Propriety Audit of Child Model in Advertising Cycle

ABSTRACT: Application of child model in advertising world undoubtedly creates a new dimension. The presence of children in advertisement of any product or service which is mainly produced and served for the children only is able to create an impact on the society. The producers and sellers may encash such impact if they apply child models logically in advertisement. But now- a- days, without considering the necessity the appearance of child is coming up at random in different media in favour of different goods and services. This misapplication of child model in advertisement invites “Propriety Audit of Child Model in Advertising Cycle.”

Considering the truth of ‘out of sight, out of mind’, the big shots of business world have taken the shelter of advertisement only for sustaining the existing market share and to penetrate the new roots of market. In the question of struggle for existence, advertisement is the most powerful weapon in the modern business world. The concept of open trade policy treats the word ‘monopoly’ as obsolete, consequently advertisement spreads its aggressive influence from workplace to bedroom. Though it can’t be said after discussing the history of advertisement that from its very moment of birth it has been being used as an instrument of sales promotion. The application of advertisement is first marked as the means of communication. But due to rapid industrialsation, growth of population and change in market scenario the basic concept of advertisement has been changed and a new horizon of advertisement has come into existence.

In pre and post independent period only the business houses made advertisement to compete with the competitors. But, at present days the non-profit seeking organizations are not beyond the touch of advertisement. With the help of both these organisations many children, young boys and girls have come to lime light. For example we can mention an advertisement in the fifties of 19th century which was sponsored by ‘Kolley Company’ – a renowned biscuit manufacturing concern of Kolkata. The models of that advertisement were immortal film actor Uttam Kumar and his child Goutam. This incident proves that the thought of using children in advertisement is neither a novel matter nor an exceptional incident.

Usually, biscuts, cakes and lozence producing concern began the use of children in advertisement. But the changing environment of business world pulled out child models in the world of advertisement and now it is considered as a vogue. In the era of globalization each and every producer wants to prove the supremacy of their products or services over the competitors. As a result of it, so many competitors consciously or subconsciously involved in a war which is popular as advertising war. This war opens the door of advertising world infront of children and consequently we can observe the unwanted presence of child model in various advertisements. The form of advertisement of ‘Forhans’- dental powder – was - a little girl was laughing loudly at the time of learning how to swim with the help of her father. The headline of that advertisement was – “Those wonderful years, when she wants to learn, teach her proper dental care with forhans”. In the advertisement of ‘Pepsodent’ – dental cream – a child remarked– “sarirat kitanuse larta rahata hai, bilkul meri didiki tarha.” ‘Colegete’–dental cream – generated a safety circle where there was present a baby with her parents. In modern times, a pair of statement of a girl and a boy in the advertisement of ‘Clinic Plus’ – shampoo – is not beyond our vision. Hence, the girl demands – “Mai rani tu meri chakrani” and in the same advertisement the boy declared – “Tu meri swapnaki rani”. Most of these advertisements fail to prove logically the causes behind the presence of child models in advertisement.

In 1950 child model in advertisement was very rare. Actually, in 1960’s this practice started rapidly and from 1970’s and onwards the application of child model in advertisement established new dimension. In this connection we are bound to recall the face of a sweet little girl who posed placing her pointer finger on her lip and the caption was – “Murphy delights the home!” The words of mouth of a boy and a girl – “I’m a complan boy”, “I’m a complan girl” in the advertisement of ‘Complan’ – a nutritious drink – are still present in our ears. In the advertisement of hajmola of ‘Dabur’, the statement of a child – “Hasjmola Sir!”, the intention of a little girl in the advertisement of ‘Pears’ soap – “Mummy jasee sunder bane”. etc. are the burning examples of proper application of child models in commercial advertisement. Like commercial organization many non-profit seeking concerns are doing advertisement with an object to promote social awareness in different angles among the people of the society. The presence of child model in non-commercial advertisements is not a rare case. In the advertisement of National Literacy Mission, the presence of child models draws our attention. The caption of that advertisement – “Chal parai kutch kar dikhai” – undoubtedly create a hope of light in the dark of illiteracy. An attack on the poor father by a lot of children and their sought – “Ba-Ba-Ba-Ba” – has sent a special message in our social life and that is – “A small family a happy family”. It was sponsored by the department of Health, Government of West Bengal.

