{"product_id":"the-emergence-of-brandname-capitalism-in-late-colonial-india-9781350278042","title":"The Emergence of BrandName Capitalism in Late","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis 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 campai\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA landmark contribution in the history of global capitalism, Haynes crafts an aesthetic visual archive of the modern professional advertising world in colonial western India. The book’s phenomenal textual analysis of advertisements in various languages and cities is indispensable for scholarship on urban middle classes, modern conjugality, gender relations, consumption practices, masculinities, medicine and sexual sciences. * Charu Gupta, Professor of History, University of Delhi, India *\u003cbr\u003eBy showing how advertisements for consumer products drew upon and reinforced ideas about family and conjugality, Haynes connects the history of business with the making of a middle class in India. This is a path-breaking book, not least for the novel material analysed with insight and elegance. * Tirthankar Roy, Professor of Economic History, London School of Economics, UK *\u003cbr\u003eIn this rich cultural history, Haynes traces how advertisers in India interwove global commodity trends and localized concerns, responding to and shaping new ideas of gender and family.  Where other scholars have analyzed individual ads to explore ideas of health, modernity or class, Haynes draws out in compelling detail where and why ads took the form they did, connecting culture and commerce, capital and politics. * Abigail McGowan, Professor of History, University of Vermont, USA *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eList of Illustrations  Preface  Acknowledgements  Abbreviations  Introduction   1.     Brand-name Capitalism and Professional Advertising in India   2.     Consumers: European Expatriates and the Indian Middle Class  3.    Tonics and the Marketing of Conjugal Masculinity   4.    Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps  5.    Lever Brothers, Soap Advertising, and the Family 6.    The Invention of a Cooking Medium: Cocogem and Dalda  7.    Electrical Household Technologies: Fracturing the Ideal Home  Chapter VIII: Conclusion: Interwar Advertising and India’s Contemporary .......................  Bibliography  Index","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":49407529681239,"sku":"9781350278042","price":90.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781350278042.jpg?v=1730499682","url":"https:\/\/bookcurl.com\/products\/the-emergence-of-brandname-capitalism-in-late-colonial-india-9781350278042","provider":"Book Curl","version":"1.0","type":"link"}