SAGE Publications Ltd
|Number of Pages
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.
About the Author
Rohitashya Chattopadhyay is currently pursuing a Postgraduate Certificate Program in Research and Analysis at Georgian College, Canada. He has an academic background in Marketing and Communication. He received a Ph.D. in Communication from the University of Pennsylvania. He has worked at the World Bank Headquarters, Washington, D.C. as a Consultant. He has also worked as a Qualitative Research Analyst at Quantum Consumer Solutions Pvt. Ltd, one of Asia's leading consumer insights firms. He has published academic articles in Advertising and Society Review and Contemporary South Asia.
Rohitashya Chattopadhyay has a keen interest in film production, marketing communications, popular culture, and cultural/national identity. These interests have been the inspiration behind much of his writings. To nurture these interests, he currently maintains a marketing and popular culture blog at http://rohitchat.com/