Gautam, Sita2022-09-022022-09-022009https://hdl.handle.net/20.500.14540/12706The present research has analyzed the representation of women in comparison to men especially in the advertisements broadcasted by Nepal Television Channel. This work has searched the answer of the question–how women are presented in the NTV ads and why. It is found that the ads broadcasted by NTV channel present women stereotypically to perpetuate gender discrimination and reinforces the patriarchal ideology. The trend of advertising helps to sustain the traditional patriarchal ideology. It is not able to inject the new vision of the mind into new generation.en-USGender discriminationNepalese advertisementsThesis