Introduction: The word ‘advertise’ is derived from the Latin word ‘advertere’ which means ‘notice’. So advertisement means ‘notification’. In the modern age, advertisement is a kind of self-recommendation. The most successful businessman is he who knows the art of advertisement. In the modern business, the real worth of an article is of little importance; the most important thing is the way in which the public attention is drawn towards the article. Thus, the object of advertisement is to praise one’s goods, articles and to impress upon the public mind their superiority over the products of the same type.
Advertisement is of Ancient Origin: Advertisement is of ancient origin but advertisement in its present form is an outcome of the excess of industrialization. It is a weapon which can be used for any purpose with an intention or motive. In the present time, advertisement as an art and method, has reached the highest point of perfection. Cut-throat competition dominates the society. In every walk of life, this keen competition is visible. Advertisement is the only weapon which equips us to face the cut throat competition.
Advertisement is an Art: It is an art to write an advertisement. It may be comparatively easy to compose a poem, a short play or novel because the writer has freedom to make his competition short or long, easy or difficult. The advertisement writer has no such freedom. The subject is not of his choice and the space at his disposal is strictly limited. The meaning of the advertisement should be so clear as to flash upon the mind of every reader at the very first glance.
Forms of Advertisement: There are numerous methods and forms of advertisement, crude and subtle. Newspapers and periodicals serve as important channels of advertisement. Signboards, posters, handbills are equally important means of advertisement. Films, loudspeakers and radio sets are the latest sources which the advertisers have employed for their purpose. Writing on the wall is a crude method of advertisement. There are many other forms of advertisement. There is no limit to the capacity of human mind; hence there is no exact number of the methods of advertisement. Turn your eyes where you may, it must fall upon a piece of advertisement. Walls, roads, front parts of the shops, trains, cars, buses, railway stations-everywhere you find something for your attention. If you are witnessing pictures on the screen in the cinema hall, you are sure to have a glance on advertisement-slides during the recess.
The Uses of Advertisement: The use of advertisement is numberless. In this age of great competition, good quality of work alone will not do. Even in the case of first-class goods, advertisement is necessary. Without advertisement, international trade and commerce cannot prosper. Most of the newspapers would fail without advertisements, because advertisements feed newspapers to a great extent. Advertisement provides a help to the consumers who want to purchase the best article at the cheapest rate.
The Abuses of Advertisement: The abuses of advertisement are also numberless. In most cases, advertisement at present has taken the shape of cheating. Sometimes, the tone of the language used in the advertisement is indecent and offensive. Signboards and posters make the city walls and streets look dirty and untidy. The cinema advertisements have developed into a social nuisance. The scooters, tongas, rickshaws, taxis and other vehicles being fitted with obscene posters and pictures on them are used by the owners of cinema houses for advertisement. These pieces of advertisement corrupt the young boys and girls.
Conclusion: Advertisements reflect the culture of the people. A foreigner can form the opinion of every aspect of our life-art, moral, principles, culture, business, trade and intelligence by having a look at our posters and play cards.