CHAPTER ONE 1.1     INTRODUCTION           The invention of printing press in the 5th century ushered in Modern Advertising.  Famous among the poster artists of the earliest period in France where jules cheered (1836 – 1932), Joseph Grosset (1849 – 1918), and Heri Toulousp – Lautree (1864 – 1901).           The concept of advertising moved from England to American colony. In May 1704, the first American Newspaper advertisement appeared in Bolton Newsletter. It was Benjamin Franklyn who bought life into advertising with this Pennsylvania Gazette. 1.2     BACKGROUND OF THE STUDY           For time past, various forms of languages are often used by advertisers of goods and service to captives the target audience or prospective customers to arouse their sense of interest towards patronizing that said product or brand. The word “advertising” or “advertisement” have attracted myriad of closely related definitions or interpretations by experts in the field of advertising practice.           Barbara Stern citied in contemporary advertising as a form of structured literary text, rather different from the spontaneous word of mouth communication of oral speech. Contemporary advertising (2008:580) as a national and global medium, outdoor advertising has achieved great success, it was probably the first advertising medium ever used. Dated back more than 5,000 years to when hieroglyphics on obelisks directed travelers. In the middle age bill posted was an accepted form of advertising in Europe.

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