Muhannad Talal Okaz/Saudi Gazette JEDDAH — It was not long ago that parents used to sit with their children and watch commercials without having to worry that something inappropriate may come on. Today, the situation has changed as many TV channels broadcast commercials that children should not be exposed to. It is obvious that advertisers only care about promoting their products at any cost even if they have to pay TV stations to broadcast advertisements that contain subliminal sexual messages. In fact, today's advertisements have crossed the limit of what is socially acceptable and sadly they are being shown all over our TV channels.
Today's commercials do not only take advantage of women but also portray men in provocative ways. For example, it has become normal to see athletic men with their chests exposed as they promote anything from clothes, glasses to other men's accessories. In another example, a famous deodorant brand aired a commercial on several TV channels that shows a man and a woman riding the same elevator together. The elevator's doors close and when they reopen, the woman is shown checking out her attire and tucking in her shirt. It is a shocking scene for children and adults as well. Such provocative commercials help advertisers promote their products and attract customers' attention but they also ignite our youth's sex drive and, as a result, affect youth behavior and make them engage in taboo practices that conflict with our culture and traditions. The Ministry of Culture and Information should strictly monitor offensive advertisements and prevent advertisers from broadcasting commercials unless the ministry approved it. Advertisers who do not care about the influence inappropriate commercials have on children and parents should be banned from Arab TV channels.
