This document summarizes and critiques several advertisements in Pakistan that promote unhealthy beauty standards or discriminate based on physical attributes like skin color or hair texture. It provides examples of advertisements from brands like Ponds that imply only light or clear skin is beautiful. It also discusses models who have spoken out against such ads and promoted accepting one's own appearance. The document concludes with information on Pakistan's media regulatory authority PEMRA and its role in improving entertainment standards and restricting inappropriate content on TV channels.

1. Hiba Shaikh
18S-MBA-BS28
UNETHICAL
ADVERTISEMENTS

2. Unethical Advertisements
Misusing of advertising channels for the
sole purpose of getting profits by the
companies, ignoring ethical values.

3. Gul Ahmed Breaking Stereotypes
Gul Ahmed’s TVC with #MeinPerfectHoon theme smashing
the stereotypes of the society.
The strong message of “own your, own imperfections”
conveyed by the brand for women to feel them complete.

4. Means: People with the dark
complexion are out of the game.
STRATEGY
1. Shows Skin Color
Discrimination
Ponds ad: dark out, white in.

5. Amna ilyas
a Pakistani model
confessed her skin is
dark and it’s totally
‘fair’.
Answer: My Skin Tone Is Unfair To Others

6. Priya Khosla
Ya
“Chirya Ka
Ghonsla”
Parachute Hair Oil:
making fun of frizzy
hairs.
MEANS: ones hairs
can make someone
imperfect.
STRATEGY
2. Making Fun Of Others

7. Answer: I Like My “Bird’s Nest”
Noor khan
A pakistani model/actor
owned her curly wavy
hairs and stand out with
‘I like my BIRD’S NEST’
and with this I’m totally
fine.

8. STRATEGY
3. Pointing Out Flaws In Skin
Ponds spot-less cream:
indicating black spots
are the real flaws on
the skin.
MEANS: “Only” clear
skin is beautiful.

9. Answer: I Like My Moles, It Wards Off The Evil Eye
Anum Asad
Pakistani actor stated
I’m good with my moles,
it protects me from an
evil eye.

10. Pakistani Law
What it Says?

11. Pakistan Electronic Media
Regulatory Authority
PEMRA
• Improve the standards of entertainment.
• It has authority to impose restrictions on the inappropriate content that
has been shown through the Pakistani TV channels.
Established on March 1, 2002. Pemra's main objective is to
facilitate and regulate the electronic mass-media industry.

13. IMPERFECTI-M-PERFECT
(MESSAGE)

14. THANK
U