The ties of love and affection are such that they do not dissolve after someone departs from this world. There is not even a single individual who doesn’t miss their loved who after their death. And if the unfortunate incident has happened in recent times then the survivors are all the more inconsolable. However, despite so much pain in their hearts and restlessness in their minds they do not forget to pay tributes to the departed soul. In Hinduism there are specific rituals meant to honour the deceased and pray for the well-being of the soul. Consequently, in some communities “Chautha” is observed on the fourth day after the death of someone (some people also consider the fourth day after the funeral). Proper ceremonies are conducted on Chautha and family members, relatives, well-wishers, etc. gather together for a prayer meet which is also referred to as a “Shanti Paath.” On the Chautha day all the rituals related with the one bygone are completed. And it is believed that the departed soul can now proceed with their onward journey.
Since it is a very important day after someone’s demise hence people often make announcements of this day through ad in newspaper. Why newspaper, you might be wondering this? Well, because news journals reach a wide population pool and hence a lot of people go through newspaper advertisements. We can say that newspapers take the notice far and wide with a single advert.
Chautha ad, just like the death notices (called obituary Ad) has a specific format. These notices provide the photograph of the deceased which is the first and foremost important information to provide. The photograph is essential so that the readers can recognize the one bygone. In addition to it such adverts also provide the information about the survivors, their contact details, rituals and ceremonies to be held and date, time and venue of the same.
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