The emergence of brand-name capitalism in late colonial India: advertising and the making of modern conjugality
"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 a...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York, NY
Bloomsbury Academic
2023
|
| Schriftenreihe: | Critical perspectives in South Asian history
|
| Schlagworte: | |
| Zusammenfassung: | "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"-- |
| Beschreibung: | "First published in Great Britain" Includes bibliographical references and index |
| Beschreibung: | xvi, 306 Seiten Illustrationen |
| ISBN: | 9781350278042 9781350278073 |
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| 245 | 1 | 0 | |a The emergence of brand-name capitalism in late colonial India |b advertising and the making of modern conjugality |c Douglas E. Haynes |
| 246 | 1 | 3 | |a The emergence of brand-name capitalism in late colonial India : advertising and the making of middle-class conjugality |
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| 520 | 3 | |a "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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Datensatz im Suchindex
| _version_ | 1805086241751826432 |
|---|---|
| adam_text | |
| any_adam_object | |
| author | Haynes, Douglas E. 1952- |
| author_GND | (DE-588)170179451 |
| author_facet | Haynes, Douglas E. 1952- |
| author_role | aut |
| author_sort | Haynes, Douglas E. 1952- |
| author_variant | d e h de deh |
| building | Verbundindex |
| bvnumber | BV049693698 |
| classification_rvk | AP 17250 NQ 5765 QW 500 |
| ctrlnum | (OCoLC)1343853263 (DE-599)KXP1789764084 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Geschichte Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV049693698 |
| illustrated | Illustrated |
| indexdate | 2024-07-20T08:33:07Z |
| institution | BVB |
| isbn | 9781350278042 9781350278073 |
| language | English |
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| series2 | Critical perspectives in South Asian history |
| spelling | Haynes, Douglas E. 1952- Verfasser (DE-588)170179451 aut The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality Douglas E. Haynes The emergence of brand-name capitalism in late colonial India : advertising and the making of middle-class conjugality London ; New York, NY Bloomsbury Academic 2023 xvi, 306 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Critical perspectives in South Asian history "First published in Great Britain" Includes bibliographical references and index "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"-- Archivierung/Langzeitarchivierung gewährleistet FID XA-DE-BW pdager DE-16-77 Mittelstand (DE-588)4039713-0 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenname (DE-588)4114513-6 gnd rswk-swf Britisch-Indien (DE-588)132398-2 gnd rswk-swf Werbung / (DE-627)091400260 / (DE-2867)12846-5 Markenname / (DE-627)818670614 / (DE-2867)30067-6 Konsumentenverhalten / (DE-627)091371848 / (DE-2867)10300-3 Wirtschaftsgeschichte / (DE-627)091400961 / (DE-2867)15706-6 Indien / (DE-627)091366895 / (DE-2867)17602-1 Advertising / Brand name products / India Consumer behavior / India Middle class / India Britisch-Indien (DE-588)132398-2 g Markenname (DE-588)4114513-6 s Verbraucherverhalten (DE-588)4062644-1 s Mittelstand (DE-588)4039713-0 s DE-604 Erscheint auch als Online-Ausgabe, PDF 978-1-3502-7805-9 Erscheint auch als Online-Ausgabe, EPUB 978-1-3502-7806-6 |
| spellingShingle | Haynes, Douglas E. 1952- The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality Mittelstand (DE-588)4039713-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Markenname (DE-588)4114513-6 gnd |
| subject_GND | (DE-588)4039713-0 (DE-588)4062644-1 (DE-588)4114513-6 (DE-588)132398-2 |
| title | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality |
| title_alt | The emergence of brand-name capitalism in late colonial India : advertising and the making of middle-class conjugality |
| title_auth | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality |
| title_exact_search | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality |
| title_full | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality Douglas E. Haynes |
| title_fullStr | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality Douglas E. Haynes |
| title_full_unstemmed | The emergence of brand-name capitalism in late colonial India advertising and the making of modern conjugality Douglas E. Haynes |
| title_short | The emergence of brand-name capitalism in late colonial India |
| title_sort | the emergence of brand name capitalism in late colonial india advertising and the making of modern conjugality |
| title_sub | advertising and the making of modern conjugality |
| topic | Mittelstand (DE-588)4039713-0 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Markenname (DE-588)4114513-6 gnd |
| topic_facet | Mittelstand Verbraucherverhalten Markenname Britisch-Indien |
| work_keys_str_mv | AT haynesdouglase theemergenceofbrandnamecapitalisminlatecolonialindiaadvertisingandthemakingofmodernconjugality AT haynesdouglase theemergenceofbrandnamecapitalisminlatecolonialindiaadvertisingandthemakingofmiddleclassconjugality |