Hyperlocal Referent Systems in Television Advertising

By Manjula Sharma and P. J. Philip.

Published by The Social Sciences Collection

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

We identify and analyze the creation of a hyperlocal space and referent system in contemporary Indian television advertising to mediate the transmission of commodity messages by advertisers. The hyperlocal is defined as an imagined heterotopic space for cognition and interpretation. A similarity between techniques used in construction of hyperlocal space and Indian folk theater form of Nautanki is identified. A discussion of its linguistic, narrative facets, construction of identity and meaning of consumption within the hyperlocal is presented. Exemplar advertisements for Chlormint, a consumer product are analysed semiologically with a discussion of various dialectics that present a semiotic and qualititative study of hyperlocal space in Chlormint advertisements.

Keywords: Advertising, Television, Popular Culture

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 2, pp.99-116. Article: Print (Spiral Bound). Article: Electronic (PDF File; 825.313KB).

Prof. Manjula Sharma

Assistant Professor, Department of Humanities, Department of Management, National Institute of Technology, Kurukshetra, Haryana, India

Ms. Sharma holds a Masters and M.Phil. degree in English and has been teaching English, Communications at National Institute of Technology, Kurukshetra, India for over twenty-five years. Her current research interests include 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 Management, National Institute of Technology, Kurukshetra, Haryana, India

Dr. P. J. Philip is Professor of Management 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 Resourse 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 Resourse Development, Government of India.


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