Shoveling smoke: advertising and globalization in contemporary India

By:

Mazzarella, William

Publication details: Duke University Press, 2003. Durham:Description: xi, 64p.; pbk; 24cmISBN:

9780822331452

Subject(s):

DDC classification:

659.10954 MAZ

Summary: 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. https://www.dukeupress.edu/shoveling-smoke

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	IIT Gandhinagar	General	659.10954 MAZ (Browse shelf(Opens below))	1	Available		031285

Includes index and notes

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.

https://www.dukeupress.edu/shoveling-smoke

There are no comments on this title.

to post a comment.