It has been mentioned earlier that the application of child model in advertisement just opens a new route. But it is the right time to analysis to what extent the children are being used properly in the world of advertisement and consequently the concept of ‘Propriety Audit’ comes into consideration. The term ‘propriety’ connotes the level of rightness or justness. From auditing aspect, propriety audit may be defined as an appraisal of rightfulness of any executing actins and plans. In the light of propriety audit some unavoidable questions are raised in the society about the application of child model in advertisement and these are: what are reasons behind the entry of child models in the world of advertisement? How does the advertising world influence the child models? Is the advertising world really inactive without child models? What is the prospect of child models in advertising world? Before going into searching the probable answers of these queries, one thing should necessarily be mentioned and that is the main aim – sales promotion – of advertisement. Though advertisement was introduced as a means of communication but at present it is used as a weapon to draw the attention of the people of the society by hook or by crook. At the very birth, advertisement was published only in the papers and consequently the sphere of it was very limited. After some time the area of advertisement expanded gradually through audible way, but with the help of audio-visual way now it is universal.

Reasons behind the entry of child models in the world of advertisement: Before starting the discussion, one thing may better be noted that all sorts of decisions on behalf of children are taken by their parents or near relatives. Therefore, initially the desires of parents push the child into colourful world of advertisement. Most of the guardians prefer to see photograph, movement and hear the voice of their words in the newspaper, magazine, television and radio respectively. In addition, the guardians being overwhelmed with joy regarding the sunny future of their children are trying to open the door of advertising world in front of their children for ensuring their certain future. They also believe that if their child has got a chance as a model in any advertisement then their chance in the film is nothing except a matter of time. Therefore, some children make their position permanently in advertising world through applying their individual creativity and efficiency. In such a competitive situation no guardian is ready to deny such a great opportunity.

Influence of advertising world on child models: It is better to say in the context of the second question that advertising as a profession is able to influence continuously the guardians and the society of children. The continuous flow of children in the world of advertisement establishes this truth. But it is the high time to think on the part of the guardians how far the future of children in this world is certain. The endless waves of changes are changing the form and nature of advertisement in every moment. What is new today is old tomorrow – this truth flashes in the mirror of our mind when ‘License’s’ Rahul and the face of Raju, the child model of ‘Horlicks’ appear. “I love you rasna” in the mouth of Gita, the child model of ‘Rasna’ has been lost in the unfathomable depth of forgetfulness though once it reached the apex of opportunity. In modern times, the market has been captured by the expression “Very good, give more and more” of the child model of ‘Bigones’ – a renowned brand of ice-cream. Therefore, the world of advertisement never ensures the certain future of children.

Applications of child models in the world of advertisement: It is necessary to mention the main object of advertisement once again while discussing the third question. Today’s advertisement is nothing but a weapon to promote the sales line. For attaining this goal advertisement has turned children into commercial goods and we can observe it easily if we cast our eyes on ongoing trend of advertisement. At present, the producers of shirts, shoes, medicines, biscuits, lozence, baby food, soap and even washing detergent powder use child model in their advertisements most unscientifically. The expression of a child model – “Likhtee likhtee love ho gay” – in the advertisement of ‘Rotomax’ – ball pen and in the expression – “Thick thamma tomar motto” – of a little girl in the advertisement of ‘501’ cloth washing soap may be considered as the burning example of misuse of child model in advertising world.

Role of child model in advertising world: The entry of child model in the world of advertisement is nothing but a routine change only. But, it is very difficult to say certainly about when and how child model was applied in advertisement. Goutam of ‘Kolley Biscuit’, Gita of ‘Rasna’, Alankar alias Raju for ‘Horlicks’ may be considered as the path-finders in this new dimension. Though the flow of child model in advertisement appeared in the seventies, it is following yet with more speed. The bright presence of a child with cricketer Sachin Tendulkar in the advertisement of ‘Britania’, a question of a child – “Ap mujka budhu samajhata hai” – to the actor Amitav Bachan in the advertisement of ‘Pepsi’ and such presence of many children in uncounted advertisement on many occasions may generate a thought that childless advertisement is almost impossible. But all of us are aware that nothing is indispensable and in the practical field nothing can continue for a long time. With the passage of time there will be an ebbed tide in the force of child model in advertisement or a change may come in the application of child model. Without considering the necessities, advertisers are running after the competitors and its reflection occurs when we see the presence of child model necessarily or unnecessarily in the advertisement of various homogeneous products viz., ‘Boroline’, ‘Borocalenula’, ‘Boroplus’, ‘Keokarpin’ etc.

