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‘Ad’apting to Markets
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‘Ad’apting to Markets
Repackaging Commercials in Indian Languages



© 2015 | 232 pages | SAGE India

This book looks at what goes into localization of advertisements in Indian languages.

‘Ad’apting to Markets discusses the process of localization of advertisements (ads) in different Indian languages and its socio-cultural implications. While doing so, it provides insights into the ideologies and cultural values of contemporary societies as they have a powerful influence not only on consumers’ product choices but also on their motivations and lifestyles. The book brings out the manner in which the local market is approached in regional languages to woo consumers and increase sales, the various ways in which localization is achieved, and the visual as well as linguistic ‘translation’ that ‘localized’ ads involve.

 
Acknowledgements
 
Introduction
 
The World of Advertising
 
The Illusion Industry: Advertising on Television
 
Making Sense of Advertisements: Reading Ads Theoretically
 
Localization: Issues in Cultural Transmission
 
‘Culturalizing’ Advertisements: Relocating the Ad Message
 
The Visual-linguistic ‘Relay’: Interpreting Advertisement Signs
 
The New Media: A Study of the Mobile Online Advertising
 
The Social Media: Localization and Global Communication
 
‘Ad’apting to Markets: Means to the Consumer’s Heart and Purse
 
Bibliography
 
Index

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Sunitha Srinivas C

Sunitha Srinivas C. is Assistant Professor, Govt. College of Mokeri, Calicut, Kerala. She obtained her MA (English) and PhD from University of Calicut, Kerala. Dr Srinivas is the recipient of the Editors’ Choice Award from Home of Letters, Bhubaneswar. She has published research papers on advertising and media studies in peer-reviewed journals and is the author of Functionalism and Indian English Fiction: From Cradle to Grave. She has authored numerous poems. Apart from this, Dr Srinivas has also been a resource person for academic programmes organized by various institutions and universities. More About Author

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ISBN: 9789351502401
₹750.00