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006			m |o d |
007			cr_|||||||||||
008			220214s2022 nyu ob 001 0 eng
010			_a 2022007249
020			_z9789354358159 _q(paperback)
040			_aDLC _beng _cDLC _erda
042			_apcc
043			_aa-ii---
082	0	0	_a659.1 _223/eng/20220214
100	1		_aHaynes, Douglas E., _eauthor.
245	1	4	_aThe emergence of brand-name capitalism in late colonial India : _badvertising and the making of modern conjugality / _cDouglas E. Haynes.
250			_a1 Edition.
263			_a2210
264		1	_aNew York, NY : _bBloomsbury Academic, _c2022.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
365			_bRs. 999.00
490	0		_aCritical perspectives in south asian history
504			_aIncludes bibliographical references and index.
505			_aTable of 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; Bibliography; Index.
520			_a"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"-- _cProvided by publisher.
588			_aDescription based on print version record and CIP data provided by publisher; resource not viewed.
650		0	_aAdvertising _xBrand name products _zIndia.
650		0	_aConsumer behavior _zIndia.
650		0	_aMiddle class _zIndia.
776	0	8	_iPrint version: _aHaynes, Douglas E. _tEmergence of brand-name capitalism in late colonial India _b1 Edition. _dNew York, NY : Bloomsbury Academic, 2022 _z9781350278042 _w(DLC) 2022007248
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK
999			_c211889 _d211889