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Oleh:

Martin, Elizabeth

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: World Englishes (Full Text) vol. 32 no. 1 (Mar. 2013), page 129-142.
Fulltext: p. 129-142.pdf (513.92KB)

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This captivating volume takes the reader on a journey through India’s traditional rural communities, with colorful descriptions of their advertising landscapes and communication styles that only an insider could provide. Drawing on cognitive linguistics and discourse analysis as well as marketing and advertising research, the study provides new and meaningful perspectives on advertising discourse and the challenges facing global marketers. Richly illustrated and insightful, this revised edition has been extensively reorganized and updated to respond to the latest innovative trends in Indian advertising. Supplementary data obtained through approximately 30 interviews with media, marketing, and advertising executives from major companies in India (e.g. Hindustan Lever and Dabur, McCann-Erickson, Vasudeva Advertising, among others) as well as Indian government officials are featured in the volume, along with more recent television, radio, and print advertisements, painted wall advertisements, and videotapes of advertising messages delivered through live performances in rural villages. This new edition brings not only some additional material within its original chapters, but also two new chapters, chs. 11 and 12, which outline the ‘Bottom of the Pyramid’ (BOP) business model (Prahalad 2005) as pertains to rural Indian consumers and provide concluding remarks on the broad range of “communicators” (e.g. dancers, folktale narrators, puppeteers and other influencers) involved in marketing communications.

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