Shoveling Smoke: Advertising and Globalization in Contemporary India

by William Mazzarella

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client's corporate brand. When the dream of the 250 million-strong "Indian middle class" goes sour, Indian advertising and marketing professionals search for...

• Format: Paperback
• Language: English
• ISBN: 0822331454
• ISBN13: 9780822331452
• Release Date: August 2003
• Publisher: Duke University Press
• Length: 364 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.9" x 5.8" x 9.3"