Library Catalogue
The emergence of brand-name capitalism in late colonial India : (Record no. 211889)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03816cam a22004338i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 22422302 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230323165208.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m |o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr_||||||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 220214s2022 nyu ob 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2022007249 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9789354358159 |
| Qualifying information | (paperback) |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Language of cataloging | eng |
| Transcribing agency | DLC |
| Description conventions | rda |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 043 ## - GEOGRAPHIC AREA CODE | |
| Geographic area code | a-ii--- |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 23/eng/20220214 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Haynes, Douglas E., |
| Relator term | author. |
| 245 14 - TITLE STATEMENT | |
| Title | The emergence of brand-name capitalism in late colonial India : |
| Remainder of title | advertising and the making of modern conjugality / |
| Statement of responsibility, etc. | Douglas E. Haynes. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1 Edition. |
| 263 ## - PROJECTED PUBLICATION DATE | |
| Projected publication date | 2210 |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | New York, NY : |
| Name of producer, publisher, distributor, manufacturer | Bloomsbury Academic, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2022. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource |
| 336 ## - | |
| -- | text |
| -- | txt |
| -- | rdacontent |
| 337 ## - | |
| -- | computer |
| -- | c |
| -- | rdamedia |
| 338 ## - | |
| -- | online resource |
| -- | cr |
| -- | rdacarrier |
| 365 ## - TRADE PRICE | |
| Price amount | Rs. 999.00 |
| 490 0# - SERIES STATEMENT | |
| Series statement | Critical perspectives in south asian history |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 ## - Contents | |
| Contents | Table of Contents:<br/>List of Illustrations;<br/>Preface;<br/>Acknowledgements;<br/>Abbreviations;<br/>Introduction;<br/>1. Brand-name Capitalism and Professional Advertising in India;<br/>2. Consumers: European Expatriates and the Indian Middle Class;<br/>3. Tonics and the Marketing of Conjugal Masculinity;<br/>4. Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps;<br/>5. Lever Brothers, Soap Advertising, and the Family;<br/>6. The Invention of a Cooking Medium: Cocogem and Dalda;<br/>7. Electrical Household Technologies: Fracturing the Ideal Home;<br/>Chapter VIII: Conclusion: Interwar Advertising and India's Contemporary;<br/>Bibliography;<br/>Index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "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"-- |
| Assigning source | Provided by publisher. |
| 588 ## - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Description based on print version record and CIP data provided by publisher; resource not viewed. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Brand name products |
| Geographic subdivision | India. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Consumer behavior |
| Geographic subdivision | India. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Middle class |
| Geographic subdivision | India. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| Main entry heading | Haynes, Douglas E. |
| Title | Emergence of brand-name capitalism in late colonial India |
| Edition | 1 Edition. |
| Place, publisher, and date of publication | New York, NY : Bloomsbury Academic, 2022 |
| International Standard Book Number | 9781350278042 |
| Record control number | (DLC) 2022007248 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ecip |
| f | 20 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | BOOKs |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Materials specified (bound volume or other part) | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Date last checked out | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | PB | NLS | NLS | General Stacks | 23/03/2023 | Purchased - MPP House | 2 | 659.1 HAY | 39108 | 14/02/2024 | 09/11/2023 | 23/03/2023 | BOOKs | Recommended by Dr. Anwesha Ghosh |