Advertisement:Cultural Transfusion, Refraction and Evolution

Everyone in this consuming society is surrounded by advertisements from one's bedroom to the streets and to one's workplace yet rarely does one realize its impact on his life. It is so pervasive-one gets on television, radio, newspapers, magazines, internet, mobile, posters, leaflets, hoardings, wall paintings etc. on roads, walls, buses, trains and so on-that one finds it difficult to get away with it. That's why often it has been considered as 'omnipresent discourse.' Advertisement exerts a tremendous power on the people to educate and inform; to shape the values, attitudes, and lifestyles of generations grow up with it. It has become an aspect of our society and our life. People are exposed to advertisement more than any other forms of art and many of the images, feelings depicted in them seem familiar to the people and influence their lives. And above all they enjoy the power of mass communication in reaching people and become a part and parcel of the mass.