The Emergence of Brand-Name Capitalism in Late Colonial India : Advertising and the Making of Modern Conjugality (Critical Perspectives in South Asian History)

Haynes, Douglas E.

Bloomsbury Academic（2024/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 328 p.
• 言語 ENG
• 商品コード 9781350278073
• DDC分類 659.1

Full Description

This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations.

Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

Contents

List of Illustrations
Preface
Acknowledgements
Abbreviations
Introduction
1. Brand-name Capitalism and Professional Advertising in India
2. Consumers: European Expatriates and the Indian Middle Class
3. Tonics and the Marketing of Conjugal Masculinity
4. Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps
5. Lever Brothers, Soap Advertising, and the Family
6. The Invention of a Cooking Medium: Cocogem and Dalda
7. Electrical Household Technologies: Fracturing the Ideal Home
Chapter VIII: Conclusion: Interwar Advertising and India's Contemporary
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Bibliography
Index