Modern life is a very complex one. So, man has discovered many means to survive. There are many manufactures that produce essential goods. So it becomes necessary for them to keep the purchaser well-informed. The makers do it through advertisement. It is a mod­em art to reach the prospective buyers. Today advertisement plays a very vital role in our daily life. This art is based on the principle of human psychology. Needs and wants are the guiding factors. So, the businessman adopts such methods in order to attract the customers to his product. The advertiser also tries to create demand for the product if there exists none. Actually what we see is that good advertisements are the matured and ripe fruits of some clever thinking done by very sound and crafty brains. If the article is advertised again and again in a catchy and tasteful manner, it becomes very difficult to check temptation to buy it.

Uses— There are many uses or advantages of advertisement. It is a very effective means of publicity and propaganda. We can get all the necessary information needed by us from the advt. column of a newspaper. Advt. can be done through many agencies. Newspaper is one of them. Other means are the radio, T.V. and hand-bills. An­other very important function of advt. is that it has helped in stabilizing the production, keeping the standard of quality and preventing the fluctuation in prices. It has also helped in promoting trade and in creating demand. It has become a necessity in this age of science and technology.

Abuses— There is also other side for advertisement. Some crafty people try to cheat the purchaser through this media. It rather becomes very difficult for a purchaser to discriminate between the genuine and spurious goods. It is a pity that in such cases the general public has to suffer. Even then nobody can deny the usefulness of this media. Some common medicines have become a household name through advertisement alone. Hence, it becomes essential for the government to keep an eye on this powerful media so that undue abuse may not be practiced by undesirable tradesmen.