Prospects of child model in advertising world: One pertinent question – what is the future of child model may arise specially when we are trying to disclose the prospects of child model in advertisement. It is a very difficult but undeniable task to discuss the future of child models in advertisement. There is no doubt that a signal of a beautiful and certain future insists the guardians to push their child in the world of advertisement but now it is very urgent to open how far this expectation has been fulfilled in real life. The names of Baby Gita, Alankar, Shikharani’s Bag, Dais Irani, Baby Nag etc. are sufficient enough for disappointment of the guardians and the children also. All of these models made a stir in the first step but they failed to stay in the world of advertisement permanently though they appeared in one or two films in the subsequent times. Lastly one thing is to be mentioned very clearly that is the effect of tough competition. Every child model has to struggle every moment with an object to save himself or herself from the hands of this competition. Some survive for the strength of fate or for individual efficiency in the world of advertisement, but they are very few in number.

References:

1) A Text of the lecture delivered by Stephen Greyser on “Some Reflections on the Social Impact of Advertising” in the 13th Asian Advertising congress, New Delhi.

2) A Text of the lecture delivered by Christopher Howes on “Advertising and Social responsibility” in the 13th Asian Advertising congress, New Delhi.

3) “Economic Effects of Advertising” by Shyamal Ghosh, The Economic Times, 5th April, 1978.

4) A Text of the lecture delivered by Dr. B. K. Basu on “Social Impact of Advertising” in the Dept. of Commerce of Addra University, Waltair

5) “An Insight into Auditing – a multidimensional approach” by Dr. B.K.Basu, Basusree Book Stall, Kolkata, 2004.

6) “Social Audit of Advertising”- a research work by Dr. Nilay Kumar Saha under the University of Calcutta in 1997.

7) “Advertising: Attacks and Counters” by Prof. Stephen A. Greyes, Harvard Business Review, March – April, 1972.

8) “Panjika: Vigyapane Samsj Darpan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, July-Sept., 1998.

9) “Vigyapane Angabhasar Bibartan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, April –June, 2004.

10) “Vigyapane Ma” Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, January-March, 2005.

Bengali Almanac: The Forgotten Route of Indian Mass Communication System

Abstract: The first printed Bengali Almanac came into light in 1818, just before the publication of Bengali Daily ‘Sambad Prabhakar’ by Iswar Gupta in 1839. Before introduction of printing as a medium the hand written Almanac was so much popular in the society of India specially for religious purposes. But after the introduction of printing technology, Bengali Almanac started to incorporate gradually information relating to different fields viz., transport, education, administration, health, post and telegraph, registration of properties, law and justice, weather forecast, agricultural guidelines, trade and commerce, functions of municipality, savings opportunities, policies of government including five years plan, social and political awareness etc. It is fact that only due to competitive attitude; the publishers of Bengali Almamac took initiative to incorporate multidimensional information in their publications and this trend was continued over a long period of time. Without any hesitation we can claim that this information not only enriched our knowledge but also ensured a complete hazardless social life for Indians. In the era of information technology almost all of us forget the contribution of Bengali Almamac in Indian Mass Communication System and hence this work is an attempt to recognize the contribution of Bengali Almanac in Indian Mass Communication system through memorizing the information which was published in Bengali Almanac over a period of two hundred years.

Background of the study: The concept of ‘Mass Communication’ is an extended form of communication system. Simply, mass communication indicates a technology based process of spreading a message among much extended audience. Probably the term ‘mass communication’ was included in dictionary just after the discovery of movable type machine by gold merchant Gutenberug of Germany in 1456. After a long gap in the year 1780 Games Augusts Hiki published first newspaper in India and the name of that newspaper was ‘Bengal Gazette’. The place of publication was Calcutta now renamed as Kolkata. Thereafter, Iswar Gupta published first Bengali daily ‘Sambad Prabhakar’ at Calcutta in 1839 and in this way the print media became resourceful and took active part in mass communication. Just before the publication of Bengali daily the introduction of printed Bengali Almanac by certain Ramhari of Sreerampore in the year 1818 added a new dimension in Indian communication system. Hence, one thing is to be mentioned clearly that we failed to trace out that one. We get another publication of Bengali Almanac in the same year and that copy is still in the rare book division of National Library, Kolkata. From this copy we came to know that it was published by a Brahmin named Durgaprasad of Jorasanko, Calcutta. The interesting matter is Durgaprasad dedicated this publication in the name of Ramhari. ‘Biswakosh’ claimed that Sanders Company of Calcutta, published first Bengali Almanac and this work was carried out by Haladhar Biddyanidhi. But this one is also beyond our reach. Along with Bengali Almanac the gradual inclusion of various wings of print media viz., newspapers, journals, magazines, books and other printed matters made the route of mass communication smoother. The contribution of all wings of print media in connection with mass communication was highly recognized by the then society and still that trend is going on. But unfortunately the contribution of Bengali Almanac in Indian mass communication system is still remaining behind the screen.

