Printed Advertisement 1947-1970: Bengali Middleclass; An Interaction
This work explains the politics of the patterns of the advertisements printed in the newspapers published in Bengal between 1947 and 1970, and the sociology of the encounter of the Bengali middleclass with these. Many of the cited advertisements were meant for the entire country but regional particu...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newcastle upon Tyne
Cambridge Scholars Publishing
2014
|
| Ausgabe: | 1st ed |
| Schlagworte: | |
| Zusammenfassung: | This work explains the politics of the patterns of the advertisements printed in the newspapers published in Bengal between 1947 and 1970, and the sociology of the encounter of the Bengali middleclass with these. Many of the cited advertisements were meant for the entire country but regional particularities were pronounced during the period under review, and the bhadralok consciously maintained a unique constructed identity that dates back to the colonial epoch. Therefore, their encounter with these advertisements too had regional peculiarities. The advertising texts of this period frequently referred to nationalism, tradition and work ethics, and were remarkably sober and controlled, compared to modern advertisements. Nevertheless, they contrived to reiterate the existing and emerging desires of probable consumers. The idiom of those advertisements prescribed a lifestyle and consumption pattern for the most volatile class, ready to satisfy their desires, if only symbolically, through consumption, and prepared the ground for present-day advertisements. The language was restrained only because the market culture was still weak then, and some traditional values had persisted, among the probable consumers, because of the objective conditions. But even without those advertisements, such traditional values would not have been perpetual, though present-day advertisements would have to grope for a language required to encourage consumerism |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 online resource (230 pages) |
| ISBN: | 9781443871020 9781443859073 |
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| 520 | |a This work explains the politics of the patterns of the advertisements printed in the newspapers published in Bengal between 1947 and 1970, and the sociology of the encounter of the Bengali middleclass with these. Many of the cited advertisements were meant for the entire country but regional particularities were pronounced during the period under review, and the bhadralok consciously maintained a unique constructed identity that dates back to the colonial epoch. Therefore, their encounter with these advertisements too had regional peculiarities. The advertising texts of this period frequently referred to nationalism, tradition and work ethics, and were remarkably sober and controlled, compared to modern advertisements. Nevertheless, they contrived to reiterate the existing and emerging desires of probable consumers. The idiom of those advertisements prescribed a lifestyle and consumption pattern for the most volatile class, ready to satisfy their desires, if only symbolically, through consumption, and prepared the ground for present-day advertisements. The language was restrained only because the market culture was still weak then, and some traditional values had persisted, among the probable consumers, because of the objective conditions. But even without those advertisements, such traditional values would not have been perpetual, though present-day advertisements would have to grope for a language required to encourage consumerism | ||
| 648 | 4 | |a Geschichte 1900-2000 | |
| 648 | 4 | |a Geschichte 1800-1900 | |
| 650 | 4 | |a Geschichte | |
| 650 | 4 | |a Gesellschaft | |
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| 650 | 4 | |a Advertising, Newspaper -- India -- Bengal -- History -- 20th century | |
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Datensatz im Suchindex
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| author | Ghosh, Chilka |
| author_facet | Ghosh, Chilka |
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| author_sort | Ghosh, Chilka |
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| dewey-full | 659.10954 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.10954 |
| dewey-search | 659.10954 |
| dewey-sort | 3659.10954 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1st ed |
| era | Geschichte 1900-2000 Geschichte 1800-1900 |
| era_facet | Geschichte 1900-2000 Geschichte 1800-1900 |
| format | Electronic eBook |
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The language was restrained only because the market culture was still weak then, and some traditional values had persisted, among the probable consumers, because of the objective conditions. 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| id | DE-604.BV043613507 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:30:54Z |
| institution | BVB |
| isbn | 9781443871020 9781443859073 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029027566 |
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| publishDate | 2014 |
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| publisher | Cambridge Scholars Publishing |
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| spelling | Ghosh, Chilka Verfasser aut Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction 1st ed Newcastle upon Tyne Cambridge Scholars Publishing 2014 © 2014 1 online resource (230 pages) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources This work explains the politics of the patterns of the advertisements printed in the newspapers published in Bengal between 1947 and 1970, and the sociology of the encounter of the Bengali middleclass with these. Many of the cited advertisements were meant for the entire country but regional particularities were pronounced during the period under review, and the bhadralok consciously maintained a unique constructed identity that dates back to the colonial epoch. Therefore, their encounter with these advertisements too had regional peculiarities. The advertising texts of this period frequently referred to nationalism, tradition and work ethics, and were remarkably sober and controlled, compared to modern advertisements. Nevertheless, they contrived to reiterate the existing and emerging desires of probable consumers. The idiom of those advertisements prescribed a lifestyle and consumption pattern for the most volatile class, ready to satisfy their desires, if only symbolically, through consumption, and prepared the ground for present-day advertisements. The language was restrained only because the market culture was still weak then, and some traditional values had persisted, among the probable consumers, because of the objective conditions. But even without those advertisements, such traditional values would not have been perpetual, though present-day advertisements would have to grope for a language required to encourage consumerism Geschichte 1900-2000 Geschichte 1800-1900 Geschichte Gesellschaft Advertising -- Social aspects -- India -- Bengal -- History -- 19th century Advertising -- Social aspects -- India -- Bengal -- History -- 20th century Advertising, Newspaper -- India -- Bengal -- History -- 19th century Advertising, Newspaper -- India -- Bengal -- History -- 20th century Indien Erscheint auch als Druck-Ausgabe Ghosh, Chilka Printed Advertisement 1947-1970 : Bengali Middleclass; An Interaction |
| spellingShingle | Ghosh, Chilka Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction Geschichte Gesellschaft Advertising -- Social aspects -- India -- Bengal -- History -- 19th century Advertising -- Social aspects -- India -- Bengal -- History -- 20th century Advertising, Newspaper -- India -- Bengal -- History -- 19th century Advertising, Newspaper -- India -- Bengal -- History -- 20th century |
| title | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_auth | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_exact_search | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_full | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_fullStr | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_full_unstemmed | Printed Advertisement 1947-1970 Bengali Middleclass; An Interaction |
| title_short | Printed Advertisement 1947-1970 |
| title_sort | printed advertisement 1947 1970 bengali middleclass an interaction |
| title_sub | Bengali Middleclass; An Interaction |
| topic | Geschichte Gesellschaft Advertising -- Social aspects -- India -- Bengal -- History -- 19th century Advertising -- Social aspects -- India -- Bengal -- History -- 20th century Advertising, Newspaper -- India -- Bengal -- History -- 19th century Advertising, Newspaper -- India -- Bengal -- History -- 20th century |
| topic_facet | Geschichte Gesellschaft Advertising -- Social aspects -- India -- Bengal -- History -- 19th century Advertising -- Social aspects -- India -- Bengal -- History -- 20th century Advertising, Newspaper -- India -- Bengal -- History -- 19th century Advertising, Newspaper -- India -- Bengal -- History -- 20th century Indien |
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