In this book, Roy presents a critical study on the creative aspects and changing trends of print advertisement in India, like the use of visual elements such as logo, symbol, trademark and mascot to make an advertisement more creative and effective. Further it discusses about changing trends of Indian advertising and its various modes and methods and how it has change with the change of time and space. Moreover, this book also examines the ethics of advertising and focuses upon the advertising campaign of Amul and Air India because the mascots of the Amul Girl and Maharaja provide the most authentic documentation of the changes traced from the past till today. This book is chiefly devoted to highlight the creative feature that is the use of signification system in print advertisement in India.