Colonial Advertising, Desubjectification, and Epidermalization of Servitude in India

In an historical analysis of advertising in colonial India, I offer insights into how commercial representations were steeped in the violence of colonization. Drawing upon Frantz Fanon, I attend to the under-theorized question of how colonial advertising desubjectified the colonized and fostered a racial-epidermal schema that furthered conditions of servitude.


Rohit Varman (2019) ,"Colonial Advertising, Desubjectification, and Epidermalization of Servitude in India", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 315-319.


Rohit Varman, Indian Institute of Management Calcutta, India


NA - Advances in Consumer Research Volume 47 | 2019

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