Diwali

Dipavali commonly known as Diwali is the Hindu festival of lights, with variations celebrated in other Indian religions such as Jainism and Sikhism. It symbolises the spiritual victory of Dharma over Adharma, light over darkness, good over evil, and knowledge over ignorance. Diwali is celebrated during the Hindu lunisolar months of Ashvin and Kārtika – between around mid-September and mid-November. The celebrations generally last five or six days.

Diwali is connected to various religious events, deities and personalities, such as being the day Rama returned to his kingdom in Ayodhya with his wife Sita and his brother Lakshmana after defeating the demon king Ravana. It is also widely associated with Lakshmi, the goddess of prosperity, and Ganesha, the god of wisdom and the remover of obstacles. Other regional traditions connect the holiday to Vishnu, Krishna, Durga, Shiva, Kali, Hanuman, Kubera, Yama, Yami, Dhanvantari, or Vishvakarman.

Primarily a Hindu festival, variations of Diwali are also celebrated by adherents of other faiths. The Jains observe their own Diwali which marks the final liberation of Mahavira. The Sikhs celebrate Bandi Chhor Divas to mark the release of Guru Hargobind from a Mughal prison. Newar Buddhists, unlike other Buddhists, celebrate Diwali by worshipping Lakshmi, while the Hindus of Eastern India and Bangladesh generally, celebrate Diwali by worshipping the goddess Kali.

During the festival, the celebrants illuminate their homes, temples and workspaces with diyas, candles and lanterns. Hindus, in particular, have a ritual oil bath at dawn on each day of the festival. Diwali is also marked with fireworks as well as the decoration of floors with rangoli designs and other parts of the house with jhalars. Food is a major focus with families partaking in feasts and sharing mithai. The festival is an annual homecoming and bonding period not only for families, but also for communities and associations, particularly those in urban areas, which will organise activities, events, and gatherings. Many towns organise community parades and fairs with parades or music and dance performances in parks. Some Hindus, Jains, and Sikhs will send Diwali greeting cards to family near and far during the festive season, occasionally with boxes of Indian confectionery. Another aspect of the festival is remembering the ancestors.

Diwali is also a major cultural event for the Hindu, Sikh, and Jain diaspora. The main day of the festival of Diwali (the day of Lakshmi Puja) is an official holiday in Fiji, Guyana, India, Malaysia, Mauritius, Myanmar, Nepal, Pakistan, Singapore, Sri Lanka, Suriname, and Trinidad and Tobago, and is symbolically recognized by some US state governments.

Etymology-                                                                                                                                                    Diwali comes from Dipavali, meaning 'a row or series of lights' The term is a compound of the Sanskrit words दीप, dīpa, 'lamp, light, lantern, candle, that which glows, shines, illuminates or knowledge' and आवलि, āvali, 'a row, range, continuous line, series'.

Dates-                                                                                                                                                          The five-day celebration is observed every year sometime from the second half of October to the first half of November coinciding with a new moon (amāvasyā) as per the Hindu lunisolar calendar. The festivities begin two days before amāvasyā, on Dhanteras, and extend two days after, until the second (or 17th) day of the month of Kartik. (According to Indologist Constance Jones, this night ends the lunar month of Ashwin and starts the month of Kartik but see this note and Amanta and Purnima systems.) The darkest night is the apex of the celebration.

The festival climax is on the third day and is called the main Diwali. It is an official holiday in a dozen countries, while the other festive days are regionally observed as either public or optional restricted holidays in India. In Nepal, it is also a multiday festival, although the days and rituals are named differently, with the climax being called the Tihar festival by Hindus and Swanti festival by Buddhists.

History-                                                                                                                                                          The five-day long festival originated in the Indian subcontinent and is likely a fusion of harvest festivals in ancient India. It is mentioned in early Sanskrit texts, such as the Padma Purana and the Skanda Purana, both of which were composed between the 7th and 10th centuries. The diyas (lamps) are mentioned in Skanda Kishore Purana as symbolising parts of the sun, describing it as the cosmic giver of light and energy to all life and which seasonally transitions in the Hindu calendar month of Kartik.

Emperor Harsha refers to Deepavali, in the 7th-century Sanskrit play Nagananda, as Dīpapratipadotsava (dīpa = light, pratipadā = first day, utsava = festival), where lamps were lit and newly engaged brides and grooms received gifts. Rajasekhara referred to Deepavali as Dipamalika in his 9th-century Kavyamimamsa, wherein he mentions the tradition of homes being whitewashed and oil lamps decorated homes, streets, and markets in the night.

Radha and Krishna celebrating Diwali by Sitaram. Kishangarh, late 18th-century. National Museum, New Delhi

Diwali was also described by numerous travellers from outside India. In his 11th-century memoir on India, the Persian traveller and historian Al Biruni wrote of Deepavali being celebrated by Hindus on the day of the New Moon in the month of Kartika. The Venetian merchant and traveller' Conti visited India in the early 15th century and wrote in his memoir, "on another of these festivals they fix up within their temples, and on the outside of the roofs, an innumerable number of oil lamps... which are kept burning day and night" and that the families would gather, "clothe themselves in new garments", sing, dance, and feast. The 16th-century Portuguese traveller Domingo Paes wrote of his visit to the Hindu Vijayanagara Empire, where Dipavali was celebrated in October with householders illuminating their homes, and their temples, with lamps. It is mentioned in the Ramayana that Diwali was celebrated for only 2 years in Ayodhya.

Islamic historians of the Delhi Sultanate and the Mughal Empire era also mentioned Diwali and other Hindu festivals. A few, notably the Mughal emperor Akbar, welcomed and participated in the festivities, whereas others banned such festivals as Diwali and Holi, as Aurangzeb did in 1665.

Publications from the time of the British Raj also made mention of Diwali, such as the note on Hindu festivals published in 1799 by Sir William Jones, a philologist known for his early observations on Sanskrit and Indo-European languages. In his paper on The Lunar Year of the Hindus, Jones, then based in Bengal, noted four of the five days of Diwali in the autumn months of Aswina-Cartica as the following: Bhutachaturdasi Yamaterpanam (2nd day), Lacshmipuja dipanwita (the day of Diwali), Dyuta pratipat Belipuja (4th day), and Bhratri dwitiya (5th day). The Lacshmipuja dipanwita, remarked Jones, was a "great festival at night, in honour of Lakshmi, with illuminations on trees and houses".

Epigraphy-                                                                                                                                                  William Simpson labelled his chromolithograph of 1867 as "Dewali, feast of lamps". It showed streets lit up at dusk, with a girl and her mother lighting a street corner lamp.

Sanskrit inscriptions in stone and copper mentioning Diwali, occasionally alongside terms such as Dipotsava, Dipavali, Divali and Divalige, have been discovered at numerous sites across India. Examples include a 10th-century Rashtrakuta empire copper plate inscription of Krishna III (939–967 CE) that mentions Dipotsava, and a 12th-century mixed Sanskrit-Kannada Sinda inscription discovered in the Isvara temple of Dharwad in Karnataka where the inscription refers to the festival as a "sacred occasion". According to Lorenz Franz Kielhorn, a German Indologist known for translating many Indic inscriptions, this festival is mentioned as Dipotsavam in verses 6 and 7 of the Ranganatha temple Sanskrit inscription of the 13th-century Venad Hindu king Ravivarman Samgramadhira. Part of the inscription, as translated by Kielhorn, reads:

"the auspicious festival of lights which disperses the most profound darkness, which in former days was celebrated by the kings Ila, Kartavirya and Sagara, (...) as Sakra (Indra) is of the gods, the universal monarch who knows the duties by the three Vedas, afterwards celebrated here at Ranga for Vishnu, resplendent with Lakshmi resting on his radiant lap."

Jain inscriptions, such as the 10th-century Saundatti inscription about a donation of oil to Jinendra worship for the Diwali rituals, speak of Dipotsava. Another early 13th-century Sanskrit stone inscription, written in the Devanagari script, has been found in the north end of a mosque pillar in Jalore, Rajasthan evidently built using materials from a demolished Jain temple. The inscription states that Ramachandracharya built and dedicated a drama performance hall, with a golden cupola, on Diwali.

Religious significance-                                                                                                                                  Diwali is commonly celebrated in the honour of Lakshmi, the goddess of wealth. The religious significance of Diwali varies regionally within India. One tradition links the festival to legends in the Hindu epic Ramayana, where Diwali is the day Rama, Sita, Lakshmana, and Hanuman reached Ayodhya after a period of 14 years in exile after Rama's army of good, defeated demon king Ravana's army of evil. Throughout the epic, Rama's decisions were always in line with dharma (duty) and the Diwali festival serves as a reminder for followers of Hinduism to maintain their dharma in day-to-day life.

Per another popular tradition, in the Dvapara Yuga period, Krishna, an avatar of Vishnu, killed the demon Narakasura, who was the evil king of Pragjyotishapura, near present-day Assam, and released 16000 girls held captive by Narakasura. Diwali was celebrated as a signifier of triumph of good over evil after Krishna's Victory over Narakasura. The day before Diwali is remembered as Naraka Chaturdashi, the day on which Narakasura was killed by Krishna.

