professionalism within their job. Social media plays a crucial role in journalism
today. Journalists and public relations professionals are almost always required
to use social media and it is considered a valuable tool for relaying information
to the public. In a recent Cession Global Social Journalism Study, the study
showed how journalists approach and use social media. Between the 2012 and
2017 iterations of the Cession Global Journalism Study, there was a 12 percent
increase in the number of journalists that said they post content to social media
platforms daily. As journalists continue to create increasing amounts of
augmenting content for social media, guidelines are starting to become
implemented for reporters and social media influencers alike. Among the many
organizations that implement social media guidelines includes the Society of
Professional Journalists. SPJ states that “the Society strongly encourages its
leaders and members to regularly use social media to communicate, not only
among themselves, but with the broader journalism community.” Furthermore,
the guidelines are intended to “help SPJ leaders and members follow accepted
best practices as they use social media in carrying out the Society’s missions.”
In retrospect, SPJ would like journalists to use common sense.
 Guidelines are the easiest way for journalists to use social media intelligently
and usefully, without harming their reputation or the organizations reputation.
We’ve seen it recently that when someone is thrown under the bus, that
organizations reputation is now tainted in the eyes of some people in the public.
It alters the way journalists are seen by the public drastically. This has put
journalist practice under far greater scrutiny. In the end, journalists must be able
to respect people and their content. We must remember that sources and
subjects are not only material, but also human beings. Our words have a great
impact on not only ourselves, but our colleagues and the public. It is also
essential to remember that we are surrounded by a community consisting of
family, friends and co-worker, thus, we must choose our words carefully.
Although journalists are entitled to privacy online, it is important to know that
journalism is a balancing act between the rights of the public to privacy, and of
course their right to know information.

The challenges and opportunities currently faced by news media and journalism
as such in the demanding online environment. The debate covered a number of
issues, including:
 addressing potential market failures in the production of the public good of
independent, professional, quality journalism;
  securing an efficient and competitive media market place;
 ensuring that citizens develop deeper critical media and information literacy
skills necessary to navigate in the information age;
 online journalism: preserving or redefining the role of journalists and other
media actors in the online environment;
 fact-checking and accountability in journalism;
 mis- and disinformation disseminated on the internet, filter bubbles and other
factors which are driving spread of” fake news”;
 public access to diversified, pluralistic information.

Q. 3 What ethical practices should be exercised in photo journalism?

Ans:Photo Journalism:
Photo journalism has an obligation and a right to satisfy all
professional journalistic standards within the reporting along with the
responsibility to not violate the privacy and human rights of the persons about
who is being reported, through the respect of ethics and professional code of
the journalist profession.

Ethics of the photojournalist must be the first and primary thought on the mind
of the journalist while he/she is recording history. During the years, photos have
been presented in different ways, and the true photojournalist intends to
achieve that photographs that are presented in media are accurate.
Photojournalism is an extremely competitive field. Having the right skill sets is
essential to having a successful career. First, people skills are the most
important thing. A photojournalist needs to be able to quickly gain the trust of
their subjects and do in their work in a way that will not violate that trust. Strong
journalism skills go hand-in-hand with that. Knowing how to determine the most
important aspects of a story and how to report that to the public is crucial. This
means that most photojournalists are trained in other aspects of journalism as
well including writing and interviewing.

A staff photographer is someone who works for a specific publication, shooting

for that publication is their full or part-time job. A stringer or freelance
photographer shoots for many publications. A number of different organizations
may request a freelancer’s services for a specific assignment or a specific
period of time. Freelancers usually have a roster of clients that they work for.
The third most common employer of photojournalists are wire services such as
the Associated Press or Reuters. Newspapers and other news outlets subscribe
to wire services. Wire services provide news coverage to these outlets which
often can’t afford to send their own reporters to remote locations.

Photojournalism is a very sensitive issue because a picture worth a thousand

words. Today, starting from the wars, natural catastrophes and up to piquancy
from the life of celebrities, all mentioned within the photography, or in other
words the phrase “to be at the right time at the right place with the right
camera”, when the journalist is in question.
 Today photojournalism is the constituent part of our lives. You can find photos
everywhere – in politics, culture, art and sport. Photographs are very important
for mass media for the reason that their task is to inform public about current
events in accurate, honest, and balanced way. It is very difficult to achieve with
words without some photographs, because exactly the photo is completing the
demonstration of the happening about which the story is and without the photo
the news is not enough cogent, and not even complete.

