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T.B.W. Reid (1956) For the Linguistic behaviour of a given individual is by no means uniform, placed in what appear to be linguistically identical conditions, he will on different occasions speak (or write) differently according to what may roughly be described as different social situations : he will use a number of distinct registers. ( , , (2009, ), .195)

11 , 1975 (, ). : : (2012, : ), (2015, : ), (, 2016, : ). : (- , 2012, : ), (- , 2013, : ), (2015, : ), (2015, : ). : saagarika.blogspot.in : , , , 500004. neerajagkonda@gmail.com

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J.C.Catford (1965) - By registers we mean a variety correlated with the performers social role on a given occasion.( , , (2009, ), .195)

M.A.K.Halliday (1964), MacIntosh and Stevens - The category of register is needed, when we want to account for what people do with their language when we observe language activity in the various contexts in which it takes place, we find differences in the type of language selected appropriate different types of situation.(R.N. Srivastava, Foreword, Hindi In Advertising, (1978, first ed.)pg. Vii)

. (Register) . (LSP Language For Special Purposes) . . . . ( , , (2009, ), .195).

[2]

. , , . . ( , , (1992, ), . 74)

1. ? ()

3. ? 2. ?

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4. ?( )

? . , , . (An advertisement is a linguistic text in its essential form structured along the levels of a headline (including sub-heads), a bodycopy, standing details, a signature line (including slogans), with an addition of an illustration in the press medium and an often found conflation of two volumes in the radio medium. Suresh Kumar, Advertising situation, Hindi in advertising : a study in linguo-stylistics method, pg.4, 1978 [first ed], Bahri Publications Limited, Chandigarh.). . -, , (Intended) .( , (1992, ), . 74).

, .(Advertising is any paid form of non-personal presentations and promotions of ideas, goods or services by an identified sponsor. . , : , , . 17 ). . (sponsor) . , .

Advertising is a form of communication intended to promote the sale of the product or service to influence public opinion, to gain political support or to advance a particular cause.(). . .

Any form of public announcement intended to aid directly or indirectly in the sale of a

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commodity, in securing employment, etc.(, .17-18). , .

, , .( Advertising is a business force, which through the printed world sells or helps sales, build reputations and fosters goodwill. , : , , , : (2000, ) )

. .( Advertising like any other form of salesmanship, is an attempt to influence the thoughts and action of people. )

Advertisements is a body of message addressed by a particular section of the society to the members of the public exhorting them to buy the goods marketed or to avail of the services offered or to extend the good-will sought.( Suresh Kumar, Advertising Situation, Hindi in Advertising : a study in linguo-stylistic method (1978, first ed.), pg. 5.)

.. . Advertising is multi dimensional; a powerful marketing tool; a component of economic system; a means of financing the mass media; a social institution; an art form; an instrument of business management; a field of employment and a paying profession.( . , : , , . 18.). . (marketing) . . . . .

.( Advertising may be defined as the presentation of a proposition usually in print to the

people in such a way that be introduced to act upon it. , : , , , : (2000, ), )

, , .(Printed, written, spoken or graphic salesmanship is advertising. )

.( Advertisement is salesmanship in print. )

-, , , , .( Advertising includes those visual or oral messages in magazines, newspapers, movies and letters, over radio and television and on transportation vehicle and outdoor signs which are paid for by their sponsors and are directed to consumers for purpose of influencing their purchases and attitudes. )

, . . .

1. , 2. , 3. , 4. , 5. , 6. , 7. 8. 9. 10. .( ,

(1992, ), . 74). , .

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. -, (, ) (, , , ). . (Classifieds) (Sponsoring) . . , , , , - , , , , , , . , , - , .( , ( ), . 49). Prestige Advertisement, Institutional Advertisement, Service promoting advertisements, commercial consumer advertisements Comparative Advertisement .(Suresh Kumar, Advertising Situation, Hindi In Advertising : a study in linguo-stylistic method (1978, first ed.), pg.7).

[3]

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