Professor Will Mazzarella discusses the need for advertising and marketing to more effectively consider social and cultural factors in a globalizing world. Introduction by ID professor Anijo Mathew.
Based on his research on globalization and the advertising business in India, William Mazzarella addresses the question of whether advertising responds to existing cultural differences and consumer needs or whether it produces them.
Dr Mazzarella is Associate Professor of Anthropology at the University of Chicago. He is the author of Shoveling Smoke: Advertising and Globalization in Contemporary India (Duke, 2003) and the co-editor (with Raminder Kaur) of Censorship in South Asia: Cultural Regulation From Sedition to Seduction (Indiana, 2009). He is currently working on a book project tentativelytitled The Censor's Fist: Affect, Cinema and Mediation in Modern India.
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