Showing papers in "Journal of Creative Communications in 2011"
TL;DR: In this article, green advertising is taken as the instrument of measuring difference in purchase intention for metro and non-metro consumers, and linear regression and the z-test method are used to measure the impact of these attributes of green advertisement on purchase intention.
Abstract: The purpose of this article is to find out the green advertising factors affecting purchase intention literature, and then to develop a simpler and more precise model of purchase intention. In this article, green advertising is taken as the instrument of measuring difference in purchase intention for metro and non-metro consumers. It is obviously hypothesized that metro and non-metro customers exhibit different degree of purchase intention for eight variables taken in the present study.The conceptual framework of factors affecting customer attitude—including credibility, consumers’ trust, viewers’ attitudes, brand image, the media, green education, reference group influence and perceived effectiveness of environmental behaviour—is developed by examining the theoretical foundation for general products and services. Linear regression and the z-test method were used to measure the impact of these attributes of green advertisement on purchase intention and difference in metro and non-metro customers, respecti...
26 citations
TL;DR: A case-based research methodology was adopted and company executives, planners and consumers of Airtel, Vodafone, Dabur and Godrej Consumer Products were interviewed in-depth as mentioned in this paper.
Abstract: The present study aims to understand why companies undergo corporate identity change, the elements that undergo change and their execution, the process of corporate identity change and its effects on the companies. A case-based research methodology was adopted and company executives, planners and consumers of Airtel, Vodafone, Dabur and Godrej Consumer Products were interviewed in-depth. The study found that corporate identity change was more effective when it was well embedded within corporate culture; consumers recalled the corporate identity changes more in the telecom industry as compared with the FMCG industry. The corporate identity change had different impacts on short as well long-term objectives.
6 citations
TL;DR: The Indian culture, dispensed through colorful musicals of Bollywood, remains a common thread of emotional connection for the Indian diaspora spread around the globe in more than 100 countries as mentioned in this paper.
Abstract: Indian culture, dispensed through colorful musicals of Bollywood, remains a common thread of emotional connection for the Indian diaspora spread around the globe in more than 100 countries. Indo-Fi ...
4 citations
TL;DR: The use of suggestive emptiness through de-articulation positions the message at the fringes of language, meaning and clarity allowing a tra... as discussed by the authors, where the concept of silence enables the movement of the artist's work beyond linguistic expression and linguistic consciousness towards an enlightened state of pure contemplation, wherein the perceiver indulges in self forgetfulness.
Abstract: While extensive research on film sound has undertaken the study of formal and informal structures of silence, the aesthetics of silence in film deserves greater exploration. This article pursues the origination and design of silence amid diverse contexts and varied forms, namely in the spectre of the acousmetre, the gesticulation of the mute character and in the discontinuities, ellipses and gaps that are characteristic of the European modernists. In the interrelation between cinema and modernism, the concept of silence is of critical consideration. Silence is fundamental to the emergence of histories, theories and practices of film sound. The aesthetics of silence enables the movement of the artist’s work beyond linguistic expression and linguistic consciousness towards an enlightened state of pure contemplation, wherein the perceiver indulges in self-forgetfulness. The use of suggestive emptiness through de-articulation positions the message at the fringes of language, meaning and clarity allowing a tra...
4 citations
TL;DR: Theorising about Indian cinema has largely been focused on mainstream Hindi films (or "Bollywood") which it is claimed represent the whole film industry and make up the "national cinema" as mentioned in this paper.
Abstract: Theorising about Indian cinema has largely been focused on mainstream Hindi films (or ‘Bollywood’) which it is claimed represent the whole film industry and make up the ‘national cinema’. This pers...
3 citations
TL;DR: In this paper, the effect of television penetration on the annual number of theatrical admissions and the number of screens was examined using time series data from the introduction of television until the year 2005 in the five major film producing countries: US, UK, France, Germany and Japan.
Abstract: Media economics investigations of the international flow of media such as films reveal the importance of domestic consumer spending on films. Television penetration is seen as a threat to this. In this article, the effect of television penetration on the annual number of theatrical admissions, the annual number of films produced and the number of screens was examined using time series data from the introduction of television until the year 2005. This was examined in the context of the five major film producing countries: US, UK, France, Germany and Japan. Statistically, India fits the international pattern of a significant negative effect of television penetration on aggregate and per capita theatrical film admissions. Further, television penetration had a negative but non-significant effect on the number of films produced and on the number of screens. Descriptive data show that India’s persistent aggregate admissions appear to be more an artifact of the population size rather than a higher frequency in v...
3 citations
Abstract: The study is an investigation of the influence of an organization’s citizenship practices on its employees, in the Indian context. The major objective of the research is to explore and empirically ...
3 citations
TL;DR: In this article, the singing bodies of the 1937 Tamil film, Chintamani, are examined by deploying Julia Kristeva's concept of "abject" along with Gilles Deleuze's notion of "movement images".
