Understanding India

Cultural Influences on Indian Television Commercials

by

Subject categories
ISBNs
  • 9788132113928
  • 9789351501756
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. 


  • SAGE Publications; June 2014
  • ISBN: 9789351501756
  • Read online, or download in secure PDF format
  • Title: Understanding India
  • Author: Rohitashya Chattopadhyay
  • Imprint: Sage Publications Pvt. Ltd
Subject categories
ISBNs
  • 9788132113928
  • 9789351501756

In The Press

Written in a simple, lucid style and flows as a story of the author’s journey in which the readers also become participants. The chapters are well connected in the sense that the ideas are evolved and discussed in the gradual manner. The book forms an interesting reading...the work is compact and well crafted. The study is analytical and comparative in temperament...this study becomes very appropriate in the context of the overpowering influence of Indian television and television commercials on the lives of the average Indians...this work provides a very useful insight in the field of Cultural Studies, Media Studies, Ethnography, Historical Studies and Anthropology.