Diwali Ganesh Laxmi Puja-                                                                                                                    Many Hindus associate the festival with Goddess Lakshmi, the goddess of wealth and prosperity, and wife of Vishnu. According to Pintchman, the start of the 5-day Diwali festival is stated in some popular contemporary sources as the day goddess Lakshmi was born from Samudra Manthana, the churning of the cosmic ocean of milk by the Devas (gods) and the Asuras (demons) – a Vedic legend that is also found in several Puranas such as the Padma Purana, while the night of Diwali is when Lakshmi chose and wed Vishnu. Along with Lakshmi, who is representative of Vaishnavism, Ganesha, the elephant-headed son of Parvati and Shiva of Shaivism tradition, is remembered as one who symbolises ethical beginnings and the remover of obstacles.

Hindus of eastern India associate the festival with the Goddess Kali, who symbolises the victory of good over evil. Hindus from the Braj region in northern India, parts of Assam, as well as southern Tamil and Telugu communities view Diwali as the day the god Krishna overcame and destroyed the evil demon king Narakasura, in yet another symbolic victory of knowledge and good over ignorance and evil.

Trade and merchant families and others also offer prayers to Saraswati, who embodies music, literature and learning and Kubera, who symbolises book-keeping, treasury and wealth management. In western states such as Gujarat, and certain northern Hindu communities of India, the festival of Diwali signifies the start of a new year.

Mythical tales shared on Diwali vary widely depending on region and even within Hindu tradition, yet all share a common focus on righteousness, self-inquiry and the importance of knowledge, which, according to Lindsey Harlan, an Indologist and scholar of Religious Studies, is the path to overcoming the "darkness of ignorance". The telling of these myths is reminiscent of the Hindu belief that good ultimately triumphs over evil.

Other religions-                                                                                                                                        Originally a Hindu festival, Diwali has transcended religious lines. Diwali is celebrated by Hindus, Jains, Sikhs, and Newar Buddhists, although for each faith it marks different historical events and stories, but nonetheless the festival represents the same symbolic victory of light over darkness, knowledge over ignorance, and good over evil.

Jainism- Diwali-                                                                                                                                          Lord Mahavir in meditation before attaining nirvana, the day is celebrated by Jains as Dipalikaya. In Jain religion, Diwali is celebrated in observance of "Mahavira Nirvana Divas", the physical death and final nirvana of Mahavira, the 24th Tirthankar of current time cycle. Nirvana is considered to be the state of a soul when it escapes from the cycle of birth and death, while experiencing its true nature of boundless bliss and infinite knowledge. The Jain Diwali celebrated in many parts of India has similar practices to the Hindu Diwali, such as the lighting of lamps. However, the focus of the Jain Diwali remains the dedication to Mahavira. According to the Jain tradition, this practice of lighting lamps first began on the day of Mahavira's nirvana in 527 BCE, when 18 kings who had gathered for Mahavira's final teachings issued a proclamation that lamps be lit in remembrance of the "great light, Mahavira". This traditional belief of the origin of Diwali, and its significance to Jains, is reflected in their historic artworks such as paintings.

Sikhism- Bandi Chhor Divas                                                                                                                        A hukamnama from the tenth Sikh guru, Guru Gobind Singh, requesting all of the Sikh congregation to convene in his presence on the occasion of Diwali

Sikhs celebrate Bandi Chhor Divas in remembrance of the release of Guru Hargobind from the Gwalior Fort prison by the Mughal emperor Jahangir and the day he arrived at the Golden Temple in Amritsar. According to J.S. Grewal, a scholar of Sikhism and Sikh history, Diwali in the Sikh tradition is older than the sixth Guru Hargobind legend. Guru Amar Das, the third Guru of the Sikhs, built a well in Goindwal with eighty-four steps and invited Sikhs to bathe in its sacred waters on Baisakhi and Diwali as a form of community bonding. Over time, these spring and autumn festivals became the most important of Sikh festivals and holy sites such as Amritsar became focal points for annual pilgrimages. The festival of Diwali, according to Ray Colledge, highlights three events in Sikh history: the founding of the city of Amritsar in 1577, the release of Guru Hargobind from the Mughal prison, and the day of Bhai Mani Singh's martyrdom in 1738 as a result of his failure to pay a fine for trying to celebrate Diwali and thereafter refusing to convert to Islam.

Buddhism-                                                                                                                                                    Diwali is not a festival for most Buddhists, with the exception of the Newar people of Nepal who revere various deities in Vajrayana Buddhism and celebrate Diwali by offering prayers to Lakshmi. Newar Buddhists in Nepalese valleys also celebrate the Diwali festival over five days, in much the same way, and on the same days, as the Nepalese Hindu Diwali-Tihar festival. According to some observers, this traditional celebration by Newar Buddhists in Nepal, through the worship of Lakshmi and Vishnu during Diwali, is not syncretism but rather a reflection of the freedom within Mahayana Buddhist tradition to worship any deity for their worldly betterment.

Diwali celebrations-                                                                                                                                    Hindu girls lighting diyas in Bangladesh Decorations in Kathmandu for Tihar (Diwali in Nepal) Diwali lamps arranged in the pattern of Om. Deepavali night fireworks over Chennai

Indoor Diwali decorations in front of an altar in Haridwar. Dance event for Diwali in Texas, US Divali Nagar celebration in Trinidad and Tobago. Diyas lit for Diwali at Golden Temple, Punjab. Diwali sweets and snacks Decorative lights for Diwali on a house in Haryana. Diwali festivities include a celebration of sights, sounds, arts and flavours. The festivities vary between different regions. In the lead-up to Diwali, celebrants prepare by cleaning, renovating, and decorating their homes and workplaces with diyas (oil lamps) and rangolis During Diwali, people wear their finest clothes, illuminate the interior and exterior of their homes with saaki (earthen lamp), diyas and rangoli, perform worship ceremonies of Lakshmi, the goddess of prosperity and wealth,[m] light fireworks, and partake in family feasts, where mithai (sweets) and gifts are shared.

The height of Diwali is celebrated on the third day coinciding with the darkest night of Ashvin or Kartika.

The common celebratory practices are known as the festival of light, however there are minor differences from state to state in India. Diwali is usually celebrated twenty days after the Vijayadashami festival, with Dhanteras, or the regional equivalent, marking the first day of the festival when celebrants prepare by cleaning their homes and making decorations on the floor, such as rangolis. Some regions of India start Diwali festivities the day before Dhanteras with Govatsa Dwadashi. The second day is Naraka Chaturdashi. The third day is the day of Lakshmi Puja and the darkest night of the traditional month. In some parts of India, the day after Lakshmi Puja is marked with the Govardhan Puja and Balipratipada (Padwa). Some Hindu communities mark the last day as Bhai Dooj or the regional equivalent, which is dedicated to the bond between sister and brother, while other Hindu and Sikh craftsmen communities mark this day as Vishvakarma Puja and observe it by performing maintenance in their work spaces and offering prayers.

Diwali celebrations include puja (prayers) to Lakshmi and Ganesha. Lakshmi is of the Vaishnavism tradition, while Ganesha of the Shaivism tradition of Hinduism.

Chandua lanterns on display for Diwali. Rituals and preparations for Diwali begin days or weeks in advance, typically after the festival of Dusshera that precedes Diwali by about 20 days. The festival formally begins two days before the night of Diwali and ends two days thereafter. Each day has the following rituals and significance: Diwali has become more popular in other countries. In New York City lawmakers have passed legislation to make holidays in school. But debates over the holiday push back. In the future Diwali will be a holiday.

Dhanteras-                                                                                                                                            Dhanteras starts off the Diwali celebrations with the lighting of Diya or Panati lamp rows, house cleaning and floor rangoli

Dhanteras, also known as Dhanatrayodashi, is derived from Dhan meaning wealth and teras meaning thirteenth, marks the thirteenth day of the dark fortnight of Ashwin or Kartik and the beginning of Diwali in most parts of India. On this day, many Hindus clean their homes and business premises. They install diyas, small earthen oil-filled lamps that they light up for the next five days, near Lakshmi and Ganesha iconography. Women and children decorate doorways within homes and offices with rangolis, colourful designs made from rice flour, flower petals, coloured rice or coloured sand, while the boys and men decorate the roofs and walls of family homes, markets, and temples and string up lights and lanterns. The day also marks a major shopping day for buying new utensils, home equipment, gold jewellery, firecrackers, and other items. On the evening of Dhanteras, families offer prayers (puja) to Lakshmi and Ganesha, and lay offerings of puffed rice, candy toys, rice cakes and batashas.

According to Tracy Pintchman, Dhanteras is a symbol of annual renewal, cleansing and an auspicious beginning for the next year. The term Dhan for this day also alludes to the Ayurvedic icon Dhanvantari, the god of health and healing, who is believed to have emerged from the "churning of cosmic ocean" on the same day as Lakshmi. Some communities, particularly those active in Ayurvedic and health-related professions, pray or perform havan rituals to Dhanvantari on Dhanteras.

