1.

ADVERTISING

Modern advertisement is a skillful way of blowing one's own trumpet. To speak highly of one's goods, it
has been raised to the level of the dignity of fine art. The most successful businessman is he, who knows the secret
of effective advertisement. The real worth of an article is of the little importance; what matters is the way in which
public attention is drawn towards it.
Men do not part with their money easily, but the clever advertiser can draw it out of the pockets of even the
most cautions and miserly customers.
Manifold are the means by which advertisements are broadcasted. The press is the most efficient and
penetrating medium of advertisement as it can reach the largest readership. The other media of advertisement are the
radio, the cinema, the television, show cards and electric flashlights, etc. Newer and newer devices are being
adopted everyday for the purpose of advertisement.
There is a great need to advertise one's goods. In an age of commercial competition, goods cannot be sold
without proper advertisement. If properly done, advertisement can help the public in choosing and buying the best in
the market. As we advance, we make new discoveries and inventions. We bring out devices for good and
comfortable living and we should tell the public what they are. Advertisement plays a very important part in this
respect. They bring profit to the producers and offer a wide choice for the public. Without advertisement our trade
and commerce would never flourish.
But every good thing becomes bad when abused. So is it with advertisements today, which has multiplied
to a large extent. As we open our newspapers, we find page after page filled with advertisements. The danger here is
that dishonest people who push up sales of useless items mislead people. People think that whatever comes in print
is true. They also think that when a thing is said to be good, it must be good. The advertising people know this. They
know that if a lie is repeated a hundred times, it sounds like truth and is taken as truth. This group psychology is
dangerous for public health and standards.
And there is another danger or abuse of advertisements. More is spent on advertisements than in making of
goods. This is done on the mere belief that the more money one spends on advertisement, the wider the market for
his goods. This is, no doubt, true, but this is also likely to result in two evils. Either the goods will cost more than
they are worth or the quality of goods will be deteriorated. The reason is that advertising costs a good deal. The
money invested in advertising will either increase the cost of goods. Or, if prices are not raised to meet the cost of
advertisements, they will use cheap and second-rate materials in the making of goods. In either case, excessive
advertisement is harmful to the people. In an age of commercial competitions, when several people produce the
same kind of goods, either of these evils is inevitable.
But these evils of advertisement do not mean that advertising is bad. The abuse of anything does not mean
that it is useless. We must use advertisement for letting the public know what goods are available. The motive of
advertisement should be first public service, then private gain. If this motive is present, advertisements do well to all
the concerned - the producers and consumers alike. There will be no danger of lowering the standards of commercial
morality so long as the producers and distributors choose service to the public as their aim. The danger comes when
private gain is made at the cost of the public good.