Mimicry and Postcolonial Advertising

Emulation is usually understood as imitation of another individual’s behavior. Through a discursive analysis of advertising in India, we offer a richer understanding of emulation as an ambivalent performance. We interpret emulation as postcolonial mimicry. Our postcolonial interpretation helps in understanding the elided dimensions of antagonism, irony, and alterity in emulation. In emphasizing mimicry we explain the relationship of postcolonial subjects to the West and interpret advertising discourse as an expression of this relationship.


Rohit Varman, Julien Cayla, and Hari S (2011) ,"Mimicry and Postcolonial Advertising", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 544.


Rohit Varman, University of Reading, United Kingdom
Julien Cayla, University of New South Wales, Australia
Hari S, Indian Institute of Management Calcutta


E - European Advances in Consumer Research Volume 9 | 2011

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