Shoveling Smoke

Shoveling Smoke

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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 clienta€™s corporate brand. When the dream of the 250 million-strong a€œIndian middle classa€ goes sour, Indian advertising and marketing professionals search for new ways to market a€œthe Indian consumera€a€”now with added cultural differencea€”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.In order to collate useful/usable information, the agency research coordinator would scan materials like the essays that I ... These themes included the importance of family and being perceived as an upbeat, sociable, and enthusiastic person;12 ... with friends; the popularity of television, music (both a#39;a#39; Englisha#39;a#39; and Hindi), talking on the telephone, and the opposite sex; ... At the same time, many of the responses showed a marked self- consciousness about the purpose of the exerciseanbsp;...

Title:Shoveling Smoke
Author: William Mazzarella
Publisher:Duke University Press - 2003-07-15

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