12.178, Books: Language & Culture/Discourse Analysis

The LINGUIST Network linguist at linguistlist.org
Wed Jan 24 14:48:59 UTC 2001 

LINGUIST List:  Vol-12-178. Wed Jan 24 2001. ISSN: 1068-4875.

Subject: 12.178, Books: Language & Culture/Discourse Analysis

Moderators: Anthony Aristar, Wayne State U.<aristar at linguistlist.org>
            Helen Dry, Eastern Michigan U. <hdry at linguistlist.org>
            Andrew Carnie, U. of Arizona <carnie at linguistlist.org>

Reviews (reviews at linguistlist.org):
	Simin Karimi, U. of Arizona
	Terence Langendoen, U. of Arizona

Editors (linguist at linguistlist.org):
	Karen Milligan, WSU 		Naomi Ogasawara, EMU
	Lydia Grebenyova, EMU		Jody Huellmantel, WSU
	James Yuells, WSU		Michael Appleby, EMU
	Marie Klopfenstein, WSU		Ljuba Veselinova, Stockholm U.

Software: John Remmers, E. Michigan U. <remmers at emunix.emich.edu>
          Gayathri Sriram, E. Michigan U. <gayatri at linguistlist.org>

Home Page:  http://linguistlist.org/

The LINGUIST List is funded by Eastern Michigan University, Wayne
State University, and donations from subscribers and publishers.

Editor for this issue: Naomi Ogasawara <naomi at linguistlist.org>
 ==========================================================================

Links to the websites of all LINGUIST's supporting publishers are
available at the end of this issue.

=================================Directory=================================

1)
Date:  Mon, 8 Jan 2001 10:32:19 -0500 (EST)
From:  tkbhatia at mailbox.syr.edu
Subject:  Language & Culture/Discourse Analysis: Advertising in Rural India

-------------------------------- Message 1 -------------------------------

Date:  Mon, 8 Jan 2001 10:32:19 -0500 (EST)
From:  tkbhatia at mailbox.syr.edu
Subject:  Language & Culture/Discourse Analysis: Advertising in Rural India

Advertising in Rural India: Language, Marketing Communication, and
Consumerism.
Tokyo Press, Tokyo, Japan. 2000.  ISBN 4-87297-782-3.

By: Tej K. Bhatia, Syracuse University, Syracuse, New York 13244. USA.


A dramatic change is in progress. Villagers who used to crack open
peanut M & M candies, eat the nut and throw away the shell are now
demanding chocolate candies that will melt in their mouths, not in
their hands.  Charcoal-cleaned teeth are a rare sight; so is the case
with twigs of niim (neem) and babul (babool) tree. Today, the ultra
bright shine of Colgate or some other international brand of
toothpaste holds more appeal than the traditional methods of cleaning
teeth. Even the native expressions of cleaning teeth, such as daatun
karnaa and musaag lagaanaa, are endangered to being replaced by new
expressions such as paste karnaa, 'to brush teeth with
paste'. Consumerism and globalization is invading parts of India
where, as some would venture to say, time seems to have ceased for
centuries.

These villages and small towns, which were once inconsequential dots
on maps, are now getting the attention of global marketing giants and
media planners.  Thanks to globalization, economic liberalization, IT
revolution, Indian diaspora, female power, and improving
infrastructure, middle class rural India today has more disposable
income than urban India. Rural marketing is gaining new heights in
addition to rural advertising.

Rural India represents the heart of India.  Approximately 80% of India
lives in over half a million villages (627,000), generating more than
half of the national income. This book explores the formidable
challenges of reaching this magnitude of the rural masses where scores
of official languages and a few hundred rural dialects are
spoken. Based on the interviews with consumers, media giants, and
analysis of case studies, it offers insights into the following:

* Various facets of rural media (conventional and non-conventional)
  and integrated marketing communication. In addition to rural market
  discourse, media forms such as wall paintings, calendar advertising,
  outdoor advertising, print, radio and television advertising.

* Art of crafting messages to meet rural tastes and sensibilities. In
  particular, uniquely Indian media forms such as video van technology,
  which has changed the face of not only marketing but also political
  campaigning.

* Rural markets (haat) which are the mobile McDonald's or Walmarts of
  India.

* Targeting women and religious groups in addition to rural
  population.

* Marketing taboo products such as 'bidi', cigarettes, sanitary
  supplies, and other such products.

* Globalization and its effects on product naming, product monitoring,
  rural discourse and media forms.

* Creativity and deception, together with guidelines for advertisers
  and marketers.

* Information structures and logic of rural ads.

* Ads as a social barometer of changing relationships and value
  systems.