On Yama Deepam (also known as Yama Dipadana or Jam ke Diya), Hindus light a diya, ideally made of wheat flour and filled with sesame oil, which faces south in the back of their homes. This is believed to please Yama, the god of death, and to ward off untimely death. Some Hindus observe Yama Deepam on the second night before the main day of Diwali.

Naraka Chaturdashi-                                                                                                                                  Choti Diwali is the major shopping day for festive mithai (sweets). Naraka Chaturdashi, also known as Chhoti Diwali, is the second day of festivities coinciding with the fourteenth day of the dark fortnight of Ashwin or Kartik. The term "chhoti" means little, while "Naraka" means hell and "Chaturdashi" means "fourteenth". The day and its rituals are interpreted as ways to liberate any soul from suffering in "Naraka", or hell, as well as a reminder of spiritual auspiciousness. For some Hindus, it is a day to pray for the peace to the manes, or defiled souls of one's ancestors and light their way for their journeys in the cyclic afterlife. A mythological interpretation of this festive day is the destruction of the asura (demon) Narakasura by Krishna, a victory that frees 16,000 imprisoned princesses kidnapped by Narakasura. It is also celebrated as Roop Chaudas in some North Indian households, where women bathe before sunrise, while lighting a diya (lamp) in the bath area, they believe it helps enhance their beauty – it is a fun ritual that young girls enjoy as part of festivities. Ubtan is applied by the women which is made up of special gram flour mixed with herbs for cleansing and beautifying themselves.

Naraka Chaturdashi is also a major day for purchasing festive foods, particularly sweets. A variety of sweets are prepared using flour, semolina, rice, chickpea flour, dry fruit pieces powders or paste, milk solids (mawa or khoya) and clarified butter (ghee). According to Goldstein, these are then shaped into various forms, such as laddus, barfis, halwa, kachoris, shrikhand, and sandesh, rolled and stuffed delicacies, such as karanji, shankarpali, maladu, susiyam, pottukadalai. Sometimes these are wrapped with edible silver foil (vark). Confectioners and shops create Diwali-themed decorative displays, selling these in large quantities, which are stocked for home celebrations to welcome guests and as gifts. Families also prepare homemade delicacies for Lakshmi Pujan, regarded as the main day of Diwali. Chhoti Diwali is also a day for visiting friends, business associates and relatives, and exchanging gifts.

On the second day of Diwali, Hanuman Puja is performed in some parts of India especially in Gujarat. It coincides with the day of Kali Chaudas. It is believed that spirits roam around on the night of Kali Chaudas, and Hanuman, who is the deity of strength, power, and protection, is worshipped to seek protection from the spirits. Diwali is also celebrated to mark the return of Rama to Ayodhya after defeating the demon-king Ravana and completing his fourteen years of exile. The devotion and dedication of Hanuman pleased Rama so much that he blessed Hanuman to be worshipped before him. Thus, people worship Hanuman the day before Diwali's main day.

This day is commonly celebrated as Diwali in Tamil Nadu, Goa, and Karnataka. Traditionally, Marathi Hindus and South Indian Hindus receive an oil massage from the elders in the family on the day and then take a ritual bath, all before sunrise. Many visit their favourite Hindu temple. Some Hindus observe Yama Deepam on the second day of Diwali, instead of the first day. A diya that is filled with sesame oil is lit at back of their homes facing in the southern direction. This is believed to please Yama, the god of death, and to ward off untimely death.

Lakshmi Puja and Kali Puja-                                                                                                                      The third day is the height of the festival and coincides with the last day of the dark fortnight of Ashwin or Kartik. This is the day when Hindu, Jain and Sikh temples and homes are aglow with lights, thereby making it the "festival of lights". The word Deepawali comes from the Sanskrit word दीप, where dīpa means an Indian lantern or lamp.

A sparkling firecracker, commonly known as 'Kit Kat' in India

The youngest members in the family visit their elders, such as grandparents and other senior members of the community, on this day. Small business owners give gifts or special bonus payments to their employees between Dhanteras and Lakshmi Pujan. Shops either do not open or close early on this day allowing employees to enjoy family time. Shopkeepers and small operations perform puja rituals in their office premises. Unlike some other festivals, the Hindus typically do not fast during the five-day long Diwali including Lakshmi Pujan, rather they feast and share the bounties of the season at their workplaces, community centres, temples, and homes.

Woman lighting candles for Diwali. People light candles and clay lamps in their houses and at temples during Diwali night

As the evening approaches, celebrants will wear new clothes or their best outfits, teenage girls and women, in particular, wear saris and jewellery. At dusk, family members gather for the Lakshmi Pujan, although prayers will also be offered to other deities, such as Ganesha, Saraswati, Rama, Lakshmana, Sita, Hanuman, or Kubera. The lamps from the puja ceremony are then used to light more earthenware lamps, which are placed in rows along the parapets of temples and houses, while some diyas are set adrift on rivers and streams. After the puja, people go outside and celebrate by lighting up patakhe together, and then share a family feast and mithai.

The puja and rituals in the Bengali Hindu community focus on Kali, the goddess of war, instead of Lakshmi. According to Rachel Fell McDermott, a scholar of South Asian, particular Bengali, studies, in Bengal during Navaratri the Durga puja is the main focus, although in the eastern and northeastern states the two are synonymous, but on Diwali the focus is on the puja dedicated to Kali. These two festivals likely developed in tandem over their recent histories, states McDermott. Textual evidence suggests that Bengali Hindus worshipped Lakshmi before the colonial era, and that the Kali puja is a more recent phenomenon. Contemporary Bengali celebrations mirror those found elsewhere, with teenage boys playing with fireworks and the sharing of festive food with family, but with the Shakti goddess Kali as the focus.

A child playing with (fuljhadi) sparklers during Diwali

On the night of Diwali, rituals across much of India are dedicated to Lakshmi to welcome her into their cleaned homes and bring prosperity and happiness for the coming year. While the cleaning, or painting, of the home is in part for goddess Lakshmi, it also signifies the ritual "reenactment of the cleansing, purifying action of the monsoon rains" that would have concluded in most of the Indian subcontinent. Vaishnava families recite Hindu legends of the victory of good over evil and the return of hope after despair on the Diwali night, where the main characters may include Rama, Krishna, Vamana or one of the avatars of Vishnu, the divine husband of Lakshmi. At dusk, lamps placed earlier in the inside and outside of the home are lit up to welcome Lakshmi. Family members light up firecrackers, which some interpret as a way to ward off all evil spirits and the inauspicious, as well as add to the festive mood. According to Pintchman, who quotes Raghavan, this ritual may also be linked to the tradition in some communities of paying respect to ancestors. Earlier in the season's fortnight, some welcome the souls of their ancestors to join the family for the festivities with the Mahalaya. The Diwali night's lights and firecrackers, in this interpretation, represent a celebratory and symbolic farewell to the departed ancestral souls.

The celebrations and rituals of the Jains and the Sikhs are similar to those of the Hindus where social and community bonds are renewed. Major temples and homes are decorated with lights, festive foods shared with all, friends and relatives remembered and visited with gifts.

Balipratipada and Govardhan Puja-                                                                                                          The day after Diwali is the first day of the bright fortnight of Kartik. It is regionally called Annakut, Padwa, Goverdhan puja, Bali Pratipada, Bali Padyami, Kartik Shukla Pratipada and other names. According to one tradition, the day is associated with the story of Bali's defeat at the hands of Vishnu. In another interpretation, it is thought to reference the legend of Parvati and her husband Shiva playing a game of dyuta (dice) on a board of twelve squares and thirty pieces, Parvati wins. Shiva surrenders his shirt and adornments to her, rendering him naked. According to Handelman and Shulman, as quoted by Pintchman, this legend is a Hindu metaphor for the cosmic process for creation and dissolution of the world through the masculine destructive power, as represented by Shiva, and the feminine procreative power, represented by Parvati, where twelve reflects the number of months in the cyclic year, while thirty are the number of days in its lunisolar month.

Annakut community meals, Krishna holding Govardhan Hill ritually made from cow dung, rice and flowers. This day ritually celebrates the bond between the wife and husband, and in some Hindu communities, husbands will celebrate this with gifts to their wives. In other regions, parents invite a newly married daughter, or son, together with their spouses to a festive meal and give them gifts.

In some rural communities of the north, west and central regions, the fourth day is celebrated as Govardhan puja, honouring the legend of the Hindu god Krishna saving the cowherd and farming communities from incessant rains and floods triggered by Indra's anger, which he accomplished by lifting the Govardhan mountain. This legend is remembered through the ritual of building small mountain-like miniatures from cow dung. According to Kinsley, the ritual use of cow dung, a common fertiliser, is an agricultural motif and a celebration of its significance to annual crop cycles.

The agricultural symbolism is also observed on this day by many Hindus as Annakut, literally "mountain of food". Communities prepare over one hundred dishes from a variety of ingredients, which is then dedicated to Krishna before being shared among the community. Hindu temples on this day prepare and present "mountains of sweets" to the faithful who have gathered for darshan. In Gujarat, Annakut is the first day of the new year and celebrated through the purchase of essentials, or sabras, such as salt, offering prayers to Krishna and visiting temples. In Gujarat New Year is celebrated after the day of Diwali. In the early morning people take showers, do prayer at home, visit temples for worship and children in the evening visit neighbour's houses to say happy new year, shake hands, get mukhvas for dessert, and chocolate.

