Asimilación cultural y diferenciación social: los discursos publicitarios en la India contemporánea

Abstract

India began to occupy a prominent place on the international scene after implementing the economic reforms of the nineties. The contemporary advertising discourse continues to use the strategy of the local in the global focusing on issues such as national unity and supposedly Indian values such as spirituality, although both in aesthetic and formal terms, Indian advertising images are similar to Western ones. The major social change can be seen within new generations of young middle-class and their attempt to combine traditional and modern aspects, whilst inequality due to caste, ethnicity or religion is still present and only a minority can access springing consumer markets.