TY  - GEN
AU  - C Sunitha Srinivas
TI  - 'Ad'apting to markets : : repackaging commercials in Indian languages
SN  - 9789351502401
U1  - 659.1 
PY  - 2015///
CY  - New Delhi
PB  - Sage Publications India Pvt. Ltd.
KW  - Advertising -- India
KW  - Advertising -- Language.
KW  - Psycholinguistics.
N1  - Acknowledgements 	
Introduction 	
The World of Advertising 	
The Illusion Industry: Advertising on Television 	
Making Sense of Advertisements: Reading Ads Theoretically 	
Localization: Issues in Cultural Transmission 	
‘Culturalizing’ Advertisements: Relocating the Ad Message 	
The Visual-linguistic ‘Relay’: Interpreting Advertisement Signs 	
The New Media: A Study of the Mobile Online Advertising 	
The Social Media: Localization and Global Communication 	
‘Ad’apting to Markets: Means to the Consumer’s Heart and Purse 	
Bibliography 	
Index
N2  - Ad’apting to Markets discusses the process of localization of advertisements (ads) in different Indian languages and its socio-cultural implications. While doing so, it provides insights into the ideologies and cultural values of contemporary societies as they have a powerful influence not only on consumers’ product choices but also on their motivations and lifestyles. The book brings out the manner in which the local market is approached in regional languages to woo consumers and increase sales, the various ways in which localization is achieved, and the visual as well as linguistic ‘translation’ that ‘localized’ ads involve
ER  -