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Abstract

This article gives an overview of advertising, elements, roles and functions on advertising, advertising industry, society and advertising communication model, human behavioural development, moral theory and social learning theory, evolution of television industry in India and the background of the study. Television is the most powerful form of communication with a potential to inform, educate, persuade and motivate the viewers. It is one of the prominent Audio-Visual aid that has a lasting impact in the minds of the viewers. It provides clarity in the thoughts by providing updated information to the viewers. Television enables the viewers to judge and assess issues with proper understanding. Television is unique as it has a long lasting impact in the minds of the viewers when compared to other modes of communication.

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