Photo journalist should follow some guidelines.

1.Accuracy:
 The research for the story behind the images you are shooting should be
well-sourced, supported by strong evidence, examined and tested, clear and
unambiguous.
  Don’t just go for the shocking, sad and emotionally charged images; to do so
might exploit the victims and fail to uncover the cause of the distress.
 Never accept what you are told at face value; always check every detail with
two independent sources.
 Always be aware that there will be those who will want to set up an event for
their own purposes; be wary if you are offered an amazing photo opportunity.
 Be sure that what you photograph reflects the true situation accurately and is
not a distortion of reality; on the other hand, never ignore the one-off that
could reveal an aspect of neglect or harm that has so far gone unnoticed.
 We don’t need to have the whole story behind what you see, but you do
need to be totally open, honest and transparent about what you know and
what you don’t know.
 Never follow the pack; they may be being led and fed by those with ulterior
motives.
 Build our own trusted contacts so that we are able to distinguish between
fact and spin.
 Be careful when filming an incident or a subject when we are not culturally
familiar with the background and circumstances; what may seem shocking to
we may only reflect one element of a complex story.
 Don’t crop or edit beyond what is technically necessary to display the image;
we could distort more than the picture –we will know instinctively when we
have crossed the line between editing and manipulation.
 Never stage-manage a shoot to hype up the story; our job is to report
through images what has actually happened.
2.Impartiality:
 Be careful when filming topics about which you are passionately concerned; we
could lose your objectivity and do more harm than good.
 If we have an interest in covering an event, make that absolutely clear in the
text that accompanies your work.
 Aim to offer all sides of the story in context and in a way that enables the
audience to reach a reasoned and informed conclusion.
 We only motivation should be to inform the public debate and shine a light on
wrongdoing and abuse.
 Being impartial and objective means not being prejudiced but being fair and
balanced; be sure to recognize when we are getting carried away.
 Always rise above our own personal perspective and try to see a story from
other points of view; otherwise, your work is likely to be one sided and limited
in scope value.
 Ensure that we reflect a wide range of opinions through your camera lens, and
be prepared to explore conflicting views so that no significant point of view is
left out.
3.Taste & decency and offence:
Do not be afraid of offending if the information you are covering is in the public
interest.
Avoid gratuitous imagery that shocks rather than enhances the understanding
of the audience; we are not there to sensationalize or impress.
4.Privacy and consent:
 Respect a person’s privacy, especially the vulnerable; their situation should not
be seen as a rung on our career ladder.
 Ensure that those we are filming are aware of how and where the images are
going to be used. If they are to be used online as well as in print or broadcast
ensure that those being filmed understand that the images will be searchable
forever.
5: Integrity:
 Never expose someone to ridicule and humiliation; they have to live with the
fallout the photograph will bring, whereas you may have moved on to the next
story and suffer no consequences.
 Always remember you are working as a video/photo journalist to inform the
public debate, not for your own glory or to try to make yourself look good.
 Never expose a subject to danger in order to improve the shot; take what is
natural, warts and all.
 Never take payment, promises or favors in return n for covering an event in a
certain way or submitting a photograph that serves a cause.

