Book Announcement

Omkar N. Koul onkoul at YAHOO.COM
Tue Feb 19 12:32:23 UTC 2008

VYAKARAN: South Asian Languages and Linguistics Net
Editors:  Tej K. Bhatia, Syracuse University, New York
          John Peterson, University of Osnabrueck, Germany
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Book Announcement

Advertising and Marketing in Rural India: Language,
Culture and Communication. 2007. New Delhi: Macmillan
India. ISBN: 9780230633896. Price: 465 Indian
Rupees.http://www.macmillanindia.comBy Tej K. Bhatia,
Syracuse University, Syracuse, New York
Economic liberalization, globalization and growing
economic power have led to the development of rural
India in the past two decades. This book explores the
various facets of rural media and integrated marketing
communication. In order to meet the formidable
challenges of reaching 638,365 villages, Indian
advertisers have mastered the art of the video-van
form/technology and the art of crafting messages
customized to meet rural tastes and sensibilities. The
book follows a ‘bottom-up’ approach and presents case
studies of rural markets (hâts), advertising media
discourse and unique features of Indian rural
advertising. Both ‘conventional’ and
‘non-conventional’ media forms are accounted for in
order to provide a holistic and systematic perspective
on rural advertising and marketing media. Interviews
with rural consumers and media giants provide a
first-hand look at the dynamics and complexity of
Indian rural media on one hand and the interaction of
the various manifestations of rural media with urban
media on the other. The study is the first of its kind
devoted to advertising in rural India.Contents 
• Introduction • Environment of Rural Marketing and
Advertising in India• Language, Communication, and
Conventional Media • Non-Conventional Media •
Advertising Communication and Language • The Making of
a Rural Advertisement • Wall Advertising:
Globalization, Localization, or Glocalization? •
Commercial Advertising • Social and Developmental
Messages • Imaging and Imaging Women • Religion and
Advertising • A New Era of Marketing and Rural
Communication• Advertising and Marketing in Rural
India: Present and Future• References • Index

Key Words: Media discourse; Language variation;
Gender, religious, rural vs. urban group targeting;
Cross-cultural translations; lLanguage practices and
globalization; Indian multilingualism;

Prof Omkar N. Koul
C-13 Greenview Apartments
33 Sector 9 Rohini
Delhi 110085
Tel 011-27556197, Cell 9811885545

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