Bhai Dooj and Vishwakarma Puja-                                                                                                             A sister ritually feeding her brother on Bhai Duj-Diwali. The last day of the festival, the second day of the bright fortnight of Kartik, is called Bhai Duj, Bhau Beej, Bhai Tilak or Bhai Phonta. It celebrates the sister-brother bond, similar in spirit to Raksha Bandhan but it is the brother that travels to meet the sister and her family. This festive day is interpreted by some to symbolise Yama's sister Yamuna welcoming Yama with a tilaka, while others interpret it as the arrival of Krishna at his sister Subhadra's place after defeating Narakasura. Subhadra welcomes him with a tilaka on his forehead.

The day celebrates the sibling bond between brother and sister. On this day the womenfolk of the family gather, perform a puja with prayers for the well-being of their brothers, then return to a ritual of feeding their brothers with their hands and receiving gifts. According to Pintchman, in some Hindu traditions the women recite tales where sisters protect their brothers from enemies that seek to cause him either bodily or spiritual harm. In historic times, this was a day in autumn when brothers would travel to meet their sisters or invite their sister's family to their village to celebrate their sister-brother bond with the bounty of seasonal harvests.

The artisan Hindu and Sikh community celebrates the fourth day as the Vishwakarma puja day. Vishwakarma is the presiding Hindu deity for those in architecture, building, manufacturing, textile work and crafts trades. The looms, tools of trade, machines and workplaces are cleaned and prayers offered to these livelihood means.

Other traditions and significance-                                                                                                          During the season of Diwali, numerous rural townships and villages host melas, or fairs, where local producers and artisans trade produce and goods. A variety of entertainments are usually available for inhabitants of the local community to enjoy. The women, in particular, adorn themselves in colourful attire and decorate their hands with henna. Such events are also mentioned in Sikh historical records. In the modern day, Diwali mela are held at college, or university, campuses or as community events by members of the Indian diaspora. At such events a variety of music, dance and arts performances, food, crafts, and cultural celebrations are featured.

In October 2025, the state of California made Diwali an official state holiday.

Economics-                                                                                                                                                    Diwali marks a major shopping period in India,and is comparable to the Christmas period in terms of consumer purchases and economic activity. It is traditionally a time when households purchase new clothing, home refurbishments, gifts, gold, jewelry and other large purchases particularly as the festival is dedicated to Lakshmi, the goddess of wealth and prosperity, and such purchases are considered auspicious. According to Rao, Diwali is one of the major festivals where rural Indians spend a significant portion of their annual income, and is a means for them to renew their relationships and social networks.

Wikinews has related news-                                                                                                                          Indian Markets hits record close in Diwali trade. Other goods that are bought in substantial quantities during Diwali include confectionery and fireworks. In 2013, about ₹25 billion (US$300 million) of fireworks were sold to merchants for the Diwali season, an equivalent retail value of about ₹50 billion (US$590 million) according to The Times of India. ASSOCHAM, a trade organisation in India, forecasted that online shopping alone to be over ₹300 billion (US$3.5 billion) over the 2017 Diwali season. About two-thirds of Indian households, according to the ASSOCHAM forecast, would spend between ₹5,000 (US$59) and ₹10,000 (US$120) to celebrate Diwali in 2017. Stock markets like NSE and BSE in India are typically closed during Diwali, with the exception of a Diwali Muhurat trading session for an hour in the evening to coincide with the beginning of the new year. In 2020, the INDF ETF was launched to mark the start of Diwali.

Politics-                                                                                                                                                          Diwali has increasingly attracted cultural exchanges, becoming occasions for politicians and religious leaders worldwide to meet Hindu or Indian origin citizens, diplomatic staff or neighbours. Many participate in other socio-political events as a symbol of support for diversity and inclusiveness. The Catholic dicastery Pontifical Council for Interreligious Dialogue, founded as Secretariat for non-Christians by Pope Paul VI, began sending official greetings and the Pope's message to the Hindus on Diwali in the mid-1990s.

Many governments encourage or sponsor Diwali-related festivities in their territories. For example, the Singaporean government, in association with the Hindu Endowments Board of Singapore, organises many cultural events during Diwali every year. National and civic leaders such as the former Prince Charles have attended Diwali celebrations at prominent Hindu temples in the UK, such as the Swaminarayan Temple in Neasden, using the occasion to highlight contributions of the Hindu community to British society. Additionally, cities across the UK show support of the celebrations through Diwali lights, decorations, and cultural festivities such as dance performances, food stalls and workshops. Since 2009, Diwali has been celebrated every year at 10 Downing Street, the residence of the British Prime Minister.

Diwali was first celebrated in the White House by George W. Bush in 2003, and its religious and historical significance was officially recognized by the United States Congress in 2007. Barack Obama became the first president to personally attend Diwali at the White House in 2009. On the eve of his first visit to India as President of the United States, Obama released an official statement sharing his best wishes with "those celebrating Diwali".

Every year during Diwali, Indian forces approach their Pakistani counterparts at the border bearing gifts of traditional Indian confectionery, a gesture that is returned in kind by the Pakistani soldiers who give Pakistani sweets to the Indian soldiers.

Shopping

                                         

Shopping is an activity in which a customer browses the available goods or services presented by one or more retailers with the potential intent to purchase a suitable selection of them. A typology of shopper types has been developed by scholars which identifies one group of shoppers as recreational shoppers, that is, those who enjoy shopping and view it as a leisure activity.

Online shopping has become a major disruptor in the retail industry as consumers can now search for product information and place product orders across different regions. Online retailers deliver their products directly to the consumers' home, offices, or wherever they want. The B2C (business to consumer) process has made it easy for consumers to select any product online from a retailer's website and to have it delivered relatively quickly. Using online shopping methods, consumers do not need to consume energy by physically visiting physical stores. This way they save time and the cost of traveling. A retailer or a shop is a business that presents a selection of goods and offers to trade or sell them to customers for money or other goods.

Shoppers' shopping experiences may vary. They are based on a variety of factors including how the customer is treated, convenience, the type of goods being purchased, and mood.

History- Retail § History                                                                                                                            Antiquity- Remains of marketplace and retail shops at Trajan's Forum in Rome                                        In antiquity, marketplaces and fairs were established to facilitate the exchange of goods and services. People would shop for goods at a regular market in nearby towns. However, the transient nature of stalls and stall-holders meant the consumers needed to make careful inspection of goods prior to purchase. In ancient Greece, the agora served as a marketplace where merchants kept stalls or shops to sell their goods.

Ancient Rome utilized a similar marketplace known as the forum. Rome had two forums; the Forum Romanum and Trajan's Forum. Trajan's Market at Trajan's forum, built around 100-110CE, was a vast expanse, comprising multiple buildings with tabernae that served as retail shops, situated on four levels. The Roman forum was arguably the earliest example of a permanent retail shopfront.[6] In the Roman world, the central market primarily served the local peasantry. Those who lived on the great estates were sufficiently attractive for merchants to call directly at their farm-gates, obviating their need to attend local markets.

Shopping lists are known to have been used by Romans. One such list was discovered near Hadrian's Wall dated back to 75–125 CE and written for a soldier.

Middle Ages-                                                                                                                                                  An early 17th-century shop, with customers being served through an opening onto the street Archaeological evidence suggests that the British engaged in minimal shopping in the early Middle Ages. Instead, they provided for their basic needs through subsistence farming practices and a system of localised personal exchanges. However, by the late Middle Ages, consumers turned to markets for the purchase of fresh produce, meat and fish and the periodic fairs where non-perishables and luxury goods could be obtained. Women were responsible for everyday household purchases, but most of their purchasing was of a mundane nature. For the main part, shopping was seen as a chore rather than a pleasure.

Relatively few permanent shops were to be found outside the most populous cities. Instead customers walked into the tradesman's workshops where they discussed purchasing options directly with tradesmen. Itinerant vendors such as costermongers, hucksters and peddlers operated alongside markets, providing the convenience of home delivery to households, and especially to geographically isolated communities.

In the more populous European cities, a small number of shops were beginning to emerge by the 13th century. Specialist retailers such as mercers and haberdashers were known to exist in London, while grocers sold "miscellaneous small wares as well as spices and medicines." However, these shops were primitive. As late as the 16th century, London's shops were described as little more than "rude booths."

The medieval shopper's experience was very different from that of the contemporary shopper. Interiors were dark and shoppers had relatively few opportunities to inspect the merchandise prior to consumption. Glazed windows in retail environments, were virtually unknown during the medieval period. Goods were rarely out on display; instead retailers kept the merchandise at the rear of the store and would only bring out items on request. The service counter was virtually unknown and instead, many stores had openings onto the street from which they served customers.

