The Emergence of Brand-Name Capitalism in Late Colonial India PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download The Emergence of Brand-Name Capitalism in Late Colonial India PDF full book. Access full book title The Emergence of Brand-Name Capitalism in Late Colonial India by Douglas E. Haynes. Download full books in PDF and EPUB format.
Author: Douglas E. Haynes
Publisher: Bloomsbury Publishing
ISBN: 1350278068
Category : History
Languages : en
Pages : 329
Get Book Here
Book Description
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.
Author: Douglas E. Haynes
Publisher: Bloomsbury Publishing
ISBN: 1350278068
Category : History
Languages : en
Pages : 329
Get Book Here
Book Description
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.
Author: Douglas E. Haynes
Publisher: Bloomsbury Publishing
ISBN: 135027805X
Category : History
Languages : en
Pages : 329
Get Book Here
Book Description
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.
Author: Douglas E. Haynes
Publisher:
ISBN: 9781350286207
Category : Advertising
Languages : en
Pages : 256
Get Book Here
Book Description
"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."--
Author: Douglas E. Haynes
Publisher: Cambridge University Press
ISBN: 0521193338
Category : Art
Languages : en
Pages : 363
Get Book Here
Book Description
A history of artisan production in colonial and post-independence India, and its role in the country's society and economics.
Author: Sharad Chari
Publisher: Stanford University Press
ISBN: 9780804748735
Category : Social Science
Languages : en
Pages : 426
Get Book Here
Book Description
A richly textured ethnography about knitwear manufacturers in South India that explains how peasant-workers have refined notions of place, gender, and class to create a local industrial form that succeeds in the global economy.
Author: Ajay Gandhi
Publisher: Cambridge University Press
ISBN: 1108486789
Category : Business & Economics
Languages : en
Pages : 385
Get Book Here
Book Description
Using historical and ethnographic analyses, this book shows how Indian markets are embedded in society and politically contested.
Author: Tirthankar Roy
Publisher: Cambridge University Press
ISBN: 1316953262
Category : History
Languages : en
Pages : 314
Get Book Here
Book Description
In recent decades, private investment has led to an economic resurgence in India. But this is not the first time the region has witnessed impressive business growth. There have been many similar stories over the past 300 years. India's economic history shows that capital was relatively expensive. How, then, did capitalism flourish in the region? How did companies and entrepreneurs deal with the shortage of key resources? Has there been a common pattern in responses to these issues over the centuries? Through detailed case studies of firms, entrepreneurs, and business commodities, Tirthankar Roy answers these questions. Roy bridges the approaches of business and economic history, illustrating the development of a distinctive regional capitalism. On each occasion of growth, connections with the global economy helped firms and entrepreneurs better manage risks. Making these deep connections between India's economic past and present shows why history matters in its remaking of capitalism today.
Author: Jairus Banaji
Publisher: Haymarket Books
ISBN: 1642592110
Category : History
Languages : en
Pages : 161
Get Book Here
Book Description
The rise of capitalism to global dominance is still largely associated – by both laypeople and Marxist historians – with the industrial capitalism that made its decisive breakthrough in 18th century Britain. Jairus Banaji’s new work reaches back centuries and traverses vast distances to argue that this leap was preceded by a long era of distinct “commercial capitalism”, which reorganised labor and production on a world scale to a degree hitherto rarely appreciated. Rather than a picture centred solely on Europe, we enter a diverse and vibrant world. Banaji reveals the cantons of Muslim merchants trading in Guangzhou since the eighth century, the 3,000 European traders recorded in Alexandria in 1216, the Genoese, Venetians and Spanish Jews battling for commercial dominance of Constantinople and later Istanbul. We are left with a rich and global portrait of a world constantly in motion, tied together and increasingly dominated by a pre-industrial capitalism. The rise of Europe to world domination, in this view, has nothing to do with any unique genius, but rather a distinct fusion of commercial capitalism with state power.
Author: Douglas E. Haynes
Publisher: Univ of California Press
ISBN: 0520909488
Category : History
Languages : en
Pages : 376
Get Book Here
Book Description
This book explores the rhetoric and ritual of Indian elites undercolonialism, focusing on the city of Surat in the Bombay Presidency. It particularly examines how local elites appropriated and modified the liberal representative discourse of Britain and thus fashioned a "public' culture that excluded the city's underclasses. Departing from traditional explanations that have seen this process as resulting from English education or radical transformations in society, Haynes emphasizes the importance of the unequal power relationship between the British and those Indians who struggled for political influence and justice within the colonial framework. A major contribution of the book is Haynes' analysis of the emergence and ultimate failure of Ghandian cultural meanings in Indian politics after 1923. The book addresses issues of importance to historians and anthropologists of India, to political scientists seeking to understand the origins of democracy in the "Third World," and general readers interested in comprehending processes of cultural change in colonial contexts.
Author: Ravinder Kaur
Publisher: Harper Collins
ISBN: 9354224628
Category : Business & Economics
Languages : en
Pages : 385
Get Book Here
Book Description
The early twenty-first century was an optimistic moment of global futures-making. The old 'third-world' nations were rapidly embracing the script of unbridled capitalism in the hope of arriving on the world stage. Brand New Nation reveals the on-the-ground experience of the relentless transformation of the nation-state into an attractive investment destination for global capital. The infusion of capital not only rejuvenates the nation, it also produces investment-fuelled nationalism, a populist energy that can be turned into a powerful instrument of coercion. Grounded in the history of modern India, the book reveals how the forces of identity economy, identity politics, publicity, populism, violence and economic growth are rapidly rearranging the liberal political order the world over.
