The Role Of Advertising In Indian Womens Desire To Be Fair
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| Author | : Christina Görke |
| Publisher | : Anchor Academic Publishing (aap_verlag) |
| Total Pages | : 73 |
| Release | : 2014-10 |
| Genre | : Social Science |
| ISBN | : 395489324X |
This study deals with the situation in India, in particular, with the situation of young Indian women. Ever since advertisers and multinational companies discovered India’s remarkable aspiration for light complexions, more and more fairness products and most importantly, advertisements for fairness products, have been established on the Indian market. The desire for fair skin in India is a culturally embedded issue but advertising might have reinforced it.
| Author | : Kaustav Chakraborty |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 195 |
| Release | : 2014-03-17 |
| Genre | : History |
| ISBN | : 1443857432 |
Stereotypes result in deceptive generalizations about groups and are held in a manner that renders them as derogatory. As such, this volume advocates an active, goal-oriented effort in order to reduce prejudice through contact. Deconstructing the motivated ‘otherizing’ of the marginalized, the book offers an alternative reading of the representations of Indian body and desire, in both literature and media, that are often politically inscribed as ‘abnormal’ and ‘unnatural’ due to their non-conformity. Poststructural and postcolonial theories have argued that the body is a cultural construct rather than a natural entity. This argument is based on the assumption that there is no unalloyed body with any singular signification, but there are bodies onto which a multiplicity of meanings are inscribed and enforced. The responsibility of this ‘inscription’ lies with the agencies that hold power in a culture, and the infused meanings will consequently facilitate the ideologies of such agencies. In other words, the bodies of a certain culture are the ‘embodiment’ of the ideas of those who hold power in that culture. The corporality of the body, in this sense, is a cultural site in which the subtle political ideologies are deftly imposed, and, accordingly, ‘correct’ and ‘sanctioned’ desire is expected to germinate. Consequently, it may be argued that apparently unified or non-contradictory bodies of ‘normal’ desire should be suspected of having subtle hegemonic mechanisms in their formation. As a corollary to this, an investigation into such ‘abnormal’ bodies with ‘unnatural’ desires may have the effect of subverting such a power structure. Today’s world believes in de-stereotyped thinking and stereotyped living. Language has already been declared as a means more of camouflage than of revelation. As a result, there is a need to deconstruct the so-called ‘radical’ representations and expose the undercurrent of the norm. Otherization through stereotyping agencies and ideologies motivates racist, sexist and other de-humanizing positions and perspectives. This book, which is the outcome of the UGC-sponsored National Seminar organised by the Department of English at Southfield College, Darjeeling, is an endeavour to demystify the politics behind stereotyping, and to advocate the justification of de-stereotyping. As such, it represents a significant contribution to numerous disciplines including subaltern studies, women and gender studies, queer studies and minority discourse.
| Author | : Adedoyin Aguoru |
| Publisher | : Lexington Books |
| Total Pages | : 277 |
| Release | : 2019-08-07 |
| Genre | : Political Science |
| ISBN | : 1498598145 |
Identity Re-creation in Global African Encounters explores race, racial politics, and racial transformation in the context of Africa’s encounters with non-African communities through various perspectives including oppression, racialization of ethnic difference, and identity deconstruction. While the contributors recognize that ethnicity has long been a staple analytical category of engagements between African and non-African communities, they present a holistic view of the continent and its diaspora through race outside of both colonial and neocolonial binaries, allowing for a more nuanced study of Africa and its diaspora.
