New Insights into Prognostic Data Analytics in Corporate Communication by Kumari Shalini & Pragyan Rath

Author:Kumari Shalini & Pragyan Rath [Kumari Shalini]
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2019-08-19T16:00:00+00:00

“It isn’t the whiskey they choose, it’s the image.”

—David Ogilvy6

The Global and the Emerging Markets: India as a Case Study

Advertisements have been the mouthpiece for first-world countries, as the famous line from John Berger resounds from the cult piece—Ways of Seeing: “The great hoardings and the publicity neons of the cities of capitalism are the immediate visible sign of ‘The Free World.’”7 Advertisements or “publicity images”8 as intellectually cataloged by Berger have been the persuasive tools for consumption. In effect, publicity images historically became “symptomatic” of flourishing consumerism, and flourishing consumerism historically became symbolic of economically advanced societies. Hence, the same symbols also play a major role in “positioning” the emerging markets as economic placements on a global map. But the disruptive displacement of consumer power has happened and is in rapid progression. According to a 2016 report from PricewaterhouseCoopers (PwC), there is a clear transition in the global positioning of BRIC nations and other “growth countries” (as termed by PwC in the report9) from “labor centres” to “consumption centres.”10 If advertisement images have been symbolic of consumption, then advertising and those who produce advertising have been important political as well as marketing forces for emerging markets to make their marks on a global business map.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.