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
Shopping for Freedom: Moroccan Women's Experience in Supermarkets
Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class
Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia