The portrayal of women in Pakistani Media is currently under scrutinty. The representation of women is being particularly questioned, including the use of female models on billboards in Pakistan. It is common knowledge that women in Pakistan typically do not expose much of their bodies. Most (muslim) women in Pakistan wear a Hijab which covers their hair. They also wear dresses that cover most of their body.
Recently, Pakistani fashion companies are removing the female models from billboards. Islamic "hardliners" are criticizing the fashion companies for the exposure of Pakistani women. An article from The Telegraph says that just last year there were dozens of billboards that were censored due to the uncovered status of female models' shoulders.
The main issue that many muslims have with these billboards is that the image of a muslim women is very important, and she is to be respected. Nadir Khan [cutsomer relations, manager of J Lawn] said,
"We feel that women are not to be flaunted across billboards."
When discussing the status and portrayal of women in advertising, blogger Komal Riaz posted on szabistthinkers,
"The over exposure of women around the world in advertizing is definitely a question of concern, but the matter is left untouched mostly. In Pakistan the situation may not be as bad, yet the portrayal of women in our own country isn’t very decent."
The image of women in Pakistani media/advertising is not only being criticized for hypersexuality but for the way in which they are placed inside a little gender role box. In the Blogs section of The Express Tribune, Imaan expressed her concerns.
"However, recently, I have noticed a certain patterns in these commercials; projecting all little everyday commodities to be the Pakistani woman’s ultimate achievements. "
She also says
" [referring to a detergent commercial] Now that we are talking about this detergent, might I add that the Pakistani woman’s biggest problem is not being able to get that saalan ka daagh (curry stain) out of her husband’s dress shirt? When her husband’s honour is stained along with his shirt and he raises that you-are-so-dead eyebrow, she will be reminded of her place!"
So what types of questions are these issues raising? First, the billboards. The display of female models on billboards is criticized by many muslims for oversexualizing or flaunting women. However, the same billboard in the U.S. would be seen as modest. The U.S. and Pakistan have very different ideas about the image of women and the way that they are/should be portrayed in the media.
Then, the advertisements. Blogger Imaan is concerned that women are portrayed as dimwitted housewives in Paknistani advertisements. A Pakistani housewife lives to care for her husband and children, and the household. Her first priority is her husband. This display shows how the Pakistani media's take on the husband and wife relationship. The media is one of the biggest role models for young people, and the way in which these advertisements will affect young women in Pakistan should be considered. With advertisements such as these, the traditional gender roles will continue to flourish.