| Author | : Arjun Ghosh |
| Publisher | : Jana Natya Manch |
| Total Pages | : 162 |
| Release | : 2007 |
| Genre | : Community development |
| ISBN | : |
| Author | : Dheeraj Sinha |
| Publisher | : John Wiley & Sons |
| Total Pages | : 209 |
| Release | : 2011-02-14 |
| Genre | : Business & Economics |
| ISBN | : 0470826320 |
A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinha's intelligence vividly illuminates the intersection of culture and commerce in New India. Adam Morgan Founder eatbigfish Among the many books I have read on the cultural evolution taking place in India, this is perhaps the most insightful. It does not just map mindset changes; it does so with the certainty of a person who has lived the changes as much as he has witnessed them. Every marketeer should keep this book on his office desk as a ready reckoner. Ranjan Kapur Country Manager – India WPP India in many ways is a "Nation of Nations." So much heterogeneity and hence complexity in understanding consumers and consumerism. Dheeraj has done a commendable job in peeling off the layers from the onion—creating frameworks and providing very relatable examples to understand the culture. For instance, Dheeraj has used Bollywood as an effective mirror to portray societal changes. Consumer India is a must-read for those who want to understand the cultural evolution of India with its nuances. Rajesh Jejurikar Chief Executive - Automotive Division Mahindra & Mahindra Ltd. A labor of love. For years, I have marveled at how Dheeraj's inquisitive brain continuously churns away to make meaning of everything he observes. His writing simultaneously reflects him as a "sutradaar" telling the captivating story of a changing India, even as it does so with the unbiased and expert credentials of the "computerji" he describes here. Dheeraj insightfully marries the rapid changes he chronicles with the assimilative fabric of India; where "and" trumps "or." Against the cliché "change is the only constant," he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj's time machine! Prasad Narasimhan Managing Partner, Asia Brandgym
| Author | : Dr. M. Rajakumar & Dr. A. Selvaraj |
| Publisher | : Lulu.com |
| Total Pages | : 352 |
| Release | : 2019-03-17 |
| Genre | : Education |
| ISBN | : 0359154182 |
A parallel but much smaller body of research has focused on whether, and under what conditions,there may be prosocial outcomes of media use.Over the years, various theories have sought to explain short- and long-termeffects of exposure on viewers' attitudes and behaviors. Although most were developed within the context of media violence research, they also help explain effects of other types of content and predict other outcomes besides physical violence. The founding fathers of our constitution have provided series of specific safeguards for the human resources development in the country. The Directive Principles of State Policy have laid emphasison child development. There is a phenomenal growth of mass media, social media including television all over the globe. A new generation of children has grown up with media exposure in modern society.
| Author | : P. K. Vasudeva |
| Publisher | : Excel Books India |
| Total Pages | : 656 |
| Release | : 2006 |
| Genre | : |
| ISBN | : 9788174464958 |
With the onset of globalisation, International Marketing has become an important subject among students pursuing MBA in International Marketing and International Trade as also among professionals who study and undertake research projects in the areas such as Foreign Direct Investment, Free Trade Area , World Trade Organisation, UNCTAD and the like. The third edition focuses on global economy and its transmission to India. The global economic condition is perhaps at its best since the World War-II, mainly because of the upward trend in international relations, and aggressive bilateral, multi-lateral as well as regional treaties concerning trade and economy among various countries throughout the globe. An updated table of contents reflects the latest research findings and practices up to the year 2005. The latest edition offers new chapters on Competitive Analysis, Competitive Strategies, Technical Environment, Globalisation, International Retail Management and the World Trade Organisation (WTO) covering right up to Hong Kong Ministerial 2005. Additionally, some assorted current topics such as Performance of Foreign Trade Policy 2004-09, Export Taxes, Composition of Trade, Direction of Trade, Foreign Direct Investment, External Commercial Borrowings, Non-residential Deposits and Exchange Rate Movements have been given due place in the book. Each chapter concludes with a summary, a list of questions and case studies for ready reference. The bibliography is exhaustive including Internet references for further studies. A must read book for MBA, International Marketing and International Trade students and researchers.
