Publication: Publicidad y Clase Media en la India de los noventa: entre la tradición y la modernidad
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2009
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Universidad Complutense de Madrid
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Abstract
Los cambios económicos ocurridos en la India tras la liberalización económica de los noventa favorecieron el asentamiento de empresas multinacionales e impulsaron la venta de nuevos productos y servicios que pasaron a ser consumidos por «la nueva clase media» india. Para adaptarse a este nuevo mercado, las empresas extranjeras trataron de dar a conocer sus productos y servicios, compaginando los valores indios con los occidentales, e imprimir un halo de prestigio y buena reputación –por sus prestaciones, calidad y diseño– a estos novedosos bienes de consumo. Había que mostrarse internacionales y locales, cosmopolitas y tradicionales, sin abandonar la imagen de indianidad. Para conseguirlo los creativos publicitarios utilizaron símbolos claros que hacen mención a la India (actores de Bollywood, canciones patrióticas, colores como el azafrán o el verde...), junto con el uso cada vez más frecuente del hinglish, una mezcla de hindi y de inglés que se está imponiendo en todo el mercado audiovisual. Por este motivo, la India es en la actualidad un país atractivo para entender la globalización, sus retos y contradicciones y el papel de los medios y de la publicidad en todo este proceso de cambio.
The economic changes which occurred in India after the liberalization movement of the nineties favored the arrival of multinational companies and stimulated the sale of new products and services which started to be consumed by the new Indian middle class. In order to adapt to this new market, foreign companies promoted their products and services by mixing Indian and Western values, and by diffusing a halo of prestige and good reputation for the benefits, quality and design of these innovative consumer goods. These companies had to prove to be international and local, cosmopolitan and traditional; all this without losing an image of indianness. In order to reach that goal, advertisement agencies used clear symbols referring to India (Bollywood actors, patriotic songs, colors such as green and saffron…) along with the more and more frequent use of hinglish, a mix of Hindi and English which is expanding in the entire audiovisual market. India is nowadays a perfect place to understand globalization, its challenges and contradictions and the role of mass media and advertisement in all this process of change.
The economic changes which occurred in India after the liberalization movement of the nineties favored the arrival of multinational companies and stimulated the sale of new products and services which started to be consumed by the new Indian middle class. In order to adapt to this new market, foreign companies promoted their products and services by mixing Indian and Western values, and by diffusing a halo of prestige and good reputation for the benefits, quality and design of these innovative consumer goods. These companies had to prove to be international and local, cosmopolitan and traditional; all this without losing an image of indianness. In order to reach that goal, advertisement agencies used clear symbols referring to India (Bollywood actors, patriotic songs, colors such as green and saffron…) along with the more and more frequent use of hinglish, a mix of Hindi and English which is expanding in the entire audiovisual market. India is nowadays a perfect place to understand globalization, its challenges and contradictions and the role of mass media and advertisement in all this process of change.
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India, Globalización, Liberalismo económico, Publicidad, Clases medias, Globalization, Economic liberalism, Advertisement, Middle class
Bibliographic citation
Val Cubero. A. Publicidad y Clase Media en la India de los noventa: entre la tradición y la modernidad. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias. Vol. 3, n. 2 (2009), pp. 197-208.