Shoveling Smoke

Advertising and Globalization in Contemporary India

William Mazzarella

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English

Duke University Press
05 August 2003

Regional studies; Development studies; Physical anthropology & ethnography; Advertising industry

"A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular phone service provider with the ambivalently local connotations of the client's corporate brand. When the dream of the 250 million-strong ""Indian middle class"" goes sour, Indian advertising and marketing professionals search for new ways to market ""the Indian consumer"" - now with added cultural difference - to multinational clients. An examination of the complex cultural politics of mass consumerism in a globalized marketplace, ""Shoveling Smoke"" is a detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity."

By: William Mazzarella
Imprint: Duke University Press
Country of Publication: United States
Dimensions: Height: 235mm, Width: 149mm, Spine: 19mm
Weight: 513g
ISBN: 9780822331452
ISBN 10: 0822331454
Pages: 384
Publication Date: 05 August 2003
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.

Reviews for Shoveling Smoke: Advertising and Globalization in Contemporary India

"""Shoveling Smoke is a detailed case study serving a larger analysis of globalising consumerism and advertising. India provides the ethnographic material, and richly so, but the book clearly transcends Indian ethnography, and should also be read by students and scholars of advertising, culture, and globalisation.""--Contemporary South Asia, 14(1), March 2005 ""[A] pioneering ethnographic study of advertising in India... worth reading.""--Vinay Kumar Srivastava, The Hindu ""This is an interesting cross-cultural study that raises nearly as many questions as it seeks to answer-as pioneering works often do.""--Chris Sterling, Communication Booknotes Quarterly ""William Mazzarella's book is an incisive study of advertising and consumer practices in India in the immediate post-liberalization phase... A pioneering work, Mazzarella's book is a valuable contribution.""--India-West ""This wry and beautifully crafted account of advertising in Mumbai packs a subtle and heavy theoretical punch. Striving to 'inhabit' rather than present an overview of this life world, William Mazzarella draws the reader down a complex set of pathways in which several campaigns are described in great detail... [E]xcellent.""--Christopher Pinney, Journal of Asian Studies ""[A] theoretically sophisticated and ethnographically dense examination of the advertising industry in the post-liberalization period in India... Shoveling Smoke is a very solid work of scholarship and is recommended reading for those interested in the transformation of India in the late twentieth century.""--Richard Delacy, Chicago South Asia Newsletter ""Shoveling Smoke represents an interesting and insightful ethnographic study of the delicate mediation between global and local consumer culture. It will appeal to scholars of both the advertising and anthropological industries, but is also more universal in its scope. Mazzarella's conclusions are relevant to all scholars of contemporary culture and globalization, and shed new light on the fragile relationship between culture and consumerism.""--Zoe Yule, M/C Reviews ""Shoveling Smoke is a valuable contribution to the anthropological analysis of commodity relations and aesthetic practices, demonstrating how advertising practice is good to think the multiple contradictions at play within globalising consumer economies.""--Phillip Mar, The Australian Journal of Anthropology"