Advertisement Is a Legalised Form of Lying

ADVERTISEMENT IS A LEGALISED FORM OF LYING Necessity is the mother of invention' is an oft-quoted saying. But now-a-days the reverse of it is more true. In modern business, 'invention' is mother of necessityIn this age of machinery, newthings are produced everyday. Market is created for these things through advertisementBusinessmen advertise their goods in various ways and thus spread a knowledge of their goodsamong the customers.It is through advertisement that people begin to feel a need for even those goods of whichthey had never heard before. Advertisement creates demand. it is the backbone of commerce andIndustry. No business can stay in the business world without advertisement. A successful businessman is one who snatches away money from even the most miserly and reluctant customer.Thus, the business world rotates on the pivot of advertisement.As the world is progressing, so the means of advertisement are also increasing. We allknow that big posters are pasted on the walls, and handbills are distributed to advance the sale of goods. Walls are painted and big signboards are displayed on crossings and prominent places toserve this purpose. In a cinema hall, first of all we see the advertisement slides. A major part of thedaily newspapers is full of advertisement. 'Situations Vacant', 'Tender Notice', 'Educational', 'Lostand Found', 'Matrimonial', cinema advertisements, and advertisements of so many other commodities are regular features of all newspapers. Radio and Television also are being used asmeans of commercial advertisement.A good advertisement must have certain qualities. First, it should be based on human- psychology. A thing meant for ladies, should be advertised in such a way that they are attractedtowards it. If men are to be customers, then it should appeal to their tastes. Goods for differentincome groups should be advertised, taking into consideration their purchasing power. A motor car is a thing for the rich. Its advertisement must be touch