Shoveling Smoke - Advertising and Globalization in Contemporary India

An inside look at the creation of several ad campaigns in the major Bombay ad agency and what they say about Indian national identity.

List of contents

Illustrations vii

Acknowledgments ix

Introduction

1. Locations: Advertising and the New Swadeshi 3

2. Elaborations: The Commodity Image 37

Part One

3. Citizens Have Sex, Consumers Make Love: KamaSutra I 59

4. The Aesthetic Politics of Aspiration: KamaSutra II 99

Part Two

5. Bombay Global: Mobility and Locality I 149

6. Bombay Local: Mobility and Locality II 185

Part Three

7. Indian Fun: Constructing "the Indian Consumer" I 215

8. Close Distance: Constructing "the Indian Consumer" II 250

Notes 289

Works Cited 331

Index 351

About the author

William Mazzarella

Summary

Presents a study of globalization and consumerism through an ethnography of Bombay's leading advertising agency. This book traces the rise in India, during the 1980s of mass consumption, as a self-consciously sensuous challenge to the austerities of state-led developmentalism.

Product details

• Authors: Mazzarella, William Mazzarella
• Publisher: Duke University Press
• Languages: English
• Product format: Hardback
• Released: 05.08.2003
• EAN: 9780822331094
• ISBN: 978-0-8223-3109-4
• No. of pages: 384
• Dimensions: 153 mm x 243 mm x 31 mm
• Weight: 658 g
• Subjects: Natural sciences, medicine, IT, technology > Geosciences > Geography; Social sciences, law, business > Business > Advertising, marketing; Anthropologie, Indien, Medien-, Unterhaltungs-, Informations- und Kommunikationsindustrie, Entwicklungsstudien