ADVERTISEMENTS

This is an era of globalization. We can not abstain from ourselves to be effected by the changes in the world. Any invention or innovation in the world can not be implied  within the country. The inventor has to get attention from the public of the world. The thing that can make popular his invention is advertisement.

We can not do without advertisements. They are very soul of  commerce today. They are the essential part of  modern trade that it is not possible for us even to imagine a world without advertisements. It is inconceivable how trade can prosper without advertising. A small business enterprise has to be advertised, people have to be informed through the press, handbill, painters, artist and cinema.

A look at the advertisements in newspaper gives us the impression of dullness. But look a little deeper, read a little more carefully, and you will find these advertisements very interesting and significant. Advertisements are the most interesting human documents of today. Like epitaphs on the grave or an entry in a parish register they are stories of themselves. Every advertisements that is not merely an imitation is like a lyric, sometimes you will find the same poignancy of grief , the same lyric cry even the same pulsating emotion in an advertisements that you find in a poem.

The typical advertisement of today, however, is the sharp and crisp one. The age we live in is a busy age, so busy, indeed, that we have no time to stop and stare. We are perpetually rushing on, and can gather impressions while rushing on  so impetuously. The expert advertiser knows this, and acts accordingly. A good advertisement is the best specimen of brevity; its proves that if brevity is not the soul of wit, it is decidedly that of success of advertising.

A good advertiser is always something of a practical psychologist. The aim of the advertisements is to make people buy the things that you would like to sell and the advertiser does not care what means he uses to achieve this end. He will flatter his customers by appealing to their vanity or sense of economy, their snobbishness or their prejudices. He will win them over by an appeal to their selfishness or self interest.

Advertising, therefore, does not depends so much on the quality of the goods you have to sell as on the quality of the mind that advertises. If you happen to be a little clever you can sell anything  you like at any price you like. There are genuine advertisements, no doubt, because without advertising how are you ever to make your existence felt in the world of today? But often it becomes necessary to cry at the top of your voice to attract the attention of the customers to yourself , and you must tell him how your goods are better than those of others; otherwise there is a very little chance of your selling them in spite of their superiority.

So advertisements may be more dangerous than live bombs and may spread more misery than a pestilence. Yet, we cannot do without them. The world we live in is too vast for us, too much complicated and complex. But for these advertisements we would lose our way in it. They are like so many finger posts directing us which way to go in this vast world of ours they are a link between one man. Advertisements have another purpose namely that of testing your commonsense. Every advertisements is a sort of test paper for your commonsense.