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题名/责任者:

The emergence of brand-name capitalism in late colonial India : advertising and the making of modern conjugality / Douglas E. Haynes.

出版发行项:

London ; New York, NY : Bloomsbury Academic, 2023.

ISBN:

9781350278042

ISBN:

1350278041

ISBN:

9781350278073

ISBN:

1350278076

ISBN:

9781350278059

ISBN:

9781350278066

其它标准号:

40031619781

载体形态项:

xvi, 306 pages : illustrations (black and white) ; 24 cm.

丛编说明:

Critical perspectives in South Asian history

个人责任者:

Haynes, Douglas E., author.

论题主题:

Advertising-Brand name products-India.

论题主题:

Consumer behavior-India.

论题主题:

Middle class-India.

论题主题:

Advertising-Brand name products.

论题主题:

Consumer behavior.

论题主题:

Middle class.

中图法分类号:

F713.8

书目附注:

Includes bibliographical references (pages 277-293) and index.

摘要附注:

"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"--

豆瓣简介：