Summary
Contents
Subject index
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.
India Changing
India Changing
“In our days there was no course in advertising, no one respected you unless you were a doctor or an engineer, now things have changed, there are many courses in advertising, parents have become supportive, the media industry is booming…”
Introduction
Like the theatre troupe's dress rehearsal and the student's mock examination, my New Delhi fieldwork was almost like a practice for the fieldwork that was to follow in Mumbai. As Indian readers and those familiar with the Indian film industry will recognize, this is because the television commercial production industry is much larger in Mumbai, which is the filmmaking capital of the country.2 Although I was aware of this fact, I had chosen to spend time in New Delhi to make sure ...
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