Contribution of Bengali Almanac in Indian Mass Communication System: According to Oxford Reference Dictionary ‘Almanac is a calendar giving important dates and information such as the phases of the moon’. In general, almanac may be considered as a book based on five wings viz., Bar (Day), Tithi (Lunar Day), Nakshatra (Star), Yoga (Auspicious Moment), and Karan (Part of the Lunar Day ), for assessing the time of sun rise, sun set, moon rise, moon set, ebb and flow of the Ganga and other auspicious moments for social and religious purposes. Before introduction of printing as a media the hand written Almanac was so much popular and served various information mainly for religious purposes. So, from the very beginning Almanac acted as an important wing of communication. But after introduction of printing technology the rich men of the society became very much interested for publication of Bengali Almanac keeping in mind the growing demand of Almanac in the society. A result of it the number of printed Bengali Almanac was increased rapidly year after year. In this connection one thing is to be mentioned clearly that only for the competitive attitude, the publishers of Almanac started to incorporate various relevant information along with the basic guidelines in their publication. There is no doubt that only the profit motive through maximising sales stood behind such activities of the publishers of Bengali Almanac. On the contrary, standing in the era of technology we can’t ignore the relevance of various information which was incorporated in the Bengali Almanac in different times because all of this information played an important role in complete social life. In addition, these were helpful very much for the reformation of a country like India just after getting independence.

Now, how Bengali Almanac served as an important medium of mass communication may be explained through memorizing the information which were incorporated in various Bengali Almanac in different times in different fields viz., transport, education, administration, health, post and telegraph, registration of properties, law and justice, weather, trade and commerce, functions of municipality, policy of the government, social and political awareness in different fields etc.

In the year 1825-26, information relating to court fees and postal charges were included in the New Bengali Almanac. The information relating to postal charges were entirely based on distance. These were – from Calcutta to Barrackpore, Hoogly, Tamluk etc. require two annas (anna means one-sixteenth of Re.1) as postal charges for one bhari (an unit of weight equal to 180 grains or a little over 11 grams) weighted letter, four annas for Birbhum, Khulna, Midnapore, five annas for Barishal, Cuttac, Dhaka, one rupee five annas for Bombay, two rupee fifty paisa for Shilong due to road hazards. Inclusion of this information undoubtedly did a lot for keeping the postal system regular through informing the society about the postal charges.

In the year 1835-36, information relating to twelve zodiacs for twelve months was incorporated in the Bengali Almanac and it directed the society for engaging agriculture, trade, or commerce. The inclusion of Indian’s geographical and historical identity based on mythology and history opened a door of knowledge for the nation.

In the year 1841-42, Calcutta Christian Society published first Christian almanac in Bengali. Along with usual information, information relating to rules of post office, time of Supreme Court, conversion from sikka (an obsolete rupee-coin of India) to rupee of company etc. was included there. Lastly, a discussion on different missionary societies undoubtedly added informative value of this publication.

In the year 1843-44, Oriya dates and Hindi dates were presented separately along with Bengali dates in the Bengali Almanac. Perhaps the geographical location of Orissa and Bihar motivated the publishers to do so.

Under the head of ‘Postal Charges’ we are informed about an unknown means of postal department named ‘Banki’ in the New Almanac of 1846-47. Usually, the big sized and weighty goods were transmitted by this system.

The norms of ‘Stamp Act’ of Calcutta were published in the New Almanac of 1847-48 and it ensured transparency of all forms of transactions in society.

New Almanac of 1852-53 disclosed the list of holidays with causes for full and half closing of government houses. The non-government houses also followed this list and the entire nation of our country was forced to follow this book for protecting their interest.

The time of ebb and wave of Ganga incorporated in New Almanac of 1854-55 and it boosted up the system of irrigation for the development of agriculture in India.