Q. 4: Provide some ethical guidelines in the light of Quran and Sunnah.

Ans:Ethical Guidelines in the light of Quran and Sunnah:
Religion plays a significant role in
satisfying our physical as well as spiritual needs: Islam teaches us a code of
behaviour and gives us a meaning for our existence. Faith is the source and the
basis of Islam. Islam is a religion that provides a complete way of living through
its ethical standards and values provided in the Holy Quran. It has described
moral values and ethics in a proper way and has emphasized the Muslims to
follow them in order to please the Almighty Allah. The Creator of this world and
the eternal one has allowed human beings to choose their living style according
to their will. The reason behind this freedom is that Allah has described this
worldly life as a test in the Holy Quran to earn a reward on the day of judgment
according to the deeds. The most important feature of this faith that is reflected
on the human soul is the feeling of “God sees all my actions, hears all my
utterances, and knows everything that I think.” Prophet Muhammad (peace and
blessings be upon him) ordered us to serve God. The most glorifying example
of practicing Islamic values and ethics is the Last Prophet of Allah, Prophet
Muhammad (SAW). He (SAW) set standards and provided guidelines to the
followers to practice in life. He (SAW) ended the ill customs and traditions found
in the Arabic world and other regions regarding racism, killing of daughters,
alcohol, fraud, interest, adultery and brutal killings.

The Quran mentions several good acts of ethics repeatedly, for example;
dealing with your parents in the best manner, being nice to your relatives and
neighbors, taking care of orphans and the poor, telling the truth and being
honest, being sincere in all of your intentions, fulfilling your promises, treating all
people fairly But the Qur’an can be properly understood if one is familiar with
the historical context of individual revelations and with the coherent inner thread
of the text.

The ethical system in Islam is presented in light of Shariah – the Islamic

social/legal system. According to Islam, whatever leads to welfare of the
individual or society is morally good and whatever is injurious is morally bad.
The ethical system prescribed in Islam is eternally divine and forms the
foundation of an Islamic society. Islamic ethics prescribe its followers to
zealously guard their behavior, words, thoughts, and intentions and observe
certain norms and moral codes in their family affairs; in dealings with relatives,
neighbors, and friends; in their business transactions; in their social affairs; and
in private and public life. The unique feature of the Islamic ethical system is that
it permeates all spheres and fields of human life. Islam also has its own
distinctive value-based ethical system for business dealings. It prescribes
certain specific guidelines governing business ethics, which are dictated
primarily by the notion of halal (lawful or permitted) and haram (unlawful or
prohibited) as per Islamic jurisprudence (Fiqh). This chapter explores the ethical
system in Islam, which is essentially a reflection of the divine commandments
 and guideline for the right and wrong and enumerates the general ethical rules
of business conduct.
The ethical system in Islam takes guidelines from the divine source of teachings
“The Noble Quran” and Hadith of Prophet Muhammad (SAW). The ethical
values set by Islam cannot be altered according to the will of human beings and
the situation they are in. The system is working for thousands of years and it will
do the same until the day of judgment. This system cannot be affected by the
cultural norms as Allah (SWT) is the one whose acceptance is most important
when it comes to performing the deeds in this world. In the Holy Quran,
Almighty Allah has mentioned the following values that Muslims must practice in
their lifetime.
 Almighty Allah is the only one to be worship.
 Parents must be dealt with kindness.
 Whenever a promise is made it, fulfill it.
 The poor and orphans are the responsibility of the society.
 Performing the religious duties set by Islam.
 Staying away from the deeds that are recommended as sin in Islam.
 Dear of Allah should be in the heart of everyone with the truth on the tongue.
 Killing a person is like killing the whole of humanity.
 Practice honesty in personal and professional life.

Islamic Code of Journalistic Ethics:

