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Advertisement in Bengali Almanac: An Unexplored Area of Indian Mass communication System

Abstract: Bengali almanac is one of the oldest routes of Indian Mass Communication System. From the very beginning to mid of twentieth century Bengali almanacs served multidimensional information to communicate the society about different issues at the right time through the medium of 'Advertisement'. In this connection one thing should be mentioned clearly that it is purely competitive attitude of the publishers of almanac which prompted them to start incorporating information on different fields under the caption ‘Advertisement’ in their publication. There is hardly any doubt that the only motive behind such activities of the publishers of almanac was to make profit by maximizing sales. Even in the era of technology we cannot simply afford to ignore the relevance of various information which were provided in the Bengali almanacs in different times on different fields because all these information played an important role for the socio-economic development of the country. The promotional role of advertisement in Bengali almanacs has, however, never overtaken its other important role, namely, the role of information provider. But unfortunately the importance of advertisements in Bengali almanacs in respect of Indian Mass Communication System has remained unexplored.

This lecture was delivered in the 2^nd Annual International Conference on Journalism & Mass Communication (JMComm 2013) which was held in Phuket, Thailand on 28-29 October, 2013. The interested readers can go through the article on line through www.globalSFT.org/ www. Jmcomm.org