Shoveling Smoke - Advertising and Globalization in Contemporary India (Paperback)

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

Imprint:	Duke University Press
Country of origin:	United States
Release date:	August 2003
First published:	August 2003
Authors:	William Mazzarella
Dimensions:	235 x 149 x 21mm (L x W x T)
Format:	Paperback - Trade
Pages:	384
ISBN-13:	978-0-8223-3145-2
Categories:	Books > Reference & Interdisciplinary > Interdisciplinary studies > Development studies Books > Reference & Interdisciplinary > Interdisciplinary studies > Area / regional studies > General Books > Social sciences > Sociology, social studies > Anthropology > General Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry Books > Science & Mathematics > Biology, life sciences > Human biology & related topics > Biological anthropology > General
LSN:	0-8223-3145-4
Barcode:	9780822331452

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