Essay 21st mainstream Hindi fiction film and advertising

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In this manner, UCLA Asian American Studies Professor Purnima Mankekar says, “the commodities that (dominate) the city's visual landscape (are) also irrevocably shaping its social landscape.” (Mankekar 2004: 414). In the 21st century, these spaces have transformed from the delineated urban streetscape to a gated community of the multiplex and mall, further marking class privilege. This new development is beneficial for both filmmakers and retailers in producing the identity of consumers of desire. Multiplexes and malls serve as anchor businesses for one another and their symbiotic relationship regulates the clientele that participate in both spaces. Real estate developer Rashesh Kanakia says, “If I make my multiplex on the third floor, my …show more content…
Navin Shah, chief operating officer of marketing firm P9 Integrated Pvt. Ltd says, “Bollywood has now acquired the cool quotient” to attract the social elite who would otherwise only watch English films (Shah 2008). Today, the three-hour films promote big brands, contain high fashion, and employ product placement. The advertisements are devoted explicitly to the purchase of new commodities available to Indians with discretionary incomes. These commodity aesthetics target the “consumerist lifestyles of affluent Indians, newly visible yuppies, and Non- Resident Indians (NRIs)” (Mankekar 2004: 414-415). Advertising appears in women’s film magazines such as Stardust, Savvy, and Filmfare, with messages targeted at “contemporary urban Indian woman with Indian roots and western exposure” (Grewal 1999: 815-816). Lavish spending on advertising contributes to the demand for many luxury goods that individuals purchase with disposable income. University of Illinois Professor Michelle R. Nelson and Narayan Devanathan of Cramer-Krasselt suggest this behavior exists because individuals in high-context cultures that look to visual symbols to communicate and are apt to note brand symbolism in a visual medium like cinema (Nelson and Devanathan 2006: 218). Brand-name recognition allows the individual to develop a sense of realism through the film viewing experience (Nelson and Devanathan 2006: 218). Advertisements

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