Abstract:
The research conducted to examine the effect of mobile television commercials on the moral values in the society of Pakistan. Although there is no general consensus about the relation between them but the results of the research illuminate the effect of the commercials on moral values of its viewers. Analysis of 300 respondents showed that the telecommunication commercials worsen the moral fabric of the society. Women are portrayed as a material to attract customers. The cellular services as late night calls and SMS Packages have negative impact on the youth. The misleading claims promote materialism in the society. The exaggeration in the information conveyed by ads and other such moral concerns has been highlighted in the research.
