This Day Is to Be Special: the Role of Exaggerated Contrast in an Indian Wedding

This movie documents an explorative look at how audial and visual cues are purposefully exaggerated in Indian culture as a means of separating the sacred from the profane. It is known that one of the key elements of sacredness is its separation from the profane (Belk, Wallendorf, & Sherry 1989). This research shows how aspects of a typical North Indian wedding ceremony and the events surrounding the wedding are used as a means of contrast. Audial and visual cues are knowingly and often excessively exaggerated from everyday Indian life as a means of ensuring separation from the profane.



Citation:

Ekant Veer (2009) ,"This Day Is to Be Special: the Role of Exaggerated Contrast in an Indian Wedding", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 152-153.

Authors

Ekant Veer, University of Bath, UK



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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