oDIH rEmh wf,jslrKh ;=< m%us;s.

; lsu

wm iEu gu iEu l%shdj,shlau wjfndaO fldg .kq ,nkafkao .%y lr .kq ,nkafkao ta ta ft;sydisl
iudc ikaoNhka iu. u idudkH l%shd mmdhhs oekajsuslrKho jgyd .; hq;af;a wod, ikaoraNfha
isghs' fuys Tlaia* Yo fldaIh kalrKh .%y lrkqfha l=kq ,nd .ekSf tla ud.hla
;sf th m%isoahh m%isoah ,nd .ekSf tla ud.hls" th fj<| kauhs th jerg;a .%y
lrk f;dauia uefldaf,a m%ldY lrkafka ksIamdok ludka;h iS>%fhka bhg ;,a lrk tlu n,f.h
nj;a lsisfjl=g;a ka j,ska f;drj uqo,a bmhsh fkdyelsh

tk ka lrKfhka hqla;j woH;kh jk g ksudKh we;s mfNdackjd iudc rgdj .%y lr

.ekSug fkdyelsh tk wm is;k m;k is;=,s j, isgu l%shd;aul iajrEmh olajd .uka lsf
ud.hu kalrK l%shdj,sh ;=, ix.Dys; we;s nj th kslaIKh lsf lsh yels uqLH
,laIKhls

fuu l%shdj,sh ksKh ug mok idOl ksudKh jkafka 20 jk ishjfia isghs tk 20 jk ishji
hkq iudch ;=, m%Yak" .eg nyq, f,i ksudKh jQ hq.hla h hg;a ;lrKh iu. ;j;a .eg
ksudKh fjka mj;sk ld, jljdkqjl kj fn iy kj ixOdk.; o nyq, f,i iudch ;=,
olakg ,enqKs ksgkaf.a kshu wNsl%uKh lrka whski
a aghskajdoh ke.S isu;a fm%dhsf.a
ufkdaYaf,aIK jdoh me;su;a" lafgdahdkq iqp;jdoh wNsl%uKh lrka l,d ksudK ys u;a f
iu.u udkj iudch ;=, w;sla;hla ksudKh h tu w;sla;h msrug iudch ;=, kj Wml%uhla
ksudK ;sfnk nj;a wf,lrKh" tfia;a ke;sk kalrKh ;=,g fuh wd.ukh jkakg h
fuys tlaf*%d i|yka lrk m idrOu msySu;a iu.u iudc foayh frda.d;=r f hkak
kalrKh ;=, olakg ,efnk m%n, idOlhls

fuf,i wdrN lrk ,o wf,lrK jHdmdrhg m%;sm;a;suh rduqjla wjYH jkafkao f fya;=j ksidfjks
wmg h rduqjla wjYH jkafka;a h h fldkafoais wjYH jkafka;a jvd hym;a meje;aula mj;ajd .ekSu
i|yd f fuys fyka,s l=rel=,h iudch ;=< m%N, n,mE idOlhla f,i l%shd;aul jkakg h Tjqka
f.fkk ,o m%:u ;lh jkafka ldka;dj idm%odhsl nka ria lduql NdKavhla we;s njhs
woH;kh jk g kalrKh ;=, ye.=nr nj" ;dlsl nj" idvnr nj" rd.sl nj" ydiH fukau
ho" W;aijY%sh fukau wdydr reh jvjk m%fhda.hka Nd; lsu nyq, idOlhls

fuu m%fhda.hka ms<sn|j wjOdkh fhduq lsf iaj ,f.a m%ldYhla Wmqgd lah yelsh
ikaksfokh uQ,sl jYfhka phd;aul wjia:djka yd ne|S mj;S ikaksfokh hkq uQ,dY%hla u.ska
.%dylhskaf.a phd flfrys n,mEula lsf wruqKska mKsv m;=rd ouhs

kuq;a j;udkh jk g fufia m;=rjd yk mKsv j,ska je n,mEula isfjkq ,nkafka orejkag nj
nndid mfg,a (Babasab Patil) ia;r lrhs tk iudc jkdl fkd;lk fj<| ka u;
Yd, n,mEula jkafka l=vd orejka flfrys nj fj<| ka ;=, jk n,mE (Effect of
Advertisements) k lD;sfhys i|yka lr we;

fuhska .uHudk jk woyi k iudch ;=, nd," uy" ;reK fNaohlska f;drj mdfNda.sl m%cdj
w{dKslj .uka lsf iqlaldku ,xldf oekajsuslrK wdh;k iska Ndrf.k ;su;a fuu
wf,lrKh;a ke;sk ka lrKfhys;a wfmalaIs; wruqKq iu. ii|d ne,Sf fuys mj;sk ,sys,a
iajNdjh;a jgyd .; yelsh

