Understanding India

Cultural Influences on Indian Television Commercials
1. Auflage 2014
ISBN: 978-81-321-1392-8
Verlag: Sage Publications India

Buch, Englisch, 188 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 347 g

Understanding India: Cultural Influences on Indian Television Commercials is a book about Indian television commercial production. It focuses on how key production decisions shape a television commercial’s visual language. The larger goal of the book is to delineate the link between this visual language and India’s socio-cultural identity.

The book is the outcome of an ethnographic study that attempted to capture the nuances of the cinematic or visual aspect of marketing communications strategy. It is, thus, situated at the intersection of interests in marketing and visual culture.

In this book, many of the discussed television commercials have an embedded vision of India. Within the context of a new consumer culture emerging due to economic liberalization, the book discusses these sketches of India.

Autoren/Hrsg.

Chattopadhyay, Rohitashya

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface
I: GOING HOME
Introduction
Scope of the Study
Television Commercial Production Process
The Role of Images
Television Commercials as Cinema
The National Context
Outline of the Book
II: INDIA CHANGING
Introduction
Liberalization and the Public Sphere
Consumer Socialization
SBI Mutual Fund: Creating the Small Town Investor
SBI Mutual Fund: On the Road
The Four Scripts
Consumer Socialization Revisited
Conclusion
III: VISUALIZING INDIA
Introduction
Choosing the Director
The SBI Mutual Fund Appearance: Simulation and Framing
The SBI Mutual Fund Appearance: Role of Referencing
The SBI Mutual Fund Appearance: Visualizing India
The Tata Indicom Appearance: Indian Visuals
The Tata Indicom Appearance: Mass Appeal as Difference
The Tata Indicom Appearance: The Script and Animation
The Tata Indicom Appearance: Visualizing India
Conclusion
IV: INDIA BATTING
Introduction
Two Forms of Cricket
Reebok–Pedagogical and Performative Citizenship
Reebok: Imagery of the Male Body
Reebok: The Body as In-between
Conclusion
V: FEMININE INDIA
Introduction
The Alpha Female
The Female Assistant
The Female Model
Conclusion
VI: CONSUMING INDIA
Introduction
Visual Representation and Culture
Mediation of Consumerism
Creating the Spectacle
The Role of the Filmmaker
Consuming India
Conclusion
Glossary of Terms
Selected Bibliography
Index

Über Autor(innen)

Chattopadhyay, Rohitashya
Rohitashya Chattopadhyay is currently pursuing a Postgraduate Certificate Program in Research and Analysis at Georgian College, Canada. He has an academic background in Marketing and Communication. He received a Ph.D. in Communication from the University of Pennsylvania. He has worked at the World Bank Headquarters, Washington, D.C. as a Consultant. He has also worked as a Qualitative Research Analyst at Quantum Consumer Solutions Pvt. Ltd, one of Asia’s leading consumer insights firms. He has published academic articles in Advertising and Society Review and Contemporary South Asia.

Rohitashya Chattopadhyay has a keen interest in film production, marketing communications, popular culture, and cultural/national identity. These interests have been the inspiration behind much of his writings. To nurture these interests, he currently maintains a marketing and popular culture blog at http://rohitchat.com/