Introducing & Analyzing the Hyperlocal in Indian Television Advertising
Published: 2010
Author(s) Name: Manjula Sharma, P.J. Philip
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Abstract
We identify and analyze the creation of a hyperlocal space
and referent system in contemporary Indian television
advertising to mediate the transmission of commodity
messages by advertisers. The hyperlocal is defined as an
imagined heterotopic space for cognition and
interpretation. A similarity between techniques used in
construction of hyperlocal space and Indian folk theater
form of Nautanki is identified. A discussion of its linguistic,
narrative facets, construction of identity and meaning of
consumption within the hyperlocal is presented. Exemplar
advertisements for Chlormint, a consumer product are
analysed semiologically with a discussion of various
dialectics that present a semiotic and qualititative study of
hyperlocal space in Chlormint advertisements.
Keywords: hyperlocal, heterotopia, hyperreality,
hypersignification, Semiotics
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