In the year 1855-56, Sendaras, Conos and company published New Almanac. It mentioned the names and tenure of the Governors of India from 1st January, 1689 to 1st May, 1854. This list of names of Governors is still considered as a ready reference. This issue also informed the society about the norms of journey in railways. A few of these are – passengers are requested to come to the station fifteen minutes before the departure of the train, the booking counter should be closed before three minutes of the departure of the train, half-ticket is necessary for the passengers who are exceeding eight years of age etc.

In the same year Vernacular Literature Committee published a remarkable Bengali Almanac. Its first part was covered with usual information and the second part served various relevant information and some of this are – district wise list of three hundred and nine reputed fairs in Bengal, direction on month-wise agricultural function, the detail information regarding postal department, railway department and about different diseases in Bengal and the remedies also.

The publisher of New Almanac of 1856-57 declared gladly the news regarding inclusion of various information in his publication. For example, information relating to railways disclosed that smoking is strictly prohibited at the station and in the train also; information relating to postal charges mentioned that Act No. 17 of 1854 in connection with postal charges is valid up to 1st October, etc.

New Almanac of 1860-61 explained elaborately the functions of Supreme Court. From this information still we may collect information about the distinction of ‘Term’ and ‘Sitting’. Term extends to 28 days and it deals with civil suit. Contrary, Sitting extends to 14 days and it deals with both civil and criminal suit.

Tax of land, house, water, light, car, license, horse, palanquin etc. was incorporated in Bengali Almanac of 1866-67. Tax on above mentioned subjects was reflected separately for inside and outside of Calcutta.

New Almanac of 1867-68 mentioned the existence of water transport system in the then India. India General System Navigation Company and Bengal River Company were engaged for carrying out this transport system.

Directions about Indian Income Tax appeared first in New Almanac of 1869-70, though Indian Income Tax Act was introduced in the year 1961. Most probably the British Government tried to impose the tax rules of their country as Indian Income Tax Act.

Indian Income Tax Act 1961 incorporated in Bengali Almanac in the year 1870-71. In the same year Chandradyoy Press published New Almanac. The publication of Chandradyoy Press became remarkable for an announcement which was – Smoking is strictly prohibited in Train and at Station; any violation invites a penalty of Rs 20.

New Almanac of 1871-72 disclosed various information in different fields viz., court – names and salary of judges in High Court and Lower Court, names of pleaders of High Court, expenditure of Lower Court etc - , education – names of the fellow of Universities, names of the employees of education department etc - , administration – name of magistrates, deputy magistrates, collectors, deputy collectors, commissioner etc.

Gupta Press Almanac was started to publish in the year 1869-70 and this publication is still going on. Over a long period of time how Gupta Press serves the society through its publication is explained here. Information relating to municipal tax, norms of trade license, Stamp Act. 1869, tax on land and house properties etc. were incorporated in the year 1878-79. Norms of insurance, application or use of Post card, rules and fare of Railway, registration procedures of birth and death etc. were highlighted in the year 1884-85. Structure of tax on income, post-office savings bank, fare of Calcutta Tram ways etc. were incorporated in the year 1888-89. Revenue Act of Bengal 1885 included in 1892-93. List of holy places along with guest houses of pilgrims and an important directive for their protection from the hands of Brahmin priests who were acting as their guides etc. were inserted in the year 1896-97. Names of seven days and twelve months in Bengali, English, and Arabic were added in 1917-18. Information relating to tax on water, fruits, and roads, section of undivided Bengal, direction regarding use of National Flag, detailed analysis about Third Five Year Planning (1961-66), information regarding 1st introduction of National Savings Certificates (NSC), information about Jute Corporation of India, pin code of largest post offices in India, phone numbers of police stations, eye banks, blood banks of Kolkata etc.were incorporated gradually in the Gupta Press Almanac from time to time.

Sri Durgacharan Gupta, publisher of Guptapress Panjika, stated in the preface of his publication for the year 1880-81 that – ‘This Almanac is fully illustrated with engravings. It contains the auspicious days of the year, dates, days of the week and year in Bengali, English and Moosulman. Astronomy, Comparative time of the principal places in India, Holidays in Government offices, Calcutta High Court, Small Causes Court and Moffusil Courts, and in other places, Royal Family. Population of India, Stamp Act, Postage rules and Postages both English and India, Telegraph rates & rules, Registration fees, Limitation, Railway time and fare and rules, Lincences, Taxes, Court fees, Exchange table and other calculation tables, Calcutta Customs, and many other usual information.

