SOCIAL SCIENTIST saying that costly dresses or sarees have to be delicately handled so that they last for a whole lifetime. Hair too has to be maintained or groomed properly and the husband declares that his wife too has to be carefully kept because she is an invaluable article. The wife is also happy at being thus pampered and protected by her husband. The advertisements which target women viewers often get their ideas from romances. The point in bringing this into the discussion is that most Mills and Boon novels used to carry advertisements of this kind. The books have to be seen as entire consumer articles which carry attractive offers for dutiful mothers, daughters and wives. This is to say that the get up of the book is no less important than the narrative as the readers go through the pictures and advertisements while reading and internalise the desire for those articles as well. Some Indian advertisements like those of Clearasil ointment, Anne French hair remover or cleansing milk, Godrej hair remover, etc., had their advertisements specially made to be inserted in the novels. Later the television became much more viable option for the advertisers in India. John and Caitlin Matthews in their introduction to A Fairy Tale Reader: A collection of story, love and vision writes3: "The happy ending is perhaps the single most important element in all of the fairy-tale tradition. Tolkien coined the word "eucatastrophy' or "happy outcome' to describe it, referring to the sense of overwhelming relief and joy which accompanies the reading of many of the classic fairytales. These stories offer hope, a chance for the littlest brother or sister, the poorest farmer or fisherman, the most obscure child or the ugliest woman [my emphasis], to prevail, to change their lives, to aspire to greater things and to succeed." This ugliest woman becomes the pivotal character of the romance. The unattractive maiden is metaphorically she who has failed to conform to the "norms' and is therefore not "feminine5 enough. Most often the lack of "femininity' is expressed through the woman's want of desire for make-up and beautiful, sexually alluring dresses. Like Cinderella the heroine of the romance goes through the beautification process. She has to adorn herself for the hero. So the need for cosmetics like Clearasil ointment, Anne French cleansing milk, Godrej hair remover, Pantene pro-v shampoo, etc., is important. One must note that almost all romances are supposedly written from the woman's/heroine's angle. We get to know the minute details of the heroine, her background, her attire, her make-up, her psychology - in short one has to go through all the tedious details explaining her transformation into a worldly-wise, desirable woman. It gives the reader the impression that women too