In Britain, medieval attitudes to retailing and shopping were negative. Retailers were no better than hucksters, because they simply resold goods, by buying cheaper and selling dearer, without adding value of national accounts. Added to this were concerns about the self-interest of retailers and some of their more unethical practices. Attitudes to spending on luxury goods also attracted criticism, since it involved importing goods which did little to stimulate national accounts, and interfered with the growth of worthy local manufacturers.

Shopping for pleasure-                                                                                                                                The modern phenomenon of shopping for pleasure is closely linked to the emergence of a middle class in the 17th and 18th-century Europe. As standards of living improved in the 17th century, consumers from a broad range of social backgrounds began to purchase goods that were in excess of basic necessities. An emergent middle class or bourgeoisie stimulated demand for luxury goods and began to purchase a wider range of luxury goods and imported goods, including: Indian cotton and calico; silk, tea and porcelain from China, spices from India and South-East Asia and tobacco, sugar, rum and coffee from the New World. The act of shopping came to be seen as a pleasurable pastime or form of entertainment.

By the 17th-century, produce markets gradually gave way to shops and shopping centres; which changed the consumer's shopping experience. The New Exchange, opened in 1609 by Robert Cecil in the Strand was one such example of a planned shopping centre. Shops started to become important as places for Londoners to meet and socialise and became popular destinations alongside the theatre. Restoration London also saw the growth of luxury buildings as advertisements for social position with speculative architects like Nicholas Barbon and Lionel Cranfield.

Bernard Mandeville's work The Fable of the Bees, which justified conspicuous consumption.

Much pamphleteering of the time was devoted to justifying conspicuous consumption and private vice for luxury goods for the greater public good. This then scandalous line of thought caused great controversy with the publication of Bernard Mandeville's influential work Fable of the Bees in 1714, in which he argued that a country's prosperity ultimately lay in the self-interest of the consumer.

These trends gathered momentum in the 18th century, as rising prosperity and social mobility increased the number of people with disposable income for consumption. Important shifts included the marketing of goods for individuals as opposed to items for the household, and the new status of goods as status symbols, related to changes in fashion and desired for aesthetic appeal, as opposed to just their utility. The pottery inventor and entrepreneur, Josiah Wedgewood, pioneered the use of marketing techniques to influence and manipulate the direction of the prevailing tastes. One of his preferred sales techniques was to stage expansive showcases of wares in this private residences or in a rented hall, to which he invited the upper classes.

As the 18th-century progressed, a wide variety of goods and manufactures were steadily made available for the urban middle and upper classes. This growth in consumption led to the rise of 'shopping' - a proliferation of retail shops selling particular goods and the acceptance of shopping as a cultural activity in its own right. Specific streets and districts became devoted to retail, including the Strand and Piccadilly in London.

Royal Arcade, Sydney, 1892-                                                                                                                        The rise of window shopping as a recreational activity accompanied the use of glass windows in retail shop-fronts. By the late eighteenth century, grand shopping arcades began to emerge across Britain, Europe and in the Antipodes in what became known as the "arcade era." Typically, these arcades had a roof constructed of glass to allow for natural light and to reduce the need for candles or electric lighting. Inside the arcade, individual stores were fitted with long glass exterior windows which allowed the emerging middle-classes to window shop and indulge in fantasies, even when they may not have been able to afford the high retail prices.

Designed to attract the genteel middle class, retailers sold luxury goods at relatively high prices. However, prices were never a deterrent, as these new arcades came to be the place to shop and to be seen. Arcades offered shoppers the promise of an enclosed space away from the chaos of daily street life; a place shoppers could socialise and spend their leisure time. As thousands of glass covered arcades spread across Europe, they became grander and more ornately decorated. By the mid nineteenth century, promenading in these arcades became a popular pastime for the emerging middle classes.

In Europe, the Palais-Royal, which opened in 1784, became one of the earliest examples of the new style of shopping arcade, frequented by both the aristocracy and the middle classes. It developed a reputation as being a site of sophisticated conversation, revolving around the salons, cafés, and bookshops, but also became a place frequented by off-duty soldiers and was a favourite haunt of prostitutes, many of whom rented apartments in the building. In London, one of the first to use display windows in shops was retailer, Francis Place, who experimented with this new retailing method at his tailoring establishment in Charing Cross, where he fitted the shop-front with large plate glass windows. Although this was condemned by many, he defended his practice in his memoirs, claiming that he:

sold from the window more goods...than paid journeymen's wages and the expenses of housekeeping.

Retailers designed attractive shop fronts to entice patronage, using bright lights, advertisements and attractively arranged goods. The goods on offer were in a constant state of change, due to the frenetic change in fashions. A foreign visitor commented that London was "a world of gold and silver plate, then pearls and gems shedding their dazzling lustre, home manufactures of the most exquisite taste, an ocean of rings, watches, chains, bracelets, perfumes, ready-dresses, ribbons, lace, bonnets, and fruits from all the zones of the habitable world".

Le Bon Marché, founded in Paris, offered a wide variety of goods in "departments" inside one building, from 1851. Evolution of stores: from arcades to department stores. In the second half of the 19th-century, shops transitioned from 'single-function' shops selling one type of good, to the department store where a large variety of goods were sold. As economic growth, fueled by the Industrial Revolution at the turn of the 19th-century, steadily expanded, the affluent bourgeois middle-class grew in size and wealth. This urbanized social group was the catalyst for the emergence of the retail revolution of the period.

The term, "department store" originated in the United States. In 19th century England, these stores were known as emporia or warehouse shops. A number of major department stores opened across the US, Britain and Europe from the mid nineteenth century including; Harrod's of London in 1834; Kendall's in Manchester in 1836; Selfridges of London in 1909; Macy's of New York in 1858; Bloomingdale's in 1861; Sak's in 1867; J.C. Penney in 1902; Le Bon Marché of France in 1852 and Galeries Lafayette of France in 1905.

The first reliably dated department store to be established, was Harding, Howell & Co, which opened in 1796 on Pall Mall, London. This venture was described as being a public retail establishment offering a wide range of consumer goods in different departments. This pioneering shop was closed down in 1820 when the business partnership was dissolved. Department stores were established on a large scale from the 1840s and 50s, in France, the United Kingdom and the US. French retailer, Le Bon Marche, is an example of a department store that has survived into current times Originally founded in 1838 as a lace and haberdashery store, it was revamped mid-century and opened as a department store in 1852.

Many of the early department stores were more than just a retail emporium; rather they were venues where shoppers could spend their leisure time and be entertained. Some department stores offered reading rooms, art galleries and concerts. Most department stores had tea-rooms or dining rooms and offered treatment areas where ladies could indulge in a manicure. The fashion show, which originated in the US in around 1907, became a staple feature event for many department stores and celebrity appearances were also used to great effect. Themed events featured wares from foreign shores, exposing shoppers to the exotic cultures of the Orient and Middle-East.

Bergen Town Center-                                                                                                                                  Fashion Center. Four different shopping malls near New York City in Paramus, Bergen County, New Jersey, U.S., the top American retailing hub with $6 billion in sales annually. Each mall employs a different retail strategy to grow and thrive.

Retail format- Shopping hubs                                                                                                                      A larger commercial zone can be found in many cities, more formally called a central business district, but more commonly called "downtown" in the United States, or the "high street" in Britain, and souks in Arabic speaking areas.

Shopping hubs, or shopping centers, are collections of stores; that is a grouping of several businesses in a compact geographic area. It consists of a collection of retail, entertainment and service stores designed to serve products and services to the surrounding region. Typical examples include shopping malls, town squares, flea markets and bazaars.

Traditionally, shopping hubs were called bazaars or marketplaces; an assortment of stalls lining streets selling a large variety of goods. The modern shopping centre is now different from its antecedents, the stores are commonly in individual buildings or compressed into one large structure (usually called Mall in the USA).

The first modern shopping mall in the US was The Country Club Plaza in Kansas City which opened in 1922, from there the first enclosed mall was designed by Victor Gruen and opened in 1956 as Southdale Centre in Edina, Minnesota, a suburb of Minneapolis. Malls peaked in America in the 1980s-1990s when many larger malls were built, attracting consumers from within a 32 km radius with their luxurious department stores.

Different types of malls can be found around the world. Superregional malls are very large malls that contain at least five department stores and 300 shops. This type of mall attracts consumers from a broad radius (up to a 160-km). A regional mall can contain at least two department stores or "anchor stores". One of the biggest malls in the world is the one near Miami, called "Sawgrass Mills Mall": it has 2,370,610 square feet (220,237 m2) of retail selling space, with over 329 retail outlets and name brand discounters.

The smaller malls are often called open-air strip centres or mini-marts and are typically attached to a grocery store or supermarket. The smaller malls are less likely to include the same features of a large mall such as an indoor concourse, but are beginning to evolve to become enclosed to comply with all weather and customer preferences.

Stores-                                                                                                                                                            Deb Haaland shopping at a thrift store in Albuquerque, New Mexico in 2019. Stores are divided into multiple categories of stores which sell a selected set of goods or services. Usually they are tiered by target demographics based on the disposable income of the shopper. They can be tiered from cheap to pricey.