In the year 1880-81, the publication of New Victoria Almanac and Large Directory added value in the world of publication of Bengali Almanac. Inclusion of two additional directories along with main stream of this book served various information relating to administration, business, industry, and other necessary fields. From this issue we came to know that the construction of Hoogly Bridge was started in January of 1853 and completed in December of 1874. The total amount of expenditure was Rs. Twelve lakhs and we get the name of Bradford Lesley as constructor. We came to know from the first directory of this Almanac that High Court was established in 1st July, 1862 and out of fourteen judges only Rameshchandra Mitra was the only Bengali. This part also informed us that the Calcutta University was established in 1857 and its Board of Examiners was established on 24th January, 1854.

Guptapress Panjika of 1881-82 disclosed what information are essential for registration of birth and death. The required information for registration of birth are – time of birth, caste, sex, father’s name, father’s occupation. Incase of death – time of death, caste, name, sex, age, cause of death, place of death etc. are the required information.

In the year 1882-83, Sri Benimadhab Bhattacharyya published College Almanac. Multidimensional information was included there under three different directories. The first directory served information about Embrace of India, Prince of Wales, State Secretary, Governor General of India, Commander-in-chief, Foreign Dept., Dept. of Finance and Commerce, Home Revenue and Agricultural Dept., Accountant General of Bengal, Board of Revenue, Bengal Police, Calcutta Police, Calcutta Municipality, All banks of Calcutta, Calcutta University, Board of Examiners, Medical College, Other colleges and schools in Calcutta. The second directory is concerned with information regarding various districts in Bengal. The name of every sub-division, name of district head quarters, name of District Magistrates and other responsible officials were included there district wise. The third directory informed the society about Bengal Chamber of Commerce, Brokers Exchange, different Life Insurance societies, Asiatic Society, Public Library etc.

P.M.Bagchi’s Directory Almanac was first published in the year 1883-84 and still it is going on. Bagchi’s contribution upgrades the concept of Directory in the world of Bengali Almanac. Simply, directory means direction in various fields. In the first publication, it introduced three separate directories viz., Moffusal Directory, Calcutta Street Directory, and Calcutta Transport Directory; all of which were very much essential for smooth running of the then society.

‘Bisuddha Siddhanta Panjika’ was first published in 1890-91. The inclusion of this Almanac introduces a new method of calculation based on more upgraded and advanced technology and a conflict began to start among the oldest way of calculation and this one. The contribution of this publication as an important medium of communication is remarkable like other Bengali Almanac. In the current year’s publication, the incorporation of information in connection with restricted holidays, holidays under N.I.Act. and extra holidays under Executive Order are sufficient enough to establish the reality that Bengali Almanac is still acting as a powerful medium of mass communication.

Nityalal Sen reported a peculiar event in his published Bengali Almanac in the year 1891-92. The reported event was – without Para suit only with the help of a balloon Percival Saheb first flew at Garrer Math and landed at Bashirhat. The inclusion of this event in Bengali Almanac is undoubtedly proving the importance of Bengali Almanac as a medium of mass communication.

Mohammad Rayoajuddin Ahamad published Mohamadiya Almanac to save Mohammedans from the influence of Hindu Almanac in the year 1896-97. This publication covered various relevant information for Hindus along with a detail discussion about all the Mohammedan States all over the World.

The publication of P.M. Bagchi’s India Directory and Panjika in the year 1899-1900 created a new horizon in the firmament of publication of Bengali Almanac. It comprised of four parts viz., ‘Maffoshawl Directory’, ‘Calcutta Street Directory’, ‘Jan Directory’, along with first part which covered the usual matter of Almanac. This publication undoubtedly radiated the rays of information in different fields among the nations.

Guptapress Directory Panjika of 1913-14 published the norms of telegram. From this information we came to know that telegram was not accepted in Sunday, Christmas, New year’s Day, Good Friday, Birth day of king and other holidays.

In the year 1920-21, Sri Nirapada Dev Sharma published Nababibhakar Panjika and Directory. This Bengali Almanac covered nicely the administrative rules of the then India in brief. The names and address of the pioneer newspapers in those days and the address of Calcutta’s orphan homes were also covered by this issue.

