Capitalization In orthography and typography, letter case is the distinction between upper case (capital letters) and lower case (small letters). .We use capital letters as the rule of English language in the first sentence, pronoun, nicknames of particular persons, characters’ name of the specific places, planets, countries, cities, etc……..but we use capital letters in advertising in different position and it is acceptable to use them in adds and sign as required- There is independent Montage Advice. There is no grammatical reason for that. This is only acceptable in advertisement. Eat our Doughnuts and get Thinner. ‘D’ and ‘T’ we used in capital letters to make the advertiser more attractive to the reader, another example Kid Eat Free. Eat Milk with every Meal. The product names are generally written in capital letters when they are independent example AMUL, GULAB JAMUN (kind of sweet) Sometimes the whole heading is capitalized. CNN. ECTV (Evanston community television) YEMEN’S MOST TESTED / TRUSTED TROUBLE FREE TV. Capital letters attract attention and work as ‘’stoppers”. Important words are capitalized because they give a brief message, even to a hurried reader, no matter how fast he turns his page. Capital letters emphasize their meaning, when other words of least importance around there are written in small letters. The reader accepts the familiar. John Caples (1977) makes comment in this regard. He thinks that writing a full copy in capital letters is