Some shops sell secondhand goods. Often the public can also sell goods to such shops. In other cases, especially in the case of a nonprofit shop, the public donates goods to these shops, commonly known as thrift stores in the United States, charity shops in the United Kingdom, or op shops in Australia and New Zealand. In give-away shops goods can be taken for free. In antique shops, the public can find goods that are older and harder to find. Sometimes people are broke and borrow money from a pawn shop using an item of value as collateral. College students are known to resell books back through college textbook bookstores. Old used items are often distributed through surplus stores.

Various types of retail stores that specialize in the selling of goods related to a theme include bookstores, boutiques, candy shops, liquor stores, gift shops, hardware stores, hobby stores, pet stores, pharmacies, sex shops and supermarkets. Other stores such as big-box stores, hypermarkets, convenience stores, department stores, general stores, dollar stores sell a wider variety of products not horizontally related to each other.

Home shopping-                                                                                                                                            Home mail delivery systems and modern technology, in combination with electronic commerce, allow consumers to shop from home. There are three main types of home shopping: mail or telephone ordering from catalogs; telephone ordering in response to advertisements in print and electronic media; and online shopping. Online shopping has completely redefined the way people make their buying decisions; the Internet provides access to a lot of information about a particular product, which can be looked at, evaluated, and comparison-priced at any given time. Online shopping allows the buyer to save the time and expense, which would have been spent traveling to the store or mall. According to technology and research firm Forrester, mobile purchases or mcommerce will account for 49% of ecommerce, or $252 billion in sales, by 2020.

Neighborhood shopping-                                                                                                                          Convenience stores are common in North America, and are often called "bodegas" in Spanish-speaking communities or "dépanneurs" in French-speaking ones. Sometimes peddlers and ice cream trucks pass through neighborhoods offering goods and services. Also, garage sales are a common form of second hand resale.

Neighbourhood shopping areas and retailers give value to a community by providing various social and community services, and a social place to meet. Neighbourhood retailing differs from other types of retailers such as destination retailers because of the difference in offered products and services, location and popularity. Neighbourhood retailers include stores such as; Food shops/marts, dairies, Pharmacies, Dry cleaners, Hairdressers/barbers, Bottle shops, Cafés and take-away shops . Destination retailers include stores such as; Gift shops, Antique shops, Pet groomers, Engravers, Tattoo parlour, Bicycle shops, Herbal dispensary clinics, Art galleries, Office Supplies and framers. The neighbourhood retailers sell essential goods and services to the residential area they are located in. There can be many groups of neighbourhood retailers in different areas of a region or city, but destination retailers are often part of shopping malls where the numbers of consumers is higher than that of a neighbourhood retail area. The destination retailers are becoming more prevalent as they can provide a community with more than the essentials, they offer an experience, and a wider scope of goods and services.

Party shopping-                                                                                                                                            The party plan is a method of marketing products by hosting a social event, using the event to display and demonstrate the product or products to those gathered, and then to take orders for the products before the gathering ends.

Shopping seasons-                                                                                                                                        Shopping frenzies are periods of time where a burst of spending occurs, typically near holidays in the United States, with Christmas shopping being the biggest shopping spending season, starting as early as October and continuing until after Christmas.

Some religions regard such spending seasons as being against their faith and dismiss the practice. Many contest the over-commercialization and the response by stores that downplay the shopping season often cited in the War on Christmas. The National Retail Federation (NRF) also highlights the importance of back-to-school shopping for retailers which comes second behind holiday shopping, when buyers often buy clothing and school supplies for their children. In 2017, Americans spent over $83 billion on back-to-school and back-to-college shopping, according to the NRF annual survey.

Seasonal shopping consists of buying the appropriate clothing for the particular season. In winter people bundle up in warm layers and coats to keep warm, while in summer people wear less clothing to stay cooler in the heat. Seasonal shopping now revolves a lot around holiday sales and buying more for less. Stores need to get rid of all of their previous seasonal clothing to make room for the new trends of the upcoming season. The end-of-season sales usually last a few weeks with prices lowering further towards the closing of the sale. During sales items can be discounted from 10% up to as much as 50%, with the biggest reduction sales occurring at the end of the season. Holiday shopping periods are extending their sales further and further with holidays such as Black Friday becoming a month-long event stretching promotions across November . These days shopping doesn't stop once the mall closes, as people have more access to stores and their sales than ever before with the help of the internet and apps. Today many people research their purchases online to find the cheapest and best deal with one third of all shopping searches on Google happen between 10:00 pm and 4:00 am. Shoppers are now spending more time consulting different sources before making a final purchasing decision. Shoppers once used an average of five sources for information before making a purchase, but numbers have risen to as high as 12 sources in 2014.

Spree shopping-                                                                                                                                            "Shopping spree" redirects here. For other uses, see Shopping Spree. Spree shopping, or ‘going on a shopping spree’, is an individual period of intense and indulgent shopping involving many purchases, which differs from both normal shopping and compulsive shopping in its scope and purpose. One study reportedly showed that the pleasure centers of the brain were stimulated during a shopping spree similarly to the stimulation experienced during sexual activity. A shopping spree may be "especially problematic for those whose immediate release of tension is followed by subsequent feelings of guilt, sadness, anger, or despair over what turned out to be an unwanted purchase".

Karva Chauth

Karva Chauth or Karwa Chauth is a Hindu festival celebrated by Hindu women of Nepal, Northern India and Western India in October or November on the Bikram Sambat month of Kartika. Like many Hindu festivals, Karva Chauth is based on a lunisolar variant of the Hindu Calendars. The festival falls on the fourth day after the full moon.

Karwa Chauth 2025-                                                                                                                                On Karva Chauth women observe a fast from sunrise to moonrise for the safety and longevity of their husbands. The Karva Chauth fast is traditionally celebrated in Nepal and the states of Delhi, Haryana, Rajasthan, Punjab, Jammu, Madhya Pradesh, Uttar Pradesh, Himachal Pradesh, Fiji. It is celebrated as Atla Tadde in Andhra Pradesh.

Origins-                                                                                                                                                          Karva is another word for 'pot'and chauth means 'fourth' in Hindi (a reference to the fact that the festival falls on the fourth day of the dark-fortnight, or Krishna paksha, of the month of Kartika). In Sanskrit scriptures, the festival is referred to as Karaka Chaturthi, karaka meaning an earthen water pitcher and chaturthi denoting the fourth day of the lunar Hindu month.

Karva Chauth is mostly celebrated in Northern India. Military campaigns were often conducted by Rajput men in far off places whereby Rajput men would leave their wives and children at home to go off to the war. Their wives would often pray for their safe return. The festival also coincides with the wheat-sowing time. Big earthen pots in which wheat is stored are sometimes called karvas, so the fast may have begun as a prayer for a good harvest in this predominantly wheat-eating Northwestern region.

Another story about the origin of this festival relates to the bond of feminine friendship. With the custom of arranged marriage being prevalent, the newlywed is supposed to reside with her husband and in-laws. Being new to the family, the custom arose of befriending another woman as her friend or sister for life. The friendship would be sanctified through a Hindu ritual during the marriage ceremony itself. The bride's friend would usually be of the same age, typically married into the same village and not directly related to her in-laws. This emotional and psychological bond would be considered akin to a blood relationship. It is said that Karva Chauth festival evolved to include celebrating this special bond of friendship.

A few days before Karva Chauth, married women would buy new karvas—7-9" in diameter and 2–3 litres capacity—and paint them on the outside with beautiful designs. Inside, they would put bangles and ribbons, home-made candy and sweets, make-up items, and small clothes. The women would then visit each other on the day of Karva Chauth and exchange these karvas.

Annual dates-                                                                                                                                                This section needs additional citations for verification. Please help improve this article by adding citations to reliable sources in this section. Unsourced material may be challenged and removed. 

Rituals-                                                                                                                                                      The fasting women collectively sitting in a circle, while doing Karva Chauth puja, singing song while performing the feris. The fasting women after performing the Karva Chauth puja, while offering water towards sun.

Married women pray for their husbands for their good health. Women begin preparing for Karva Chauth a few days in advance, by buying adornments (shringar), jewellery, and puja (prayer) items, such as the Karva lamps, matthi, Mehandi and the decorated puja thali. Local bazaars take on a festive look as shopkeepers put their Karva Chauth related products on display. On the day of the fast, women from Punjab region awake to eat and drink just before sunrise. In Uttar Pradesh, celebrants eat soot feni with milk in sugar on the eve of the festival. It is said that this helps them go without water the next day. In Punjab, sargi is an important part of this pre-dawn meal and always includes fenia. It is traditional for the sargi to be sent or given to the fasting woman by her mother-in-law. If she lives with her mother-in-law, the pre-dawn meal is prepared by the mother-in-law. On Karva Chauth occasion, fasting women choose to wear Karva Chauth special dresses like a traditional saari or lehenga to look their best. In some regions, women wear traditional dresses of their states.

The fast begins at dawn. Fasting women do not eat or drink during the day. Hindu wives perform various kind of rituals along with a vrata (fast) on Karva Chauth for their husband's long life.

