LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 13:6 June 2013
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         S. M. Ravichandran, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Copyright © 2012
M. S. Thirumalai
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Advertising and Women's Space:
The Bulldozing of Local Spaces and Narratives

Ashaq Hussain Parray

The politics of globalization of local cultural spaces, as a drastic daily phenomenon, is achieving milestones massively. As a multifaceted phenomenon, globalization enjoys more than one form of persuasive channels. Propelled by economic forces and supported eagerly by local profit-mongers in all nations, Western cultural aspects communicated via Western and non-Western sources take precedence and some denigration of non-Western themes and narratives may also take place. However, it simultaneously, directly and indirectly helps the protagonists of consumerism, investors from all nations and related cultural practices in all nations. All this yields good financial harvests and broadens the economic advantages of the proponents.

We need to emphasize that unlike in the recent past, the prime actors of the process of globalization right now are from many nations, both Western and non-Western.

The Role of Advertisement in Promoting Globalization

One essential medium of transformation and communication that functions instrumentally in evolving and adopting a global concept of world, which otherwise seems to be unavailable in a concrete form, has been the enterprise of advertisement. Obviously, the advertisement of products or saleable commodities constitutes the one major step before their arrival and availability in the market. The effectiveness of advertisement determines the fate of products significantly. All the visible and invisible benefits derived through the advertisement agencies, have consequently made the multinational enterprises and the financial institutions of consumerism-oriented and capital block, to seek the help of advertisement agencies.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ARTICLE IN PRINTER-FRIENDLY VERSION.

Ashaq Hussain Parray
Assistant Professor in English
IUST
Awantipora 192122
Jammu and Kashmir
India
Ashaq533@gmail.com
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