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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
