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Shoveling Smoke
Af: William Mazzarella Engelsk Paperback
SPAR
kr 44
Shoveling Smoke
Af: William Mazzarella Engelsk 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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 384
ISBN-13: 9780822331452
Indbinding: Paperback
Udgave:
ISBN-10: 0822331454
Udg. Dato: 5 aug 2003
Længde: 21mm
Bredde: 155mm
Højde: 236mm
Oplagsdato: 5 aug 2003
Forfatter(e): William Mazzarella
Forfatter(e) William Mazzarella


Kategori Videnskabens historie (samfundsvidenskab og humaniora)


Sprog Engelsk


Indbinding Paperback


Sider 384


Udgave


Længde 21mm


Bredde 155mm


Højde 236mm


Oplagsdato 5 aug 2003

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