تجارتی اشتہارات میں خواتین کاکردار؛ایک تحقیقی وتنقیدی جائزہ

Abstract

 Advertisements have become an essential part of trade and industry and female is the central character of this trading industry. In this modern era products get fame through advertisments in which woman is as important as soul in body. Due to this importance every trader and industrialist tries to present women and their beauty as a product and use women to increase their sale volume. In present age women have become a backbone of social and economical progress. This social character of woman was not started accidently. There is a long history of this character, females were brought out from their homes to industries with the slogan of freedom and rights. The movement of women rights and feminism was started to bring women in every field of life so that the burdon of duties of men may be reduced. But the women consider it their freedom and accepted double responsibility. Females were not taken to the social life due to care or sincerity but they were taken as an economical need. Unfortunately females were impressed by the slogans of freedom and rights and presented themselves for exploitation. The most dangerous form of their exploitation is their use as a product in advertisements.

Islam does not forbade from advertising or earning of women. There are not only the examples of advertising in the islamic history but also the earning of women are found. Islam permits women to earn their livelihood with some limitations. If we judge the role of women in advertisments regarding these limits, the result would be totally different.

In the present article we intend to intrduce and analyse the history of advertisments and the role of woman thereof, the impact of adds on female domestic life and Islamic point of view in this regard