Published Paper Details:

Abstract: Print advertising encompasses printed advertisements in newspapers, magazines, brochures, and on other printed surfaces, such as posters and outdoor boards. Flexibility in terms of rereading, reading out of order or moving through a publication at one's own pace is ensured in the print media unlike in the others. Since the printed message is less fleeting than broadcast and more concrete, people assimilate more with print. Print advertisements are richer in terms of details of the product/service, have an extravagant imagery and a longer message life. According to Kaptan and Acharya (2000), English newspapers attract forty eight percent of total advertising, earning rupees one thousand and fifty only from advertising alone in 1990 (ORG review, 1991). Operations research review reported that one third of all advertising in the English newspaper segment is for branded consumer goods. News dailies account for eighty seven percent of all advertising as against nearly thirteen percent by Hindi dailies. This in a way proves that news papers carry more prominence as an advertising medium. In this study have three objectives these are to find out the characteristics of the discourse of advertising, To identify key aspects that a consumer is drawn to by an advertisement and To understand the discourse of advertising prompts the desire to buy. in this attempt have been analyze how language play vital role on advertisements and print media.