The Good Life - Buy 1 Get 1 Free: Messages of Outdoor Advertising for Social Change in Urban India

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Abstract

Medien und medialisierte Kommunikation sind ein integraler Bestandteil des urbanen Raums, so auch in Indiens Städten. Staatliche und nicht-staatliche Mitteilungen, die darauf abzielen, das Verhalten oder die Mentalität der Bevölkerung zu beeinflussen, wie z.B. beim Wasserverbrauch oder der Wahlbeteiligung, sind aus dem Stadtbild nicht mehr wegzudenken. Von besonderem Interesse sind in diesem Zusammenhang die Botschaften der Konsumkultur. Dabei fungieren Plakate, Poster und großflächigen Billboards als Variante der medialisierten Kommunikation, die parallel zu dem Anpreisen von Produkten auch Themen wie die Gleichberechtigung der Geschlechter und Umweltprobleme ansprechen und so überkommende Strukturen herausfordern. In Nummer 17 der Schriftenreihe "Südasien-Informationen" untersucht Mette Gabler – illustriert durch reiches Anschauungsmaterial –, welches Potenzial dieser neuen Werbelandschaft auf den Straßen und Märkten indischer Großstädte innewohnt.

Translation of abstract (English)

The possibility of determining what the ultimate effect of advertising and media is and just how it affects the audience and thus society is a difficult task. As a mediator between a created reality of consumerism and day-to-day India, explicitly mirroring society and at the same time attempting to influence decisions, the existing communication is an ongoing blur of interaction. Even though the market place can be said to be the ideal place to negotiate existing values and behaviour due to its communicative practises, the long term effect of media messages, its communication and potential to challenge existing oppressive systems is difficult to predict. Society existing in a constant state of flux and change is a complex blend of a multitude of individuals and communities where cultures have transgressed local boundaries and as such a difficult mass to predict. Ultimately, corporate social responsibility that has increased within the last decade can prove to be an important factor when it comes to encouraging social and cultural fundamentals viewed as oppressive or devastating in that their goal to sell products and influence purchasing behaviour is complimented with a willingness to address social faults. Consequently, it would be necessary for both corporate companies and advertising agencies to recognise their responsibility in the spirit of Leo Burnett, one of the advertising agencies in the US and make "decisions that stimulate equality, liberty and fairness of opportunity" (Maignan & Ferrell 2004:4).