The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality 9781350278042

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Автор: Douglas E. Haynes
Название: The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality
ISBN: 9781350278042
Издательство: Bloomsbury Academic
Классификация:

История Азии

Социальная история и история культуры

Колониализм и империализм

Экономическая история

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ISBN-10: 1350278041
Обложка/Формат: Hardback
Страницы: 328
Вес: 0.45 кг.
Дата издания: 20.10.2022
Серия: Critical perspectives in south asian history
Язык: English
Иллюстрации: 90 bw illus; 90 bw illus
Размер: 170 x 245 x 14
Читательская аудитория: Professional and scholarly
Ключевые слова: Advertising industry,Asian history,Colonialism & imperialism,Economic history,Social & cultural history, BUSINESS & ECONOMICS / Corporate & Business History,BUSINESS & ECONOMICS / Economic History,HISTORY / Asia / India & South Asia,HISTORY / Modern / 20th Century,HISTORY / Social History
Подзаголовок: Advertising and the making of modern conjugality
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Поставляется из: Англии
Описание: This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a ‘brand-name capitalism’ among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women’s medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of ‘brand-name capitalism’ and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality, Douglas E. Haynes