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Books > History > Asian / Middle Eastern history
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The Emergence of Brand-Name Capitalism in Late Colonial India - Advertising and the Making of Modern Conjugality (Hardcover)
Loot Price: R3,146
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The Emergence of Brand-Name Capitalism in Late Colonial India - Advertising and the Making of Modern Conjugality (Hardcover)
Series: Critical Perspectives in South Asian History
Expected to ship within 12 - 17 working days
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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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