Shoveling Smoke

Advertising and Globalization in Contemporary India

Автор: William Mazzarella

Език:

Корици: С твърди корици

Издател: Duke University Press

Наличност: 50% вероятност

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A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images i...

Информация за книгата

Автор

William Mazzarella

Език

Английски език

Корици

Книга - С твърди корици

Издадена

2003

страници

384

EAN

9780822331094

ISBN

0822331098

Enbook ID

04937785

Издател

Duke University Press

Теглоt

653

Размери

149 x 235 x 32

Пълно 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 globalised marketplace, "Shoveling Smoke" is a path-breaking 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.

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Shoveling Smoke

Advertising and Globalization in Contemporary India

Информация за книгата

Пълно описание

Може също да ви хареса

Клиенти, които купиха тази книга, купиха също