In such a society which is in a state of constant motion and change, information and communication has a tremendous role to play. This is also true of advertising as one of the most modern and scientific methods of communication and dissemination of information and motivation on a mass scale across vast distances. In a developing society, advertising has a much wider role to play than merely that of acting as a link between the producer and the consumer for the ultimate objective of capitalist profit.
This is particularly so, because, in the final analysis, economic development is an instrument of human development. It demands investment in both human and material resources. Development cannot be measured merely in terms of economic inputs bringing about the desired output. The deification of the gross domestic product as the measure of growth is not fully relevant. Similarly, consumption and more consumption does not necessarily bring about the economic and human development and social and cultural transformation. The developing countries are facing a much more complex reality for such a simplistic approach to be valid. Models of the developed countries do not fully apply. The historical conditions under which the transformation of the developing countries is taking place are very different. So are the circumstances. the first and the most important point to understand is that the underdevelopment of the developing countries has been and continues to be a condition of rapid advance of the developed countries. Underdevelopment is not the natural condition of the developing countries. Underdevelopment is not the natural condition of the developing countries. Hence, the urgency is not only to accomplish the industrial revolution but also acquire and take command of the scientific and technological revolution.
to be continued...
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