Bangabashi Panjika O Directory published in the year 1922-23 and announced that ‘Bangabashi is the best news weekly of Bengali’. ‘Bangabashi in Hindi is the best news weekly of Hindi’ and ‘The Telegraph – The cheapest and the best English weekly, published every Saturday’.

P.M. Bagchi’s Directory of 1925-26 defined the process of measurement of paddy, cloths, gold, silver etc. This information also covered the weight taking system of doctors.

Guptapress Panjika O Directory of 1926-27 added additional information for Post Office Savings Schemes which was incorporated first in the same publication in 1915-16. The additional information disclosed the maximum limit of investment in post office both in favour of an adult – Rs 5000 – and a minor – Rs 1000. There was no discrimination in interest rate - @ 3% p.a. on the amount of investment – for the adult and minor.

This publication also mentioned that there were thirty two words under the then Calcutta Municipality. Bengal was a cluster of five divisions’ viz., Presidency, Burdwan, Dhaka, Chattogram, Rajsahi and there were twenty eight districts and eighty two sub-divisions under these five divisions.

We came to know that the head quarter of Calcutta Police was situated at 18, Lalbazar Street. There was a list of police stations of Calcutta based on court viz., Jorabagan Court, Bankshal Court, Sealdah Court, Alipore Court etc. We also informed about police hospital and police training school from this publication. The norms of procession at Calcutta, the worth seeing places of Calcutta, the names of hospitals and medicine shops at Calcutta were nicely highlighted here.

Incorporation of ‘Administrative policy of Calcutta Corporation’ in this publication informed us that the duration of functioning of a newly constituted council was restricted to three years and the total number of councilors of the then corporation was eighty five.

P.M. Bagchi’s Directory O Panjika of 1931-32 defined the application process of Thermometer. In the same year, Guptapress Directory Panjika started to incorporate the day of birth and departure of supermen.

The publication of Gupta Press of 1940-41 created a new route of up gradation of the country and the nation through various interesting stories. The information which were highlighted by the story named ‘Light and Dark’ are: The government allotted Rs. 550000 to Dhaka University and Rs. 485000 to Calcutta University in the year 1940-41; The budget of 1940-41 allotted Rs. 450000 (approx) for secondary education; for the promotion of women education, government extended the hands of co-operation etc.

Guptapress Directory Panjika of 1952-53 disclosed directions for voters, application of national song, national flag and about national symbol. On that time, Bengali Almanac performed completely the function of Election Commission through publishing the printed guidelines for voters.

With an object to maintain uniformity in calculation of Bengali Almanac; the Government of India formed an Almanac reformation committee under the Presidentship of scientist Dr. Meghnath Saha in the year 1952.The committee submitted report in 1954 and as per recommendations of the committee the government came forward and started to publish Rashtriya Panchanga in ten different regional languages viz., Bengali, Hindi, English, Urdu, Telegu, Tamil, Cannor, Malayam, Marathi, Gugrathi in the year 1957-58 . Now, this function is carrying on by the Indian Meteorological Department. At present, four more regional languages - Oriya, Sanskrit, Asamiya, and Punjabi - added with the previous list. Rashtriya Panchanga followed the same route like other Bengali Almanacs during the first ten to fifteen years of it publication. Along with usual information, Rashtriya Panchanga in different regional languages also informed - Our India towards a Socialist Society, Importance of Planning, Necessity of Savings, Principal targets of development and production in the Second 5-Year Plan Period, Indian Industries and Minerals, Transport, Agriculture, Irrigation and Power, Employment, Education, Social Services, Community Development Projects and National Extension Services etc. - the society about the ways of reformation of the country just after independence.

Rashtriya Panchanga of 1958-59 encouraged the nation of the country to invest in various savings options introduced by the Government of India viz., 12 Years National Savings Certificate, 10 Year Treasury Savings Deposit Certificate, Post Office Savings Bank Account etc. The same publication of the next year i.e., in the year 1959-60 published the norms of measuring weight under metric procedure with an object to maintain uniformity in this respect all over India. ‘Help the plan – help yourself’, ‘Planning for prosperity’, ‘Help yourself – through helping the Plan’ etc. was announced for development of the country in Rashtriya Panchanga of 1959-60 and 1960-61. Rashtriya Panchanga of 1964-65 elaborately disclosed the amount of total investment head wise during the first three years of Third Five Years Planning.

