If advertisements merely sold products, it would cause less
critical concern than it does, but it sells images, dreams and
ideal ways of life. It sells, and then reinforces time and
again, values - those of consumerism and class consciousness;
and it trades in stereotypes. As discussed earlier, advertising
creates and sustains an ideology of consumption and it is a
social force affecting Indian homes today. Therefore, its impact
should be analyzed. Advertising is a social institution and a
necessary social evil. Advertising is a social institution and
its cost and benefit should be evaluated to determine the total
impact of advertising on our social welfare the issue is not
whether advertising is perfect, but whether the benefits of
advertising outweigh the costs making social welfare greater
than advertising. Sethi (1997) said that advertising is one of
the functions of mass communication. All productivity relies on
this medium of mass communication. Advertising diffuses
information about commodities, market