In the early 20th century, 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. In recent days, manufacturers of jewellery have started promoting their product through several Medias of advertising to establish and expand their market. Advertising is necessary so that consumers know about the introduction of the product, its usefulness, its availability etc. In this context, the researcher felt a need to identify the influence of such advertisements on the buying behavior of the consumers.