Gently used. Expect delivery in 2-3 weeks. Codice inventario libreria
Riassunto: A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client?s corporate brand. When the dream of the 250 million-strong ?Indian middle class? goes sour, Indian advertising and marketing professionals search for new ways to market ?the Indian consumer??now with added cultural difference?to multinational clients.
An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.
William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.
Titolo: Shoveling Smoke: Advertising and ...
Casa editrice: Duke University Press Books
Data di pubblicazione: 2003
Condizione libro: very good
Descrizione libro Duke University Press. Condizione libro: New. Brand New. Codice libro della libreria 0822331098
Descrizione libro Condizione libro: Good. Book Condition: Good. Codice libro della libreria 97808223310944.0
Descrizione libro Duke University Press Books, 2003. Hardcover. Condizione libro: New. Codice libro della libreria DADAX0822331098
Descrizione libro Duke University Press Books. Hardcover. Condizione libro: Good. 0822331098 GOOD - This is a hurt hardcover book with no dust jacket and some tearing, scuffing, bumping and creasing. Still, it is fully usable and the flaws are only cosmetic. Codice libro della libreria Z0822331098Z3
Descrizione libro Duke University Press Books, 2003. Hardcover. Condizione libro: Used: Good. Codice libro della libreria SONG0822331098