A Fraternity Happening

A Fraternity 'Happening' Subrata Banerjee THE complex and diversified role of advertising in a developing economy is at last beginning to be recognised. This was the impression I gathered listening to the discussions at the Seventh Asian Congress held at Vigyan Bhavan, New Delhi, from November 18 to 20. The theme of the Congress was "Advertising and the Emerging Markets of Asia". Both the theme and the timing of the Congress were of some significance. The last ten years have been considered as a development decade for Asia. The seventies seem to hold out the promise of rapid progress towards the fulfilment of at least some of the aspirations for a better life. Advertising certainly has a catalytic role to play in this impending social transformation in Asia.