Reflexivity and Intertextuality in Contemporary Indian Television Advertising: An Analysis of Vodafone ZooZoo Campaign

By Manjula Sharma and P. J. Philip.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In 2009, Vodafone debuted a series of advertisements presenting fictional ZooZoo characters that have achieved significant popularity in Indian television audiences. This work identifies key characteristics of this advertising campaign including reflexivity and intertextuality and presents an analysis of this advertising campaign.

Keywords: Indian Television, Advertising, Reflexivity

International Journal of Interdisciplinary Social Sciences, Volume 5, Issue 6, pp.111-116. Article: Print (Spiral Bound). Article: Electronic (PDF File; 592.618KB).

Prof. Manjula Sharma

Associate Professor, Department of Humanities, National Institute of Technology, Kurukshetra, Kurukshetra, Haryana, India

Ms. Sharma holds a Masters and M.Phil. degree in English and has been teaching English and Communications skills at National Institute of Technology, Kurukshetra, India for over twenty-five years. Her current research interests include social messaging in Indian television, advertising, and communications in multi-lingual student bodies. She is currently the Chairman of the Department of Humanities at NITK.

Dr. P. J. Philip

Professor, Department of Business Administration, National Institute of Technology, Kurukshetra, Kurukshetra, Haryana, India

Dr. P J Philip is Professor of Management and currently serves as Chairman of the Department of Business Administration at National Institute of Technology, Kurukshetra (Haryana) INDIA. He has over thirty years of teaching and research experience. His areas of specialisation are Marketing Management and Human Resource Management. He has a number of research publications to his credit and has attended many national and international conferences, seminars, workshops etc. He has also coordinated two projects for the Ministry of Human Resource Development, Government of India.


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