Shoveling Smoke: Advertising and Globalization in Contemporary India, William Mazzarella
Автор: Mazzarella, William Название: Shoveling smoke ISBN: 0822331454 ISBN-13(EAN): 9780822331452 Издательство: Wiley EDC Рейтинг: Цена: 4117.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients.
An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.
Автор: Inukonda, Sumanth Название: Media, Nationalism and Globalization ISBN: 0367134926 ISBN-13(EAN): 9780367134921 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book explores the meanings of nationalism in a post-globalization, postcolonial context. It provides an in-depth understanding of the relationship between marginalized groups, media and politics by a focused study of the Telangana movement in India.
Название: Temporary Migration, Transformation and Development ISBN: 1138561282 ISBN-13(EAN): 9781138561281 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book examines how temporary migration entails transformative characteristics which manifest in political, legal, economic, social and cultural aspects. It highlights that transnationally mobile people are active agents of transformations on local, national and international scales.
Название: Work and health in india ISBN: 1447327365 ISBN-13(EAN): 9781447327363 Издательство: Marston Book Services Рейтинг: Цена: 17026.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This interdisciplinary work connects the transformation of India`s labour market with changes in health and health problems to offer an analysis that is unprecedented in scope and depth.
Автор: Geeta Nair Название: Gendered Impact of Globalization of Higher Education ISBN: 1137513632 ISBN-13(EAN): 9781137513632 Издательство: Springer Рейтинг: Цена: 8384.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book explores the significant role education plays in the promotion of human development and gender equality in India, situating this progression in relation to developed nations, the other BRIC countries and the ongoing attainment of the Millennium Development Goals.
Автор: Siddiqui, Anjum Название: India and South Asia ISBN: 0765614529 ISBN-13(EAN): 9780765614520 Издательство: Taylor&Francis Рейтинг: Цена: 27562.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Upadhya, Carol Название: Provincial Globalization in India ISBN: 0367589168 ISBN-13(EAN): 9780367589165 Издательство: Taylor&Francis Рейтинг: Цена: 6430.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
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.
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