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Emergence of Brand-Name Capitalism in Late Colonial India, The: Advertising and the Making of Modern Conjugality - Couverture souple
Livre 4 sur 6: Critical Perspectives in South Asian History
Synopsis
This book explores the development of professional advertising in western India between 1920 and 1945, focusing on the ways global businesses sought to cultivate consumption of their commodities among a rising urban middle class.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Douglas E. Haynes is Professor of South Asian History at Dartmouth College, USA. His publications include Rhetoric and Ritual in Colonial India (California, 1991) and Small-Town Capitalism in Western India (Cambridge, 2012). He has co-edited four other books and has written extensively on business and economic history, sexual science and advertising in western India.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Emergence of Brand-name Capitalism in Late Colonial India : Advertising and the Making of Modern Conjugality
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Bloomsbury Academic, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
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The Emergence of Brand-Name Capitalism in Late Colonial India
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Emergence of Brand-name Capitalism in Late Colonial India : Advertising and the Making of Modern Conjugality
Edité par
Bloomsbury Academic, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Ancien ou d'occasion
Couverture souple
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The Emergence of Brand-Name Capitalism in Late Colonial India
Edité par
Bloomsbury Publishing PLC, GB, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Neuf
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Vendeur : Rarewaves.com USA, London, LONDO, Royaume-Uni
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Paperback. Etat : New. 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. N° de réf. du vendeur LU-9781350278073
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The Emergence of Brand-Name Capitalism in Late Colonial India
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The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality (Paperback or Softback)
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ISBN 10 : 1350278076
ISBN 13 : 9781350278073
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The Emergence of Brand-Name Capitalism in Late Colonial India (Paperback)
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Bloomsbury Publishing PLC, London, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Neuf
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Vendeur : Grand Eagle Retail, Bensenville, IL, Etats-Unis
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : new. Paperback. 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 womens 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. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9781350278073
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Emergence of Brand-Name Capitalism in Late Colonial India, The: Advertising and the Making of Modern Conjugality (Critical Perspectives in South Asian History)
Edité par
Bloomsbury Academic, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Neuf
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Emergence of Brand-Name Capitalism in Late Colonial India, The: Advertising and the Making of Modern Conjugality (Critical Perspectives in South Asian History)
Edité par
Bloomsbury Academic, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Neuf
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Emergence of Brand-name Capitalism in Late Colonial India : Advertising and the Making of Modern Conjugality
Edité par
Bloomsbury Academic, 2024
ISBN 10 : 1350278076
ISBN 13 : 9781350278073
Neuf
Couverture souple
Vendeur : GreatBookPricesUK, Woodford Green, Royaume-Uni
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