Thakur g wkqj 1994 Tyq fuu ka lrKfhys wruqKq 04 la f.kyer olajhs tk"

1. mdfNda.slhd iu. ikaksfokh lsu

2. fm<Tu
3. wdl jOkhg iyh u
4. fjkia u i|yd W;afm%arl iemhSu

fuu wruqKq foi wjOdkh fhduq lsf oDYH udOH ;=, kalrKfhys ksr;f iajrEmh idudkH
f ukao fuu b,lalhka Wmu ;,hg /f.khdu Tjqkaf.a wfmalaIdj f wo jk g ,xldf ish
udOH wdh;k l%shd;aul jkafka ,dNh Wmu lr .ekSf b,lalhka iu.hs th flld,Sk iy .=
ld,Sk wfmalaIdjka f,i udOH wdh;k ;=, l%shd;aul f fYaIfhkau oDYH udOH ;=, .=jka ld,hka
ksKh lsu;a l=uk .=jka ld,fha ;u ka m%pdrh lrkafkao hkak;a u; ,dNh Wmu wju u
ksKh fjhs kuq;a jeo.;a lreK jkafka fuu .=jka ld,h ;=, udOH myrKh lrk b,lal.;
lKavdhu ljqo hkakhs ukao Tjqka wruqKq lrf.k iy b,lal lrf.khs fuu ka m%pdrh jkafka
tfiak wm jgyd.; hq;af;a fuys m%us;s l<uKdlrKhla wjYH jkafka fuh .%yKh lrk fm%alaIlhdf.a
i{dKsl iy w{dKsl ;,h u;hs

fj<| ka oDYH udOH ;=, l%shd;aul jkafka m.Khla ;=, jevigyka fm< .eiaug wu;rj kao
hka;h
% ;=< fm< .iajkq ,nhs tneka fuh ilia lrk ,o l%ufohlg .uka lsu ;=, udOH ;=,
wfmalaIs; uQ,sl fldkafoaiSka o | jeu isfjhs tk wms isxy, cd;shla f,i iEu gu jeyshka
l;d lrk ueoaog we;a lg u t;r iodpdrd;aul fkdjk fohla f,i wm ykdf.k ishs kuq;a
wo jk g ckdm;sjrhd l;d lrka isho udOH wdh;kfha fj<| kau ie,iq lrk ld,fhys
ldYh f th hdka;%sl l%shdj,shla f,i ilia lr ;su thg uQ,sl fya;=jhs fuf,i udkj uQ,hu
hdka;%sl iajNdjhla bis,Su iudch ye.S rys; ;;a;ajhlg /f.k hdf wdrNl mshjr iksgqyka
lrhs f ksidfjks kalrKhg o hh ;;a;aj md,khla yd rduq.; ls wjYH jkafka

tk wm wfmalaId l, hq;af;a jvd hym;a iudchla lrd hdughs tu .ufka wf,lrK idOlh ;=,
iudc idrOu" yr moaO;ska wNsfhda.hg ,la fkdl, hq;=h hqfrdamh ;=, fukau wdishd;sl rgj,o fuu
rduq.; ls mj;S
fuys i|yka l, hq;= jeo.;a lreKla k wefuldkq wf,lrK if,kh kalrKh ;=, ;sh
hq;= wksjdh ksKdhl wgla bm;a lrhs tk"

1. i;H;djh
2. ;dlsl nj
3. ixikaokd;aul nj
4. wjxl;ajh
5. l%shdld;ajh
6. iy;sl u
7. rij;a nj
8. , i|yka lsu

fuf,i fuu ksKdhlhkag hg;aj l%shd;aul fkdjk ka inkaOj wefuldf tlai;a fj<|
fldiu (FTC) wjYH kS;suh lghq;= f.k l%shd;aul lrhs weuldj" fkdaf" iaiag,ka;h"
bkahdj jeks rgj, fuu kS;s l%shd;aul lrkq ,nk w;r iavkh" lshqndj" lekvdj jeks rgj, kS;s
iSud ksKh lr ;sf fuf,i l%shd;au lrkq ,nkafka jvd hym;a kalrK" wf,lrK l,djla
iudch ;=, ia:dms; lsu i|ydhs Y%S ,xldfo kalrKh inkaOj h h ksKdhlhka uE;
ld,fha bm;a lrk , kuq;a fuu ka j, wka;.; iy wdlD;sluh m%us;slrKhla is lsu
wjYH nj jgyd .; hq;=hs fuhska woyia jkafka ka ksudKlrejdf.a ml,amkhg jeg lfvd"
iSud udhs h hq;=h hkak fkdf kuq;a iudc foayh frda.d;=r lrk ,laIKhkaf.ka m%.ukhg
fya;=fjk ksudKd;aul ;,hka Wmhq;la; lr .ekSu iudc foayh msySu wju lsug odhl fjhs