| Author | : Epure, Manuela |
| Publisher | : IGI Global |
| Total Pages | : 359 |
| Release | : 2018-09-28 |
| Genre | : Business & Economics |
| ISBN | : 1522557792 |
In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
| Author | : Uday Salunkhe |
| Publisher | : Transnational Press London |
| Total Pages | : 181 |
| Release | : 2022-12-17 |
| Genre | : Business & Economics |
| ISBN | : 1801351708 |
The relationship between firms and stakeholders is held together by a continuous two-way cycle of value creation. In this, how can value be managed such that the stakeholder's wellbeing is ensured? How does stakeholder wellbeing vary across business contexts? Are there varied perspectives in understanding stakeholder wellbeing? These and other pertinent questions have been addressed in this book. Particularly, this book provides a synthesis of research perspectives on value creation and stakeholder wellbeing through a collection of chapters from scholars in this area. It synthesizes research perspectives on value into three categories – firm-focused, customer-focused, and community-focused. In doing so, this book presents novel insights through these lenses and highlights best practices in ensuring stakeholder wellbeing. Responding to the rapidly changing business landscape where stakeholders are more connected, accessible, and informed than ever before, many firms are interested in creating value for all and in the process ensuring stakeholder wellbeing. This book will appeal to research scholars, practitioners, consultants, and managers looking to seek new insights and understanding on value creation. Contents: CHAPTER 1. PERSPECTIVES ON STAKEHOLDER WELLBEING AND VALUE CREATION - Bharath Rajan, Uday Salunkhe, D. N. Murthy CHAPTER 2. INFLUENCE OF SENSORY MARKETING ON CONSUMER BEHAVIOUR AND THEIR IMPACT ON BRAND EQUITY - Abhinandan N, Manasa K, Kiran G CHAPTER 3. ATTITUDE TOWARDS FEMALE ROLE PORTRAYAL IN ADVERTISING AND ITS IMPACT ON BRAND IMAGE & PURCHASE INTENTION: LINKAGES WITH FEMININE ROLE ORIENTATION - Shraddha Shivani, Evelina Sahay, Somnath Mukherjee, Sadiya Fatima CHAPTER 4. DETERMINANTS OF PURCHASE INTENTIONS TOWARDS GREEN MOBILES – AN EXTENSION OF THE THEORY OF PLANNED BEHAVIOUR (TPB) - Deepa Rohit CHAPTER 5. PREDICTING CONSUMER DECISIONS USING MODIFIED TEMPORAL MOTIVATION THEORY - Pranav Manjunath Bhat, Priyanshu M, S Shruti, Madhav Murthy CHAPTER 6. MARKETING 4.0: EMERGING TECHNOLOGIES THAT ARE REFINING DIGITAL MARKETING - Fathima Raj Kilimas, Ashish Chandra, Narendra Rustagi CHAPTER 7. MARKETING GAME CHANGERS: CAPITALIZING THE MICRO-MOMENT THROUGH AUGMENTED REALITY - Uday Salunkhe, D. Narasimha Murthy, Vijaya Kumar. B. CHAPTER 8. EXPLORATORY STUDY ON VALUE CREATION ALONG THE SUPPLY CHAIN OF ELECTRIC VEHICLES: AN OPINION MINING APPROACH - Dakshina Murthy R.A, Madhumita Guha Majumder, M. Khurrum S. Bhutta CHAPTER 9. VALUE CREATION FOR VENTURE CAPITAL-BACKED FIRMS BY AVOIDING THE.. LIKELIHOOD OF MORAL HAZARDS - Vandana Panwar, Christopher Erickson, Alan Tupicoff CHAPTER 10. APPLYING BEHAVIOURAL ECONOMICS TO BRING IN SOCIAL TRANSFORMATION: RURAL SHORING FOR STAKEHOLDER WELLBEING - Vikramaditya Kanodia and Rima Ghose Chowdhury
| Author | : Jham, Vimi |
| Publisher | : IGI Global |
| Total Pages | : 373 |
| Release | : 2013-07-31 |
| Genre | : Business & Economics |
| ISBN | : 1466643587 |
As marketing strategies remain an essential tool in the success of an organization or business, the study of consumer-centered behavior is valuable in the improvement of these strategies. Cases on Consumer-Centric Marketing Management presents a collection of case studies highlighting the importance of customer loyalty, customer satisfaction, and consumer behavior for marketing strategies. This comprehensive collection provides fundamental research for professionals and researchers in the fields of customer relations, marketing communication, consumer research, and marketing analytics for insights into practical aspects of marketing in any organization.
