Published Paper Details:

Abstract � Advertising is a field that has existed since the times of businesses, and as competition grew and more and more people started taking and interest in buying products that they like, from brands they trust, advertising took centre stage, becoming a pivotal source of dialogue from the brand�s side targeted towards the customers and consumers. As advertising grew in popularity the need to make advertisements that were better than the competitors became pivotal, leading brands to come up with new and exciting means of advertising themselves. It also became important to increase the effectiveness of the advertisements by targeting the correct audience and ensuring that the advertisement captured the attention of consumers. From this need, arose advertising agents whose job became to ensure that the brands message was communicated effectively through the advertisements and it reached the target audience. The advertising landscape changed majorly with the development of new forms of technology, namely, Radio, TV, Mobile, Social media etc. Most of these mediums still thrive but some have lost their shine. It is important for advertisers to choose a medium that helps them reach their target market. It is evident that advertising has undergone several major changes over the years, both as a creative process and as an industry. The representation of women and people of colour kept changing and reflecting the values held by the society at that time. The changes in the social norms have changed advertising as a whole, advertising depends on the consumers and the consumers and their likes and dislikes, as well as what is acceptable socially and what is not. Since these things are ever-changing, it can be said that advertising too, is ever changing.