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Shoveling smoke : advertising and globalization in contemporary India / William Mazzarella.

By: Mazzarella, William, 1969-.
Material type: materialTypeLabelBookPublisher: Durham : Duke University Press, 2003Description: xi, 365 p., : ill. ; 24 cm.ISBN: 9780822331452 (pbk.).Subject(s): Advertising -- India | Advertising -- Social aspects -- India | Marketing -- India | Consumption (Economics) -- India | Globalization -- Economic aspects -- IndiaDDC classification: 659.10954 MAZ Online resources: Table of contents
Contents:
Locations : advertising and the New Swadeshi -- Elaborations : the commodity image -- Citizens have sex, consumers make love : KamaSutra I -- The aesthetic politics of aspiration : KamaSutra II -- Bombay global : mobility and locality I -- Bombay local : Mobility and locality II -- Indian fun : constructing :the Indian Consumer" I -- Close distance : constructing : "the Indian consumer" II.
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.
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Item type Current location Call number Status Date due Barcode
Book Book Indian Institute for Human Settlements, Bangalore
659.10954 MAZ 005454 (Browse shelf) Available 005454

Includes bibliographical references (p. [331]-349) and index.

Locations : advertising and the New Swadeshi -- Elaborations : the commodity image -- Citizens have sex, consumers make love : KamaSutra I -- The aesthetic politics of aspiration : KamaSutra II -- Bombay global : mobility and locality I -- Bombay local : Mobility and locality II -- Indian fun : constructing :the Indian Consumer" I -- Close distance : constructing : "the Indian consumer" II.

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.

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