Advertisements on Television easily affect minds of viewers and can easily help build viewer’s perception on various matters including gender roles and women’s sexuality. Thus when women are portrayed in advertisements as sexual commodities or deservedly second-class people being oppressed by men, it institutionalizes gender discrimination. Apart from portraying women as sexual commodities advertisements also demonstrate women stereotypically, reflecting existing defective value system and conforming the existing socio-cultural notion of women subordination. A gender writer Tazeen Javed (2005) mentioned in national daily, ‘The News’, that the women present by the media can easily be codified in categories such as, a women dependant on man , as an overachieving house wife, as physically beautiful . The continued projection of negative and degrading images of women in media must be changed. Content that reinforces women's traditional roles must be limiting. Today’s woman plays a vital role. Her role has changed from that of a house wife to a useful person in almost all spheres. She has proved herself as a potential political leader, a radical social reformer, an efficient office manger and so on. Women have decided to be free from old traditions, beliefs and feelings that have inhibited their self-expression and are an obstacle to their ability and their will. The media must also realize the change and should stop reinforcing gender differences.