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. INDICE: PrefaceI: GOING HOMEIntroductionScope of the StudyTelevision Commercial Production ProcessThe Role of ImagesTelevision Commercials as CinemaThe National ContextOutline of the BookII: INDIA CHANGINGIntroductionLiberalization and the Public SphereConsumer SocializationSBI Mutual Fund: Creating the Small Town InvestorSBI Mutual Fund: On the RoadThe Four ScriptsConsumer Socialization RevisitedConclusionIII: VISUALIZING INDIAIntroductionChoosing the DirectorThe SBI Mutual Fund Appearance: Simulation and FramingThe SBI Mutual Fund Appearance: Role of ReferencingThe SBI Mutual Fund Appearance: Visualizing IndiaThe Tata Indicom Appearance: Indian VisualsThe Tata Indicom Appearance: Mass Appeal as DifferenceThe Tata Indicom Appearance: The Script and AnimationThe Tata Indicom Appearance: Visualizing IndiaConclusionIV: INDIA BATTINGIntroductionTwo Forms of CricketReebok–Pedagogical and Performative CitizenshipReebok: Imagery of the Male BodyReebok: The Body as In-BetweenConclusionV: FEMININE INDIAIntroductionThe Alpha FemaleThe Female AssistantThe Female ModelConclusionVI: CONSUMING INDIAIntroductionVisual Representation and CultureMediation of ConsumerismCreating the SpectacleThe Role of the FilmmakerConsuming IndiaConclusionGlossary of TermsIndex
- ISBN: 978-8-1321-1392-8
- Editorial: SAGE Publications Pvt. Ltd
- Encuadernacion: Cartoné
- Páginas: 192
- Fecha Publicación: 01/05/2014
- Nº Volúmenes: 1
- Idioma:
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