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.



Citation:

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.

Authors

Rohit Varman, Indian Institute of Management Calcutta, India



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

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

Read More

Featured

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

Read More

Featured

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.