Mass media appear to be more practical
than abstract and philosophical. However, both news and entertainment convey,
reinforce, and are based on certain beliefs and value system. The epistemological
and the ethical foundations of contemporary mass media practices are deeply rooted
in the western ideologies and philosophies. The major motive behind all mass media
structures, practices and processes is based on sales values and governed by the
market mechanism.
Media code of ethics and watchdog mechanism are ignored by the media
practitioners because they contradict the prevailing social order and hinder the
pursuit of private good. The situation in Muslim countries, or of Muslim media
practitioners, is no different from that of the western media.
Various forms of mass media ethics pertaining to the rights, responsibilities,
freedom, and regulation of the press have been debated in European cultures since
the introduction of the press in the 15th and early 16th centuries. Most of these
debates focused on two areas: professional ethics related to the training of media
professionals; and normative philosophical theories of public communication which
bear on the professional obligations of media practitioners. In practical terms there
exist different codes of journalistic ethics in many nations of the east, west, north and
south. The process of mass communication is dictated by a journalist’s own vision of
what can be most readily sold to the public and in what form. That is why there are
‘codes without conduct, technology without humanity, theory without reality
[practice], global change without personal change, and personal ethics, without world
awareness.
In practice today there is no journalistic code of ethics based on the principles of
Islam, and a few scholars have attempted to define an Islamic framework for mass
media ethics. However, their thinking did not go beyond academic discussion.
That is why the Muslim Ummah of more than one billion has no control over sources
of information and the way it wants to disseminate news despite having more than
600 daily newspapers, about 1500 weeklies, 1200 monthly news and views
magazines, and about 500 miscellaneous Muslim publications. It is difficult for a
researcher to find a well-defined Islamic code of journalistic ethics. One can find
press codes in Pakistan, Turkey, Indonesia, Egypt, maybe in Iran, and a few more
Muslim countries, but most of these reflect, to a great extent, the same secular bias
that is part of the existing code of ethics in most other countries.
The first Asian Islamic Conference organized by the Mecca-based World Muslim
League in Karachi, Pakistan, in 1978 decided that co-ordination should be developed
between Muslim journalists to offset and counter the Western monopoly of the mass
media and its anti-Islamic propaganda. The first International Islamic News Agency
(IINA) was established by the Organization of Islamic Cooperation (OIC) in 1979 with
its headquarters in Jeddah, Saudi Arabia.’
The first International Conference of Muslim Journalists held in Jakarta, Indonesia, in
1981 endorsed a covenant for Muslim media professionals emphasizing that: Islamic
rules of conduct should form the basis for all Muslim media practitioners in their
journalistic endeavors and Muslim media should work towards achieving integration
of the Muslim individual’s personality. It was stated that the consolidation of faith of
the Muslim individual in Islamic values and ethical principles should be the main
obligation of Muslim media.
Since a journalist’s foremost concern is the dissemination of news, we have to agree
upon a definition of news that is permissible within the framework of Quran and
Sunnah. We have also to consider a process of news gathering, news making and
news disseminating that is acceptable within an Islamic framework. And in order to
compete with the existing information orders we have to provide theoretical
foundations and arguments as well a driving force that will ensure its implementation
among Muslim journalists throughout the world.
Before defining news and attempting to develop an Islamic code of ethics, let us
briefly discuss the basis of the Islamic moral system because it plays a very
important role in the realization of the Islamic worldview within which a Muslim
journalist has to operate and which is inherently different from the secular or Western
worldview. The central force in the Islamic moral system is the concept of Tawhid —
the supremacy and sovereignty of one God. Tawhid also implies unity, coherence,
and harmony between all parts of the universe. Not only has this, but the concept of
Tawhid signified the existence of a purpose in the creation and liberation of all
human kind from bondage and servitude to multiple varieties of gods. The concept of
the hereafter becomes a driving force in committing to one God, and the inspiration
as well definitive guidelines are provided by the traditions and the life of the Last
Prophet (PBUH).
An important aspect of the development of a professional code of journalistic ethics
is the training of Muslim journalists. There are numerous training centers to train
journalists in all other aspects of the job, but none where journalists can get training
on specifically Islamic aspects. There is an urgent need to establish an Islamic
Institute of Mass Media Research and Training.
To begin with, an active forum of Muslim media practitioners and academicians
could be created to exchange information about codes of journalistic ethics in Muslim
countries, and also to cooperate and coordinate with non-Muslim media
practitioners, associations and organizations that have a concern about media,
culture and religion. Such forum could later play a key role in the formation of an
international institute for media training and research for Muslim journalists.
Q. 5 Elaborate women as consumer of media with suitable examples.
Ans: Women as Consumer of Media:
By the late 21th century, women across the
globe focused on enacting political and legal reforms to extend women’s
equality and access to social institutions and to ensure protection of their rights.
It was a new era for women’s rights. Many women became politicized during
independence movements, as countries broke from colonial powers.

