Advertising has long been criticised by economists as being anticompetitive. This view has received a set back recently with the advent of the economics of information. According to this theory, advertising may have a saving grace, viz. that it provides consumers with sufficient information to make a more satisfying, and cheaper, purchase decision. This thesis has two aims. The first is to test this contention, to see whether advertisements do in fact contain enough information for a more optimal choice to be made. The•' second, and less explicit, aim is to investigate the theoretical basis which allows a study of consumer behaviour, especially in relation to the information gleaned from advertisements. The preliminary result' suggested by this thesis is that advertisements do not provide sufficient consumer information Alternative sources of information are mentioned for their ability to satisfy consumers' information needs Also, limitations of this study are recognised and some improvements s11ggested.