In traditional observances of the fast, the fasting woman usually does no housework. Women apply Mehandi and other cosmetics to themselves and each other. The day passes in meeting friends and relatives. In some regions, it is customary to give and exchange painted clay pots filled with bangles, ribbons, home-made candy, cosmetics and small cloth it. Since Karva Chauth follows soon after the Kharif crop harvest in the rural areas, it is a good time for community festivities and gift exchanges. Parents often send gifts to their married daughters and their children.

Karva Chauth pujan-                                                                                                                                      In the evening, a community women-only ceremony is held. Participants dress in fine clothing and wear jewellery and mehandi, and dress in the complete finery of their wedding dresses. The dresses are frequently red, gold, pink, yellow or orange, which are considered auspicious colours. The fasters sit in a circle with their puja thalis. Depending on region and community, a version of the story of Karva Chauth is narrated, with regular pauses. The storyteller is usually an older woman or a priest, if one is present. The Karva Chauth puja song is sung collectively. In some parts of Uttar Pradesh, in the pauses, the singers perform the feris. While in other parts, the women keep some rice etc. in their hands while listening to the story.

The first six describe some of the activities of fast and the seventh describes the lifting of those restrictions with the conclusion of the fast. The forbidden activities include weaving cloth, pleading with or attempting to please anyone, and awakening anyone who is asleep. For the first six feris they sing. Veero kudiye Karvara, Sarv suhagan Karvara, Aye katti naya teri naa, Kumbh chrakhra feri naa, Aar pair payeen naa, Ruthda maniyen naa, Suthra jagayeen naa, Ve veero kuriye Karvara, Ve sarv suhagan Karvara.

For the seventh feri, they sing                                                                                                                      Veero kudiye Karvara, Sarv suhagan Karvara, Aye katti naya teri nee, Kumbh chrakhra feri bhee, Aar pair payeen bhee, Ruthda maniyen bhee, Suthra jagayeen bhee, Ve veero kuriye Karvara, Ve sarv suhagan Karvara.

In Uttar Pradesh and Rajasthan, participants exchange karvas seven times between themselves. In Rajasthan, before offering water seven times the fasting woman is asked "Dhapi ki Ni Dhapi?", to which she responds, "Jal se Dhapi, Suhaag se na Dhapi". An alternative ritual conducted by Uttar Pradeshis is prayer of "gaur mata" the earth. Specifically, celebrants will take a bit of soil, sprinkle water, and then place kumkum on it, treating it as an idol/manifestation of the fertile Mother Earth. In Rajasthan, stories are told by older women in the family, including narratives of Karva Chauth, Shiva, Parvati, and Ganesh. In earlier times, an idol of Gaur Mata was made using earth and cow dung, which has now been replaced with an idol of Parvati. In some communities, especially in and around Bangalore, a visual depiction of HG is used. Each fasting woman lights an earthen lamp in her thali while listening to the Karva story. Sindoor, incense sticks and rice are also kept in the thali.

In Uttar Pradesh, a priest or an elderly woman of the family narrates the story of beejabeti or Veeravati. Celebrants make idols of Shiva, Parvati, and Ganesha with mud and decorate them with colourful and bright clothes and jewellery. While exchanging karvas seven times, they sing. Sadaa suhagan karve lo, Pati ki pyari karve lo, Saat bhaiyon ke behen karve lo, Vart karni karve lo, Saas ki pyaari karve lo.

Karva Chauth pujan thali-                                                                                                                          Thereafter, the fasters offer baayna (a melange of goodies like halwa, puri, namkeen mathri, meethi mathri, etc.) to the idols and hand over to their mother-in-law or sister-in-law.

The fera ceremony concluded, the women await the rising of the moon. Once the moon is visible, depending on the region and community, it is customary for a fasting woman, to view the moon or its reflection in a vessel filled with water, through a sieve, or through the cloth of a dupatta. Then, the woman looks at her husband's face through the sieve. Water is offered to the moon to secure its blessings. In some regions, the woman says a brief prayer asking for her husband's life. It is believed that at this stage, spiritually strengthened by her fast, the woman can successfully confront and defeat death (personified by Yama). In Rajasthan, the women say "Like the gold necklace and the pearl bracelet, just like the moon may my suhaag always shine brightly."

Her husband then takes the water from the thali and offers it to his wife; taking her first sip of water during the day, the fast is now broken and the woman can have a complete meal.

Popular cultural aspects and critiques. The fasting women collectively sitting in a circle, while doing Karva Chauth puja.

In modern North India and Northwestern India society, Karva Chauth is considered to be a romantic festival, symbolising the love between a husband and wife. It has been celebrated in Hindi movies such as Dilwale Dulhania Le Jayenge, where an unmarried woman signals her love for a man by keeping the fast for him and he reciprocates by secretly fasting as a gesture of empathy, as well as demonstrating his concern for her during the day and breaking her fast by feeding her at moonrise, and Baghban, in which, over the telephone, a man persuades his fasting elderly wife to break her fast because they have been separated by their uncaring children. News coverage of celebrities sometimes highlights the keeping of the fast by an unmarried public figure because it indicates a strong and likely permanent romantic attachment. Similar to Valentine's Day, the lack of a romantic partner can acutely be felt by unattached women. The festival is used extensively in advertising campaigns in the region, for instance in a Chevrolet TV spot in which a man demonstrates his caring for his wife by buying a car with a sunroof so he can drive her around on Karva Chauth night until she spots the moon through it.

Woman breaking the fast by looking at husband                                                                                          Since Karva Chauth is celebrated primarily by women (men are entirely excluded from the festival's observances until moonrise, though they are expected to demonstrate attention and concern for their fasting wives) and because beauty rituals and dressing-up are a significant part of the day, the festival is seen as an event that bonds women together. In the present day, groups of unmarried women sometimes keep the fast out of a sense of friendship, though this practice is far from universal. This is especially true in the urban areas of North India and Northwestern India, where the fasting is interpreted as a prayer for a loving husband in the future. Another trend in the northern urban areas is the spreading of the festival's observance to few women originating in communities and regions that have not traditionally celebrated Karva Chauth or even been aware of the festival's existence. The same is true for Gujarat. Karva Chauth 2018 Date 27 October

In certain regions of Bengal, Northeast India, and Bhutan, notably during the Karva Chauth celebrations, a distinctive tradition is observed where teenage boys actively participate in the festivities and join married women in the fasting rituals. The practice is believed to symbolise a collective aspiration for the boys to find suitable life partners in the future. There is also a spiritual dimension to this tradition, as it is said to be an act of devotion to the deity Parvati, who is venerated for her role as a symbol of marital harmony and longevity.

Traditional tales-                                                                                                                                          There are legends associated with the Karva Chauth festival. In some tellings, the tales are interlinked, with one acting as a frame story for another.

Story of Queen Veeravati-                                                                                                                           A beautiful queen called Veeravati was the only sister of seven loving brothers. She spent her first Karva Chauth as a married woman at her parents' house. She began a strict fast after sunrise but, by evening, was desperately waiting for the moonrise as she suffered severe thirst and hunger. Her seven brothers couldn't bear to see their sister in such distress and created a mirror in a pipal tree that made it look as though the moon had risen. The sister mistook it for the moon and broke her fast. The moment she took the first morsel of food, she sneezed. In her second morsel she found hair. After the third she learned the news of her husband, the king, was dead. Heartbroken, she wept through the night until her shakti compelled a goddess to appear and ask why she crying. When the queen explained her distress, the goddess revealed how she had been tricked by her brothers and instructed her to repeat the Karva Chauth fast with complete devotion. When Veeravati repeated the fast, Yama was forced to restore her husband to life.

In a variant of this story, the brothers build a massive fire behind a mountain instead and trick their sister by convincing her that the glow is the moon. She breaks her fast and word arrives that her beloved husband has died. She immediately begins running to her husband's house, which is somewhat distant, and is intercepted by Shiva-Parvati. Parvati reveals the trickery to her, cuts her own little finger to give the wife a few drops of her holy blood, and instructs her to be careful in keeping the complete fast in the future. The wife sprinkles Parvati's blood on her dead husband and, coming back to life, they are reunited.

Legend of Mahabharata-                                                                                                                            The belief in this fast and its associated rituals is associated with a legend of the Mahabharata. Draupadi, too, is said to have observed this fast. Once Arjuna went to the Nilgiris for penance and the rest of the Pandavas faced many problems in his absence. Draupadi, out of desperation, remembered Krishna and asked for help. Krishna reminded her that on an earlier occasion, when Parvati had sought Shiva's guidance under similar circumstances, she had been advised to observe the fast of Karva Chauth. In some tellings of this legend, Shiva tells Parvati the story of Veeravati to describe the Karva Chauth fast. Draupadi followed the instructions and observed the fast with all its rituals. Consequently, the Pandavas were able to overcome their problems.

The legend of Karva-                                                                                                                                    A woman named Karva was deeply devoted to her husband. Her intense love towards him gave her shakti. While bathing at a river, her husband was caught by a crocodile. Karva bound the crocodile with cotton yarn and asked Yama to send the crocodile to hell. Yama refused. Karva threatened to curse Yama and destroy him. Yama, afraid of being cursed by a pativrata  wife, sent the crocodile to hell and blessed Karva's husband with a long life. Karva and her husband enjoyed many years of wedded bliss. To this day, Karva Chauth is celebrated with great faith and belief.