Media play important roles in society. They report on current events, provide
frameworks for interpretation, mobilize citizens with regard to various issues,
reproduce predominant culture and society, and entertain. As such, the media can
be an important factor in the promotion of gender equality, both within the working
environment (in terms of employment and promotion of female staff at all levels) and
in the representation of women and men.
The level of participation and influence of women in the media also has implications
for media content: female media professionals are more likely to reflect other
women’s needs and perspectives than their male colleagues. It is important to
acknowledge, however, that not all women working in the media will be gender
aware and prone to cover women’s needs and perspectives; and it is not impossible
for men to effectively cover gender issues. Nonetheless, the presence of women on
the radio, television and in print is more likely to provide positive role models for
women and girls, to gain the confidence of women as sources and interviewees, and
to attract a female audience.

Fair gender portrayal in the media should be a professional and ethical aspiration,
similar to respect for accuracy, fairness and honesty. The Global Media Monitoring
Project finds that women are more likely than men to be featured as victims in news
stories and to be identified according to family status. Women are also far less likely
than men to be featured in the world’s news headlines, and to be relied upon as
‘spokespeople’ or as ‘experts. Certain categories of women, such as the poor, older
women, or those belonging to ethnic minorities, are even less visible.

Men are also subjected to stereotyping in the media. They are typically characterized
as powerful and dominant. There is little room for alternative visions of masculinity.
The media tends to demean men in caring or domestic roles, or those who oppose
violence. Such portrayals can influence perceptions in terms of what society may
expect from men and women, but also what they may expect from themselves. They
promote an unbalanced vision of the roles of women and men in society. Attention
needs to be paid to identifying and addressing these various gender imbalances and
gaps in the media.
Participatory community media initiatives aimed at increasing the involvement of
women in the media perceive women as producers and contributors of media
content and not solely as ‘consumers. Such initiatives encourage the involvement of
women in technical, decision-making, and agenda-setting activities. They have the
potential to develop the capacities of women as sociopolitical actors. They also have
the potential to promote a balanced and non-stereotyped portrayal of women in the
media and to challenge the status quo.

Women’s exclusion from the serious news of the day was raised as early as
the 18th century by women suffragists and women’s rights activists in Europe
and North America. The early suffrage leaders needed the attention of the news
media to carry their ideas and activities to wider publics, but male-run
newspapers and magazines largely ignored the women activists. The news
outlets that did cover women frequently trivialized their goals. Women who
departed from the social norms of passivity and deference to male authority,
and the traditional roles of wife and mother, risked being characterized as
inappropriate, insane or misfits. If they demanded equality with men, the media
depicted them either as curiosities or as loud, militant and aggressive. Such
characterizations would continue into the early days of modern feminism.
Representation of female in advertisements and its effect on the purchasing
behavior of the customer, the study reflects representation of female in
advertisements and its effect on the purchasing behavior of the customer. TV
was selected as the medium for the study to check the female representation in
TV advertisements affects the customer purchasing behavior. How much it
influences on them. Study proved that female is represented negatively in the
advertisement now a days. Research tries to find out that how consumer
perceives it and how it affects. Cultivation theory and social responsibility theory
were used to check research.

Female representation in advertisements originally began with advertisements

on goods like adult entertainment and alcohol products. The style then widens
like a fire in the market and is continually broadly exercised while being inflated.
It now becomes a fundamental part to have a gorgeous female model in every
advertisement, which occasionally appears unneeded. They appear to
advertise everything from bikes to shaving gel. Several women right protesters
speak that the women are creature assigned as just an object by these
advertisements. Although the cruel reality is that advertisements portraying
women is more persuading to audience of all ages and advertisers have
adopted this. The advertisement begins with a pretty woman posturing in
different ways chased by the goods or the service presented by the advertiser.
The prettiness of the model already attracts the consumer, so advertisers do
not try to make more efforts to inspire them. The advertisers have an ethical
responsibility in the society. These advertisements have a negative impact on
the society and directs to difficulties faced for the common woman. The main
sick result is the passion of the female to obtain those nearly perfected bodies.
They are so forced to get thin bodies that they adopt the harmful methods to
attain the set objectives. They make disorders in their physical conditions get
artificial techniques which can at times result in severe harms. As well as those
who never create it to that end faces embarrassment and teased by everybody
in surroundings. Its outcome is in psychological diseases. Representation of
females in commercials is not bad but to represent them in a negative way and
conveying the false message in the society is harmful.