kalrKh ke;sk wf,lrK l%shdj,sh ;=,o fuu iudc moku .%y lr .; hq;= l%uf mok
folls

1. iuld,Sk f,i fuh wjfndaO fldg .ekSu

kalrK l%shdj,sh ;=, iudcfha fiiq idOlhkaf.a yeisu fuu kalrK l%shdj,sh ;=,
jOkh jkafka flfiao hkak jgyd.; hq;=h

2. wNHka;l iajrEmh wjfndaO lr .ekSfuka

tk ka ksudKlrejka ;u ka ;=,u wfmalaIs; wruqKq f.dkq lsu

tk kalrK l%shdj,sh tu l%shdj,sh ;=,u wjfndaO fldg .ekSu jeo.;a idOlhls tk
wruqKq" wfmalaIs; m%;sM,h ta ;=,u lSu
f ;=,ska h ugulska wf,lrKfha kalrKfhys ikaoNSh ;;a;ajhka ksudKh u l.;
yelsh th iudc hymeje;au i|yd fhdod .; yelsh fuhska woyia lrkafka wm ish kalrejka
fldgq lr Tjqkaf.a yeisf mrdihla ksKh l, hq;=h hkak fkdf kuq;a yeisfuys h l%uf
fjkilg wmg /f.k hd yelsh tk l,ska lrk ,o oDYH udhdj fjk;a l%ufohla ;=, iudc.;
lsf l%shdj,shhs kuq;a ish,af,ys wjika M,h ,dNhhs udOH fudidhsla (Media Mosaic) ;;a;ajhka
ksudKh u ;=, f fudfydf;a udOHfha l%shd;aul jk kalrKfhys l%shd;au moku jgyd .ekSu
muKhs is l, yelafla

tk ugf m%cdj ffoksl foaj,a m%ldYhg m;a lsf tu ksiqka olajk m%;spdrhka iy
mdfNda.sl , .ekSf l%shdj,sh (Consumer Byer Process) ;=, wjYH;d ykd .ekSug bv ie,iSu
by; l%shdj,sh ;=, wfmalaId l, yelshs tk fuu fudfydf;a mj;sk iudc ;;a;ajh wjfndaO fldg
.ekSuhs

kalrKfhys ke;sk wf,lrKfhys ;;a;ajhka yd m%;sm;a;s imdokh lsu tla w;lska

ksudKd;aul nj iSud lsula fukau wfkla w;ska iudc idrOu /l .ekSug odhl ula fjhs flfia
fj;;a wm fuu ish,a, wjfndaO fldg .kafka fm%dhsf.a ufkda Yaf,aIKjdohg hg;ajh

{dKh" Wm {dKh iy i{dKh (Conscious, Pre Conscious, Conscious Mind) ;=,g fuh
wjfndaOjk w;ru kalrKh ;=, by; ;;a;ajhka ;%s;ajfhau mdfNda.slhd yeisfrkq ,nhs tneka
fuh i{dKsl ;,hg /f.k hdu jvd W; njhs wjfndaO fldg .; hq;af;a udOH ms<sn| m%:u
j;djg m%;shla wjYH nj reishdkq cd;sl f,dukfida m%ldY l< w;ru kalrKh i|ydo m%;shla
wjYH nj wo kalrKfhau wdkqYsl fldgila njg m;a we; fuh .=Kd;aul mdYjhla lrd
/f.khdu woH;k iudc ldhNdrhls tk fuh iodpdrh ms<sn| oHdjla f (Science of
Morality). fuys wm jOkh lr .; hq;af;a;a m%;s imdokh lsf m<uq wjOdkh iy wjfndaO
we;s lr .; hq;af;a;a iudcfha ka l%shd;aul jk iajrEmh ms<sn| kqu mq,a lsu Tiafia kd fjk
lsis l,amhlska fkdf

lldpdks i;d ,laud,s fyajdm;srK

fld<U YajoHd,h

Y%S md,s uKavmh

ckudOH wOHhk wxYh