The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality

by Douglas E. Haynes

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1350278076
• ISBN13: 9781350278073
• Release Date: April 2024
• Publisher: Bloomsbury Academic
• Length: 328 Pages
• Weight: 1.01 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"