Shoveling Smoke: Advertising and Globalization in Contemporary India
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...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Durham
Duke University Press
[2003]
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| Schlagworte: | |
| Online-Zugang: | FAB01 FAW01 FCO01 FHA01 FKE01 FLA01 UPA01 UBG01 Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | Description based on online resource; title from PDF title page (publisher's Web site, viewed 12. Dez 2020) |
| Beschreibung: | 1 online resource (378 pages) 16 illus |
| ISBN: | 9780822385196 |
| DOI: | 10.1515/9780822385196 |
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| spelling | Mazzarella, William Verfasser aut Shoveling Smoke Advertising and Globalization in Contemporary India William Mazzarella Durham Duke University Press [2003] © 2003 1 online resource (378 pages) 16 illus txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from PDF title page (publisher's Web site, viewed 12. Dez 2020) 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 In English BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising Social aspects India Advertising India Consumption (Economics) India Globalization Economic aspects India Marketing India https://doi.org/10.1515/9780822385196 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Mazzarella, William Shoveling Smoke Advertising and Globalization in Contemporary India BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising Social aspects India Advertising India Consumption (Economics) India Globalization Economic aspects India Marketing India |
| title | Shoveling Smoke Advertising and Globalization in Contemporary India |
| title_auth | Shoveling Smoke Advertising and Globalization in Contemporary India |
| title_exact_search | Shoveling Smoke Advertising and Globalization in Contemporary India |
| title_exact_search_txtP | Shoveling Smoke Advertising and Globalization in Contemporary India |
| title_full | Shoveling Smoke Advertising and Globalization in Contemporary India William Mazzarella |
| title_fullStr | Shoveling Smoke Advertising and Globalization in Contemporary India William Mazzarella |
| title_full_unstemmed | Shoveling Smoke Advertising and Globalization in Contemporary India William Mazzarella |
| title_short | Shoveling Smoke |
| title_sort | shoveling smoke advertising and globalization in contemporary india |
| title_sub | Advertising and Globalization in Contemporary India |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising Social aspects India Advertising India Consumption (Economics) India Globalization Economic aspects India Marketing India |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Advertising Social aspects India Advertising India Consumption (Economics) India Globalization Economic aspects India Marketing India |
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