CHRONOLOGICAL HISTORY OF INDIAN ADVERTISEMENT DEVELOPMENT
Keywords:
Abstract
A lot of elements of Indian culture and industry have British roots, so that British advertising models usually work well. In 1991, the government dramatically liberalized Indian economy, opening it to international business. The appearance of a moderately affluent middle-class numbering in the hundreds of millions attracts multinational corporations and international advertisers. Advertising in India operates at two levels. Ads for high-value products appear in English-language papers such as The Hindu and The Madras Mail, which targeted Europeans and high-status Indians. By contrast, ads for low-value products are typically placed in vernacular papers and are aimed at a lower middle class with highly restricted spending power. The working class and peasant populations, with very low disposable incomes, are seldom targeted by the advertising agencies.
References
Aruna Chandra, David A. Griffith, and John K. Ryans, "Avertising standardization in India: US multinational experience" International Journal of Advertising (2002) 21#1 pp47-66
Douglas E. Haynes, "Advertising and the History of South Asia, 1880–1950" p 363
Kineta Hung, et al. "Advertising Research in the Post-WTO Decade in China," Journal of Advertising (2012) 41#3 pp 121-146
Relli Shechter, "Reading advertisements in a colonial/development context: Cigarette advertising and identity politics in Egypt, c1919-1939." Journal of social history 39#2 (2005): 483-503.
Sumit Sharma, "Indian cricket players are becoming big winners for many advertisers," Asian Wall Street Journal (May 11, 1998) p 8
Sephanie Decker, "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970," Business History Review (2007) 81#1 pp 59-86
William M. O'Barr, "Advertising in India." Advertising & Society Review 9#.3 (2008) pp: 1-33.
Downloads
Published
Issue
Section
License
Copyright Notice
Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, will not be published elsewhere in the same form, in English or in any other language, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication.
Copyrights for articles published in World Scholars journals are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
