机读格式显示(MARC)
- 000 03156cam a2200445 i 4500
- 008 220214t20232023enka b 001 0 eng
- 020 __ |a 9781350278042 |q hardcover
- 020 __ |a 1350278041 |q hardcover
- 020 __ |a 9781350278073 |q paperback
- 020 __ |a 1350278076 |q paperback
- 020 __ |a 9781350278059 |q electronic book
- 020 __ |a 9781350278066 |q electronic publication
- 035 __ |a (DLC) 2022007248
- 040 __ |a DLC |b eng |e rda |c DLC |d BDX |d OCLCO |d OCLCF |d UKMGB |d VTU |d CDX |d YDX
- 050 00 |a HF6161.B4 |b H39 2023
- 100 1_ |a Haynes, Douglas E., |e author.
- 245 14 |a The emergence of brand-name capitalism in late colonial India : |b advertising and the making of modern conjugality / |c Douglas E. Haynes.
- 260 __ |a London ; |a New York, NY : |b Bloomsbury Academic, |c 2023.
- 300 __ |a xvi, 306 pages : |b illustrations (black and white) ; |c 24 cm.
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 490 0_ |a Critical perspectives in South Asian history
- 504 __ |a Includes bibliographical references (pages 277-293) and index.
- 520 __ |a "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"-- |c Provided by publisher.
- 650 _0 |a Advertising |x Brand name products |z India.
- 650 _0 |a Consumer behavior |z India.
- 650 _0 |a Middle class |z India.
- 650 _7 |a Advertising |x Brand name products. |2 fast
- 650 _7 |a Consumer behavior. |2 fast
- 650 _7 |a Middle class. |2 fast