Conclusion

From the arguments and analysis made so far it can be concluded that commercials in Nepalese televisions are guided by the influence of overpowering male gaze. The overwhelming presence of male gaze has subordinated and neutralized the possibility of female spectatorship. Resulting monopoly of male gaze in television commercials and other media contents possess the authority to make definitions and produce meanings thereby contributing to a process of ideological formation in society.

Central to all these effects in television commercials and the society, who views them, is the voyeuristic and fetishistic impulses in the psychology of the advertisement designers and producers. In an effort to overcome the castration anxiety and fear, the voyeuristic creator or viewer takes recourse to either voyeurism or fetishism thereby victimizing the individual images. In this overcoming of fear most of the advertisements victimize women’s images or present men-women relation in the manner that satis.......................[some sections missing] ...........  ...........  ...........  ...........  ...........  ...........  ...........  ...........  ...........

[Copyrighted: unauthorized reproduction or copy is prohibited]...........

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................ ..........[some sections missing] ........... takes control over the images in the screen, it starts defining and categorizing them and thus producing or attaching meanings in them. Thus with this process, meanings are produced which in collective scale lead to ideological formations.