Understanding India : cultural influences on Indian television commercials /
Rohitashya Chattopadhyay.
- New Delhi Sage 2014
- 175 illustrations ; 22 cm
Understanding India: Cultural Influences on Indian Television Commercials is a book about Indian television commercial production. It focuses on how key production decisions shape a television commercial’s visual language. The larger goal of the book is to delineate the link between this visual language and India’s socio-cultural identity.
The book is the outcome of an ethnographic study that attempted to capture the nuances of the cinematic or visual aspect of marketing communications strategy. It is, thus, situated at the intersection of interests in marketing and visual culture.
In this book, many of the discussed television commercials have an embedded vision of India. Within the context of a new consumer culture emerging due to economic liberalization, the book discusses these sketches of India.
Going home -- India changing -- Visualizing India -- India batting -- Feminine India -- Consuming india. I: GOING HOME
Introduction
Scope of the Study
Television Commercial Production Process
The Role of Images
Television Commercials as Cinema
The National Context
Outline of the Book
II: INDIA CHANGING
Introduction
Liberalization and the Public Sphere
Consumer Socialization
SBI Mutual Fund: Creating the Small Town Investor
SBI Mutual Fund: On the Road
The Four Scripts
Consumer Socialization Revisited
Conclusion
III: VISUALIZING INDIA
Introduction
Choosing the Director
The SBI Mutual Fund Appearance: Simulation and Framing
The SBI Mutual Fund Appearance: Role of Referencing
The SBI Mutual Fund Appearance: Visualizing India
The Tata Indicom Appearance: Indian Visuals
The Tata Indicom Appearance: Mass Appeal as Difference
The Tata Indicom Appearance: The Script and Animation