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Shoveling Smoke: Advertising and Globalization in Contemporary India
William Mazzarella
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Description for Shoveling Smoke: Advertising and Globalization in Contemporary India
Paperback. A detailed ethnography of the Indian advertising industry. This title is also a critical and innovative intervention into the theoretical debates on the intersection of consumerist globalization, aesthetic politics and visual culture. It is an examination of the complex cultural politics of mass consumerism in a globalised marketplace. Num Pages: 384 pages, 16 illus. BIC Classification: 1FKA; GTB; GTF; JHMP; KNTY. Category: (P) Professional & Vocational. Dimension: 5969 x 3810 x 19. Weight in Grams: 513.
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.
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 ... Read more
Show LessProduct Details
Publisher
Duke University Press
Format
Paperback
Publication date
2003
Condition
New
Number of Pages
384
Place of Publication
North Carolina, United States
ISBN
9780822331452
SKU
V9780822331452
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1
About William Mazzarella
William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.
Reviews for Shoveling Smoke: Advertising and Globalization in Contemporary India
"Shoveling Smoke is an extremely rich ethnography. One of the first anthropological studies of advertising in India, it is a truly pioneering piece of work."—Purnima Mankekar, author of Screening Culture, Viewing Politics: An Ethnography of Television, Womanhood, and Nation in Postcolonial India "Theoretically ambitious and yet firmly grounded in the concrete, William Mazzarella's brilliantly imaginative ethnography of advertising and consumer ... Read more