Moslem Panjika was published in 1973-74 by Abdul Al Aman and it was a religious guide book for the Moslem community. It also disclosed the total number of Moslem all over the country; the number was 16, 91, 68,482.

Bisuddha Siddhanta Panjika of 2006-07 disclosed the necessity of blood testing of bride and groom in place of analysis of their horoscope before settling marriage.

Full Panjika of Sri Madan Gupta for the year 2007-08 nicely defined the norms of yoga, its utility, its application etc.

In the realm of Bengali Almanac the names of Benimadhab Shil, Purnachandra Shil, and Madan Mohan Gupta are still remarkable for their continuous contribution which upgrades the informative value of Bengali Almanac. The history of Indian independence is not free from the influence of Bengali Almanac. Actually the date of transfer of power was settled by Lord Mounbaten on 14th August of 1947. But, it was realized later that the settled day was not so well as per Indian astrology and to avoid it the celebration of independence was started at the mid night of 14th August of 1947.

Conclusion: Therefore, from the inception to date, Bengali Almanac acts as a means of mass communication. But, at present all publishers dropped the additional information from their publication due to various reasons, the rapid growth of technology must be defined as the main reason behind it. Now-a-days, we are very much associated with electronic media for developing our knowledge as well as for collecting of necessary information. On the contrary, standing in the era of technology we can’t ignore the relevance of various information which was incorporated in the Bengali Almanac in different times because all of this information played an important role for ensuring complete social life. In addition, these were helpful very much for the reformation of a country like India just after getting independence. Memorizing the above mentioned information in different fields published in various Bengali Almanac over a long period of time, we can easily claim that Bengali Almanac is one of the oldest routes of mass communication which is totally beyond our memory.

Bibliography:

1. Loksamaskriti Gabeshana, Special Number: Almanac and Culture, Vol.11, No.2, July-August-Sept., 1998.

2. Loksamaskriti Gabeshana, Special Number: Folk-Media & Mass-Media, Vol.11, No.4, Jan-Feb-March, 1999.

3. Mass Communication in India, Keval J. Kumar. Jaico Publishing House, Mumbai, 2004.

4. Introductory Business Communication, Organisation and Management, Dr. Nilay Kr. Saha. Bengal Book Syndicate (P) Ltd., Kolkata, 2004.

5. Almanac published by Durgadas, Kolkata, 1818-19.

6. Christian Almanac, 1849-50.

7. Early Bengali literature and news paper (Calcutta Review, 1850, Vol.13).

8. The Vernacular Literature Committee’s Almanac, 1855-56.

9. Returns relating to the publications in the Bengali Language in 1857, by Rev. James Long (1859).

10. Gana Japan, Dr. Partha Chattopadhyaya. West Bengal State Book Board, Calcutta, 1982.

11. College Almanac and Large Directory, 1882-83.

12. New Sreerampore Almanac, 1896-97.

13. Large Solemani Almanac, 1945-46.

14. Purnachandra Directory Almanac, 1918-19.

15. Jagatyoti Almanac and Directory, 1951-52.

16. Lokenath Directory Almanac, 1951-52.

17. New Tarapada Directory Almanac, 1952-53.

18. Nabagraha Almanac, 1953-54.

19. Bharatmata Home Almanac, 1953-54.

20. Pakistan Pocket Almanac, 1953-54.

21. Mohendra Pocket Almanac, 1954-55.

22. Akshyay Press Pocket Almanac, 1955-56.

23. Bisuddha Saraswata Chaitanya Almanac, 1959-60.

24. Sree Ramkrishna Almanac, 1960-61.

25. Proyag Pocket Almanac, 1967-68.

26. Rajendra Directory Full Almanac, 1969-70.

27. Moslem Almanac, 1973-74.

28. Benimadhab Full Almanac, 1976-77.

29. Sree Krishna Gupta’s Full Almanac, 1980-81.

30. Madan Gupta’s Directory Almanac, 1983-84.

31. Taj-Nurani Mohamdi Pocket Almanac, 1992-93.

32. Different Publications of Guptapress Directory Panjika.

33. Different Publications of P. M. Bagchi’s Directory Panjika.

34. Different Publications of Bisuddha Siddhanta Panjika.

35. Different Publications of Rashtriya Panchanga.

36. Different Publications of Madan Gupta’s Full Almanac.

37. Different Publications of Benimadhab Shils’s Almanac.

38. Anandabazar Patrika, 11 th August, 2007.