TITLE

Essentializing The Urban Indian Face: A Spectacle of Hybrid Representations in Pepsi Commercials in India

AUTHOR(S)
Das, Purba
PUB. DATE
November 2007
SOURCE
Conference Papers -- National Communication Association;2007, p1
SOURCE TYPE
Conference Paper
DOC. TYPE
Article
ABSTRACT
This study provides a discursive analysis of the change in representation of images in Pepsi commercials in India. The author analyzes ads that appeared in 1990, 1997 and 2005. The research questions how these images helped to reinterpret cultural globalization, essentialization of hybrid, urban Indian identity, and media spectacle in postcolonial, post liberalized India. The author posits that Pepsi's hybridized imageries are an attempt to conceal the multinational corporation's imperialist tendencies and characterize a monolithic, homogenized face of urban India which legitimizes the increasing acceptance and circulation of global brands in the society. ..PAT.-Unpublished Manuscript
ACCESSION #
35506843

 

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