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American advertising leads the world not only in volume of business but in the complexity of its organization and of its procedures. For these reasons, this article deals primarily with advertising in the U.S. Modern advertising is an integral segment of urban industrial civilization, mirroring contemporary life in its best and worst aspects. Having proven its force in the movement of economic goods and services, advertising since the early 1960s has been directed in increasing quantity toward matters of social concern. The continuing cancer and anti-drug abuse campaigns are only two examples of the use of the advertising industry as a means to promote public welfare. Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional advertising.