This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.

Fashion, Advertising and Identity in the Consumer Society

Fashion, advertising and identity in the consumer society


For decades, billions of dollars have been spent on advertising in contemporary capitalist societies, often more than on education. When one considers that an equal amount of money is spent on design, packaging, marketing and product display, one sees how much money is squandered on advertising and marketing. For example, only eight cents of the cosmetics sales dollar goes to pay for ingredients; the rest goes to packaging, promotion and marketing. Consequently, a tremendous amount of resources, talent and money is invested in advertising.

The expansion of marketing and advertising was a necessary consequence of the system of mass production developed in modern capitalist societies. By the early years of the ...

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