The emergence of a national-popular television aesthetics

Surveying in the 1990s through advertisements

Arvind Rajagopal

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter examines television advertisements shown between 1992 and 2003, in order to trace the cultural patterns and trajectories of democratization in India during the period of economic liberalization that began in 1991. From catering to an elite, wealthy audience that appeared to represent the entire nation, advertising evolved to reflect the values of the poor as well, helping to lead the nation beyond the Nehruvian assumption that progress would come from the educated middle and upper classes. In marketing to the poor, television portrayed this consumer as clever, thrifty, and capable of seeing through the brand image. However, advertising also expressed consumerist values and encouraged acquisitiveness, detaching its audience from political issues.

Original languageEnglish (US)
Title of host publicationPluralism and Democracy in India: Debating the Hindu Right
PublisherOxford University Press
ISBN (Electronic)9780199380947
ISBN (Print)9780195394825
DOIs
StatePublished - May 21 2015

Fingerprint

popular television
television
aesthetics
upper class
democratization
middle class
liberalization
Values
marketing
elite
India
economics

Keywords

  • Advertisements
  • Consumers
  • Democratization
  • Indian television
  • Marketing
  • Poor
  • Television commercials

ASJC Scopus subject areas

  • Social Sciences(all)

Cite this

Rajagopal, A. (2015). The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements. In Pluralism and Democracy in India: Debating the Hindu Right Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195394825.003.0008

The emergence of a national-popular television aesthetics : Surveying in the 1990s through advertisements. / Rajagopal, Arvind.

Pluralism and Democracy in India: Debating the Hindu Right. Oxford University Press, 2015.

Research output: Chapter in Book/Report/Conference proceedingChapter

Rajagopal, A 2015, The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements. in Pluralism and Democracy in India: Debating the Hindu Right. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195394825.003.0008
Rajagopal A. The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements. In Pluralism and Democracy in India: Debating the Hindu Right. Oxford University Press. 2015 https://doi.org/10.1093/acprof:oso/9780195394825.003.0008
Rajagopal, Arvind. / The emergence of a national-popular television aesthetics : Surveying in the 1990s through advertisements. Pluralism and Democracy in India: Debating the Hindu Right. Oxford University Press, 2015.
@inbook{9264a4435e7349a3982232757a5afe0c,
title = "The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements",
abstract = "This chapter examines television advertisements shown between 1992 and 2003, in order to trace the cultural patterns and trajectories of democratization in India during the period of economic liberalization that began in 1991. From catering to an elite, wealthy audience that appeared to represent the entire nation, advertising evolved to reflect the values of the poor as well, helping to lead the nation beyond the Nehruvian assumption that progress would come from the educated middle and upper classes. In marketing to the poor, television portrayed this consumer as clever, thrifty, and capable of seeing through the brand image. However, advertising also expressed consumerist values and encouraged acquisitiveness, detaching its audience from political issues.",
keywords = "Advertisements, Consumers, Democratization, Indian television, Marketing, Poor, Television commercials",
author = "Arvind Rajagopal",
year = "2015",
month = "5",
day = "21",
doi = "10.1093/acprof:oso/9780195394825.003.0008",
language = "English (US)",
isbn = "9780195394825",
booktitle = "Pluralism and Democracy in India: Debating the Hindu Right",
publisher = "Oxford University Press",
address = "United Kingdom",

}

TY - CHAP

T1 - The emergence of a national-popular television aesthetics

T2 - Surveying in the 1990s through advertisements

AU - Rajagopal, Arvind

PY - 2015/5/21

Y1 - 2015/5/21

N2 - This chapter examines television advertisements shown between 1992 and 2003, in order to trace the cultural patterns and trajectories of democratization in India during the period of economic liberalization that began in 1991. From catering to an elite, wealthy audience that appeared to represent the entire nation, advertising evolved to reflect the values of the poor as well, helping to lead the nation beyond the Nehruvian assumption that progress would come from the educated middle and upper classes. In marketing to the poor, television portrayed this consumer as clever, thrifty, and capable of seeing through the brand image. However, advertising also expressed consumerist values and encouraged acquisitiveness, detaching its audience from political issues.

AB - This chapter examines television advertisements shown between 1992 and 2003, in order to trace the cultural patterns and trajectories of democratization in India during the period of economic liberalization that began in 1991. From catering to an elite, wealthy audience that appeared to represent the entire nation, advertising evolved to reflect the values of the poor as well, helping to lead the nation beyond the Nehruvian assumption that progress would come from the educated middle and upper classes. In marketing to the poor, television portrayed this consumer as clever, thrifty, and capable of seeing through the brand image. However, advertising also expressed consumerist values and encouraged acquisitiveness, detaching its audience from political issues.

KW - Advertisements

KW - Consumers

KW - Democratization

KW - Indian television

KW - Marketing

KW - Poor

KW - Television commercials

UR - http://www.scopus.com/inward/record.url?scp=84938351808&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84938351808&partnerID=8YFLogxK

U2 - 10.1093/acprof:oso/9780195394825.003.0008

DO - 10.1093/acprof:oso/9780195394825.003.0008

M3 - Chapter

SN - 9780195394825

BT - Pluralism and Democracy in India: Debating the Hindu Right

PB - Oxford University Press

ER -