The Emergence of Brand Name Capitalism in Late Colonial India is popular PDF and ePub book, written by Douglas E. Haynes in 2022-09-22, it is a fantastic choice for those who relish reading online the History genre. Let's immerse ourselves in this engaging History book by exploring the summary and details provided below. Remember, The Emergence of Brand Name Capitalism in Late Colonial India can be Read Online from any device for your convenience.
The Emergence of Brand Name Capitalism in Late Colonial India Book PDF Summary
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.
Detail Book of The Emergence of Brand Name Capitalism in Late Colonial India PDF
- Author : Douglas E. Haynes
- Release : 22 September 2022
- Publisher : Bloomsbury Publishing
- ISBN : 9781350278066
- Genre : History
- Total Page : 329 pages
- Language : English
- PDF File Size : 11,6 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book The Emergence of Brand Name Capitalism in Late Colonial India by Douglas E. Haynes, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.