Language, Script, and Advertising in India’s Hindi Belt: Institutional Voices in Flux
Year: 2020
Type: article
Abstract: Certain combinations of languages and scripts have come to take on indexical properties within the world of advertising in northern India. Such properties are regimented by what is on offer—commercial items, government services and information, schooling, and coaching services. An exploration of changing conventions in advertising since the 1990s, a period of accelerated liberalization in India, reveals that there have been especially dramatic changes in education and coaching services. By considering combinations of language and script as partly constitutive of the voice of an institution, this article accounts for the changing possibilities for the articulation of institutional distinctions and the ways institutional voices commoditize aspects of personae during the last twenty-five years or so in northern India.
Source: Signs and Society
DOI: 10.1086/706035
Author: Chaise LaDousa
Institution: Hamilton College
Language: English
Subfield: Linguistics and Language
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $3,550
OpenAlex ID: W3011065741