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Understanding India
Cultural Influences on Indian Television Commercials
First Edition
- Rohitashya Chattopadhyay - Marketing Research Professional
Courses:
Advertising
Advertising
September 2015 | 188 pages | SAGE India
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.
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.
