Nowadays, almost in all commercials feature female models for glamour irrespective of the character of the product being advertised.

The forum blasted advertisements for products like skin care creams as it undermines women as human beings and puts more emphasis on their external beauty.

Our advertisements also give a wrong impression about men's psychology.

One commercial shows the husband's dwindling interest in the wife because she has lost the glow on her face. The moment she has used the magic herbal cream or whatever, suddenly she is 'beautiful' once again and her hubby is smiling. Surely men deserve more credit!

Ads also often neglect their responsibility towards the society. Motorcycle commercials never speak a word about wearing helmets, a car ad doesn't include safe driving instructions and there is no monitoring of what is suitable for the children and what isn't.

Experts have found out that the playback music or the sound tracks of commercials are an effective tactic for motivating consumer minds. But the tendency is always to exploit.

"Media is an effective tool which can teach values to the society. But sound track advertising often fail to provide positive influence in the society," said Dr. Giti Ara Nasreen, professor of Mass Communication and Journalism Department of Dhaka University.

"Popularity of sound track advertising is alarming as it is not reflecting the proper role of gender of our society. Women are often shown in a passive role as a commodity," said Fawzia Khondkar, the deputy director of Proshika.

The advertising agencies claim that they have to go along with the taste of the consumers in this tough competitive environment. Multinational companies own most of the ad market and they have set this pattern of using women as commodity in commercials.

The newly formed forum would sit with advertisement agencies and owners of the products in a bid to find ways to insert values into the society through ads.