Advertising

                                   

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement.

Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations, and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.

In the 19th century, soap businesses were among the first to employ large-scale advertising campaigns. Thomas J. Barratt was hired by Pears to be its brand manager—the first of its kind—and in addition to creating slogans and images, he recruited West End stage actress and socialite Lillie Langtry to become the poster girl for Pears, making her the first celebrity to endorse a commercial product. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising.

Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion. Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor, and 4.3% on radio. Internationally, the largest ("Big Five") advertising agency groups are Omnicom, WPP, Publicis, Interpublic, and Dentsu.

History- History of advertising                                                                                                                  Bronze plate for printing an advertisement for the Liu family needle shop at Jinan, Song dynasty China. It is the world's earliest identified printed advertising medium.

Edo period LEL flyer from 1806 for a traditional medicine called Kinseitan                                        Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.

In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with "Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time" written above and below is considered the world's earliest identified printed advertising medium.

In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith", images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers to announce their whereabouts. The first compilation of such advertisements was gathered in "Les Crieries de Paris", a thirteenth-century poem by Guillaume de la Villeneuve.

18th-19th century- Newspaper Advertising                                                                                                  Poster for Pears soap created under Thomas J. Barratt's leadership, 1900. Victoria and Albert Museum, London. In the 18th century, advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

In the United States, newspapers grew quickly in the first few decades of the 19th century, in part due to advertising. By 1822, the United States had more newspaper readers than any other country. About half of the content of these newspapers consisted of advertising, usually local advertising, with half of the daily newspapers in the 1810s using the word "advertiser" in their name.

"Beechams Pills: Worth a guinea a box", the first advertising slogan from August 1859                          In August 1859, British pharmaceutical firm Beechams created a slogan for Beecham's Pills: "Beechams Pills: Worth a guinea a box", which is considered to be the world's first advertising slogan. The Beechams adverts would appear in newspapers all over the world, helping the company become a global brand. The phrase was said to be uttered by a satisfied lady purchaser from St Helens, Lancashire, the founder's hometown.

Beecham's slogan in the Los Angeles Herald, July 20, 1893                                                                         In June 1836, the French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.

Late 19th century-  Modern Advertising                                                                                                        The late 19th and early 20th centuries saw the rise of modern advertising, driven by industrialization and the growth of consumer goods. This era saw the dawn of ad agencies, employing more cunning methods— persuasive diction and psychological tactics. Thomas J. Barratt of London has been called "the father of modern advertising". Working for the Pears soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images, and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century. In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster girl for Pears, making her the first celebrity to endorse a commercial product.

A Coca-Cola advertisement from the 1890s                                                                                          Becoming the company's brand manager in 1865, listed as the first of its kind by the Guinness Book of Records, Barratt introduced many of the crucial ideas that lie behind successful advertising, and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste."

Advertising for Huntley & Palmers wafers c. 1890                                                                                Enhanced advertising revenues was one effect of the Industrial Revolution in Britain. Thanks to the revolution and the consumers it created, by the mid-19th century biscuits and chocolate became products for the masses, and British biscuit manufacturers were among the first to introduce branding to distinguish grocery products. One the world's first global brands, Huntley & Palmers biscuits were sold in 172 countries in 1900, and their global reach was reflected in their advertisements. George William Joy's depiction of the interior of a late 19th century omnibus conspicuously shows the advertisements placed overhead.

Advertisement for Guy's Tonic in the 1900s                                                                                          Advertising revenue as a percent of US GDP shows a rise in audio-visual and digital advertising at the expense of print media. An Estonian language advertisement about a cruise between Tallinn and Helsinki in the 1930s

A print advertisement for the 1913 issue of the Encyclopædia Britannica                                                As a result of massive industrialization, advertising increased dramatically in the United States. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since the Great Recession.

Industry could not benefit from its increased productivity without a substantial increase in consumer spending. This contributed to the development of mass marketing designed to influence the population's economic behavior on a larger scale. In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – "sublimated" into the desire to purchase commodities. Edward Bernays, a nephew of Sigmund Freud, became associated with the method and is sometimes called the founder of modern advertising and public relations. Bernays claimed that:

General principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand the true motives and not be content to accept the reasons which men give for what they do.

In other words, selling products by appealing to the rational minds of customers was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. "Sex sells" became a controversial issue, with techniques for titillating and enlarging the audience posing a challenge to conventional morality.

In the 1920s, under Secretary of Commerce Herbert Hoover, the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called 'Advertising Is a Vital Force in Our National Life." In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce, Julius Klein, stated "Advertising is the key to world prosperity." This was part of the "unparalleled" collaboration between business and government in the 1920s, according to a 1933 European economic journal. The tobacco companies became major advertisers in order to sell packaged cigarettes. The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking.

Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle. An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of the immigrant press.

1916 Ladies' Home Journal version of the famous ad by Helen Lansdowne Resor of the J. Walter Thompson Agency. At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "A skin you love to touch".

In the 1920s, psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, "Man has been called the reasoning animal, but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible". He demonstrated this through his advertising technique of a direct command to the consumer.

Radio from the 1920s  -                                                                                                                       Advertisement for a live radio broadcast, sponsored by a milk company, Adohr milk, and published in the Los Angeles Times on May 6, 1930. In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs, and civic groups who also set up their own stations. Retailers and consumer goods manufacturers quickly recognized radio's potential to reach consumers in their homes and soon adopted advertising techniques that would allow their messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s.

The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift that forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption, and usage behavior; their needs, wants, and aspirations. The earliest radio drama series were sponsored by soap manufacturers and the genre became known as a soap opera. Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations, which could be sold to multiple businesses. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising.

By the 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of the most enduring campaigns of the 20th century.

Commercial television in the 1950s-                                                                                                              In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.

Cable television from the 1980s -                                                                                                                   The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.

Internet from the 1990s- Online advertising                                                                                            With the advent of the ad server, online advertising grew, contributing to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google, changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising. Online advertising introduced new opportunities for targeting and engagement, with platforms like Google and Facebook leading the charge. This shift has significantly altered the advertising landscape, making digital advertising a dominant force in the industry.

The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent.

Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter. The advertising business model has also been adapted in recent years.[when?][clarification needed] In media for equity, advertising is not sold, but provided to start-up companies in return for equity. If the company grows and is sold, the media companies receive cash for their shares.

Domain name registrants sometimes "park" their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through a domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites.

Classification-                                                                                                                                        Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose. 9–15  For example, in print advertising, classification by style can include display advertising vs. classified advertising. Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness, or to elicit an immediate sale. The term above the line is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line. The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns.

Traditional media-                                                                                                                                 Advertising man pasting a bill for Madame Tussauds, London in 1877.                                                Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an "identified" sponsor pays to deliver their message through a medium is advertising.

Television-                                                                                                                                              Television advertising is one of the most expensive types of advertising; networks charge large amounts for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television – with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements. During the 2014 edition of this game, the average thirty-second ad cost US$4 million, and $8 million was charged for a 60-second spot. Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. Virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible. An infomercial is a long-format television commercial, typically five minutes or longer. The name blends the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe and often demonstrate products, and commonly have testimonials from customers and industry professionals.

Radio-                                                                                                                                                          Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online-                                                                                                                                                          Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. A newer form of online advertising is Native Ads; they go in a website's news feed and are supposed to improve user experience by being less intrusive. However, some people argue this practice is deceptive.

Domain names-                                                                                                                                          Domain name advertising is most commonly done through pay per click web search engines, however, advertisers often lease space directly on domain names that generically describe their products. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as "direct navigation", or "type in" web traffic. Although many Internet users search for ideas and products using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as "geraniums" and add ".com" to the end of it. Sometimes they will do the same with ".org" or a country-code Top Level Domain. When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead. Domain name advertising was originally developed by Oingo, one of Google's early acquisitions.

Product placements-                                                                                                                                    This is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics", because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

Print-                                                                                                                                                      Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. One form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad paid by the word or line. Another form of print advertising is the display ad, which is generally a larger ad with design elements that typically run in an article section of a newspaper. 

Hoardings as seen on commercial buildings in Hyderabad, India                                                            Billboards, also known as hoardings in some parts of the world, are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large numbers of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The form known as street advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces. Sheltered outdoor advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where the creative decor can intensify the impression. Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions, sporting events, store openings and similar promotional events, and big advertisements from smaller companies.

Point of sale-                                                                                                                                                  In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Novelties-                                                                                                                                              Advertising printed on small tangible items such as coffee mugs, T-shirts, pens, bags, and such is known as novelty advertising. Some printers specialize in printing novelty items, which can then be distributed directly by the advertiser, or items may be distributed as part of a cross-promotion, such as ads on fast food containers.

Celebrity endorsements-                                                                                                                         Advertising in which a celebrity endorses a product or brand leverages celebrity power, fame, money, and popularity to gain recognition for their products or to promote specific stores' or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, and Toyota.