This work is the first of its kind, devoted solely to advertising in
rural India. It provides a first-hand look at the dynamics and
complexity of Indian rural media and its interaction with urban media.

For Further information please contact: Institute for the Study of
Lanaguages and Cultures of Asia and Africa, Tokyo University of Foreign
Studies, 4-51-21 Nishigahara, Kita-Ku, Tokyo 114-8580, Japan.



Tej K. Bhatia
Professor of Linguistics
Chancellor's Exceptional Academic Excellence Professor
312 HBC, Syracuse University
Syracuse, New York 13244-1160
email: tkbhatia at mailbox.syr.edu
http://www.maxwell.syr.edu/southasiacenter/Faculty/Tej/Default.htm
Tel: 315-443-5374 (off.)
Fax: 315-443-5376


The above book is published by a non-profitable research Institute
(Institute for the Study of Languages and Cultures of Asia and Africa
[ILCAA], Tokyo University of Foreign Studies, Tokyo, Japan.  ILCAA's
publications are complimentary for scholars and researchers.


---------------------------------------------------------------------------


 If you buy one of these books, please tell the publisher or author that you saw it on LINGUIST.


 The following publishers contribute to the support of The LINGUIST List:


 MAJOR SUPPORTERS

         Academic Press
                  http://www.academicpress.com

         Arnold Publishers
                  http://www.arnoldpublishers.com

         Athelstan Publications
                  http://www.athel.com

         Blackwell Publishers
                  http://www.blackwellpublishers.co.uk/

         Cambridge University Press
                  http://www.cup.org

         Cascadilla Press
                  http://www.cascadilla.com/

         CSLI Publications
                  http://csli-www.stanford.edu/publications/

         Edinburgh Univ Press
                  http://www.eup.ed.ac.uk/

         Elsevier Science Ltd.
                  http://www.elsevier.nl/locate/linguistics

         John Benjamins
                  http://www.benjamins.com/  http://www.benjamins.nl

         Kluwer Academic Publishers
                  http://www.wkap.nl/

         Lernout & Hauspie
                  http://www.lhsl.com

         Lincom Europa
                  http://www.lincom-europa.com

         MIT Press
                  http://mitpress.mit.edu/books-legacy.tcl

         MIT Press
                  http://mitpress.mit.edu/books-legacy.tcl

         Mouton de Gruyter
                  http://www.deGruyter.de/hling.html

         Multilingual Matters
                  http://www.multilingual-matters.com/

         Oxford UP
                  http://www.oup-usa.org/

         Rodopi
                  http://www.rodopi.nl/

         Routledge
                  http://www.routledge.com/

         Springer-Verlag
                  http://www.springer.de

         Summer Institute of Linguistics
                  http://www.sil.org/




 OTHER SUPPORTING PUBLISHERS

         Finno-Ugrian Society
                  http://www.helsinki.fi/jarj/sus/

         Graduate Linguistic Students' Assoc., Umass
                  http://www.umass.edu/linguist/GLSA/

         Graduate Linguistic Students' Assoc., Umass
                  http://www.umass.edu/linguist/GLSA/

         IULC Publications
                  http://www.indiana.edu/~iulc/

         Kingston Press Ltd.
                  http://www.kingstonpress.com

         Linguistic Assoc. of Finland
                  http://www.ling.helsinki.fi/sky/

         Linguistic Society of Southern Africa (LSSA)
                  http://www.safest.org.za/bsp

         Orientalia et Africana Gothoburgensia
                  http://orient218.orient.gu.se/afrikanska/afrpubl.html

         Pacific Linguistics
                  http://pacling.anu.edu.au

         Pacini Editore Spa
                  http://www.pacinieditore.it/

         Sage Publications, Inc.
                  http://sage.com

         U. of Antwerp, Dept of Germanic Languages
                  http://apil-www.uia.ac.be/apil

         U. of Arizona Press
                  http://www.uapress.arizona.edu

         U. of Huelva
                  http://www.philologia.uhu.es

         U. of Marburg & Max Hueber Verlag
                  http://staff-www.uni-marburg.de/~introlin/

         University of Arizona Coyote Working Papers
                  http://w3.arizona.edu/~ling/webpages/Coyote.html

         University of California Press
                  http://www.ucpress.edu/

         University of Dortmund
                  http://www.wkap.nl/journalhome.htm/

         Utrecht Institute of Linguistics
                  http://www-uilots.let.uu.nl/

         Virittaja Aikakauslehti
                  http://www.helsinki.fi/jarj/kks/virittaja.html


---------------------------------------------------------------------------
LINGUIST List: Vol-12-178

More information about the LINGUIST mailing list