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Understanding India
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Understanding India
Cultural Influences on Indian Television Commercials

First Edition


June 2014 | 188 pages | SAGE Publications Pvt. Ltd
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. 


 
Preface
 
I: GOING HOME
 
Introduction
 
Scope of the Study
 
Television Commercial Production Process
 
The Role of Images
 
Television Commercials as Cinema
 
The National Context
 
Outline of the Book
 
II: INDIA CHANGING
 
Introduction
 
Liberalization and the Public Sphere
 
Consumer Socialization
 
SBI Mutual Fund: Creating the Small Town Investor
 
SBI Mutual Fund: On the Road
 
The Four Scripts
 
Consumer Socialization Revisited
 
Conclusion
 
III: VISUALIZING INDIA
 
Introduction
 
Choosing the Director
 
The SBI Mutual Fund Appearance: Simulation and Framing
 
The SBI Mutual Fund Appearance: Role of Referencing
 
The SBI Mutual Fund Appearance: Visualizing India
 
The Tata Indicom Appearance: Indian Visuals
 
The Tata Indicom Appearance: Mass Appeal as Difference
 
The Tata Indicom Appearance: The Script and Animation
 
The Tata Indicom Appearance: Visualizing India
 
Conclusion
 
IV: INDIA BATTING
 
Introduction
 
Two Forms of Cricket
 
Reebok–Pedagogical and Performative Citizenship
 
Reebok: Imagery of the Male Body
 
Reebok: The Body as In-between
 
Conclusion
 
V: FEMININE INDIA
 
Introduction
 
The Alpha Female
 
The Female Assistant
 
The Female Model
 
Conclusion
 
VI: CONSUMING INDIA
 
Introduction
 
Visual Representation and Culture
 
Mediation of Consumerism
 
Creating the Spectacle
 
The Role of the Filmmaker
 
Consuming India
 
Conclusion
 
Glossary of Terms
 
Selected Bibliography
 
Index

Written in a simple, lucid style and flows as a story of the author’s journey in which the readers also become participants. The chapters are well connected in the sense that the ideas are evolved and discussed in the gradual manner. The book forms an interesting reading...the work is compact and well crafted. The study is analytical and comparative in temperament...this study becomes very appropriate in the context of the overpowering influence of Indian television and television commercials on the lives of the average Indians...this work provides a very useful insight in the field of Cultural Studies, Media Studies, Ethnography, Historical Studies and Anthropology. 

eSocial Sciences Review

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ISBN: 9788132113928
£32.99

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