The India Magazine Of Her People And Culture

In more than thirty essays, Social Animals examines the role of animals in human society. Collected from a wide range of periodicals and books, these important works of scholarship examine such issues as how animal shelter workers view the pets in their care, why some people hoard animals, animals and women who experience domestic abuse, philosophical and feminist analyses of our moral obligations toward animals, and many other topics.

Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as: technometrics—a benchmarked approach to compare competing brands on a set of attributes the attitudes of Taiwanese executives regarding exporting and international conduct the cultural values that must be taken into account to produce effective print advertisements in the United States and India the marketing roles and functions undertaken by Chinese wholesalers—and the functions they are still reluctant to perform a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports

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.

Film studies have traditionally focused on texts, meanings, techniques, and appreciation/criticism. Now, we have in House Full an ethnography of movie-going and movie-goers, in India of all places (Bangalore), where the focus has been shifted away from the movie-as-product to the study of patterns of social behavior in production, marketing, and consumption of film. India is a place of surprises, and that goes for movie theatres and film patronage: House Full presents a raucous, multi-ethnic, multi-class tableau. You would guess the audience is Srinivas s focus, and that is accurate, because in India they have a role in choosing, buying tickets for, and sitting through and reacting to movies (participating loudly and interactively) that differs from what North Americans are used to. Srinivas s interviews with audience members (across ethnic and class lines), distributors, movie theater managers, and also the actors, directors, writers, and other production crew make for fascinating comparisons to what we in the west are used to. The interactional character of her study places it firmly in the tradition of the Chicago School of sociology. Lest we forget, meanwhile, India is the largest producer of feature films worldwide, with the largest market in terms of films produced and audiences reached (selling 4 billion tickets annually)."

Combining entertainment and education, India's most beloved comic book series, Amar Chitra Katha, or "Immortal Picture Stories," is also an important cultural institution that has helped define, for several generations of readers, what it means to be Hindu and Indian. Karline McLain worked in the ACK production offices and had many conversations with Anant Pai, founder and publisher, and with artists, writers, and readers about why the comics are so popular and what messages they convey. In this intriguing study, she explores the making of the comic books and the kinds of editorial and ideological choices that go into their production.

This book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity. Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised. The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

This is the first book devoted to the Bene Ephraim—a group of former untouchables in Andhra Pradesh who have claimed Jewish identity for themselves.