Abstract: Gilles Deleuze’s film philosophy is best known for its discovery of ‘movement images’ and ‘time images’ in the ubiquitous category of filmic images. The advent of Deleuze’s film philosophy has not only pushed the boundaries of filmic images beyond their ‘representational’ territory, but unleashed a very innovative and relevant theoretical framework to examine the narrative locations of films produced in different cultural territories. Early Tamil cinema is best known for its potential to invoke the power of singing bodies through a countless number of songs. The Deleuzian notion of ‘movement images’ provides more than enough pointers to examine early Tamil cinema’s attempts to construct ‘movement images’ through the singing bodies. In examining the singing bodies of the 1937 Tamil film, Chintamani, this article seeks to innovate by deploying Julia Kristeva’s concept of ‘abject’ along with Deleuze’s concept of ‘movement images’. The analytical juxtaposition of these two different concepts reveals itself em...
2 citations
TL;DR: The Telugu film industry is the second largest in India, sometimes producing more number of films than the Hindi film indus... as discussed by the authors, which has the distinction of being one of the largest producers of films.
Abstract: India has the distinction of being one of the largest producers of films. The Telugu film industry is the second largest in India, sometimes producing more number of films than the Hindi film indus...
2 citations
TL;DR: Bhabendra Nath Saikia as mentioned in this paper was one of the prolific directors of the latter category during the last three decades of the twentieth century, and his films can be placed under the category which has been named by the critics as Indian parallel cinema or innovative cinema.
Abstract: Assamese cinema, though not a very visible category in most of the works of film historians and critics, started with a note of nationalistic sentiment in the early half of the twentieth century. In subsequent times, amidst the commercially driven Assamese entertainment movies which were more numerous, a number of Assamese directors were successful in creating a ‘serious’ genre of Assamese cinema. Bhabendra Nath Saikia was one of the prolific directors of the latter category during the last three decades of the twentieth century. On the basis of their various characteristics, his films can be placed under the category which has been named by the critics as Indian ‘parallel cinema’ or ‘innovative cinema’. This article is an attempt at a descriptive analysis of the narrative contents and other cinematic features of Saikia’s films, with an aim to locate this regional filmmaker within the broader domain of Indian parallel cinema. It is argued here that while most of his films can be read as critical commentar...
2 citations
TL;DR: In this article, Gay Globalization via Goa in My Brother, Nikhil examines the 2005 film, which was the first to have focused on homosexuality in India and argues that Goa is both cleaved to and from India as a whole by casting the former's historical regionality through a misconstrual of its religious identities, as well as through references to colonial and alleged racial difference.
Abstract: ‘Gay Globalization via Goa in My Brother… Nikhil’ examines the 2005 film, which was the first to have focused on homosexuality in India. Despite this claim, the film articulates gay subjectivity as emerging from a global, rights-based perspective, it is argued. Central to this analysis of the film is its setting in Goa which is employed as a site of liminality between ‘traditional’ India and global modernity. Goa is both cleaved to and from India as a whole by casting the former’s historical regionality through a misconstrual of its religious identities, as well as through references to colonial and alleged racial difference. The film’s basis for such differentiation is considered as being in large part due to Goa’s longer colonization by the Portuguese in comparison to the reign of the British in most of the rest of India. Modernity and diaspora are also explored as key features of the representation of Goa in the film, especially as they tie in to issues of gay rights. Further, the essay scrutinizes the...
TL;DR: In this article, a narrative history of the studios situated in Calcutta, during the 1930s and 1940s, is presented, along with the mesh of material found in the public domain.
Abstract: This article charts a narrative history of the studios situated in Calcutta, during the 1930s and 1940s. Through an exhaustive research of the studio documents and archival material, along with the study of the mesh of material found in the public domain, this article shows the collective function of disparate houses. It demonstrates the import of smaller stories, which are often appropriated to produce a larger national narrative. The purpose of this article is to look into specific production companies located in Calcutta, in the effort to recount the multifarious accounts of the Indian studios. Clearly, one of the methodological difficulties of writing histories for cinema from the sub-continent appears to be the zeal to produce a concise history of our manifold experiences. This article aims at confronting and disturbing such conjectures, and brings up new material and fresh methods in its attempt to write history of the ‘studio era’ in India. Within this framework, this article argues for a ‘shared h...
TL;DR: Public broadcast stations in the USA are often dependent on effective fundraising for their survival as discussed by the authors, which has become an important avenue through which those non-profit broadcasting stations can raise money from audiences.
Abstract: Public broadcast stations in the USA are often dependent on effective fundraising for their survival. Raising money from audiences has become an important avenue through which those non-profit broa...
TL;DR: In this article, the authors take these interruptions and rename them as "pleasure-pauses" to better explain their presence within an Indian context and then analyze their functional aspects from a Bollywood perspective.
Abstract: Scholars like Ganti (2004), Mishra (2002) and Desai (2004) have described how Bollywood has its own unique structure with a focus on its song-and-dance sequences but Gopalan (2002) in her book Cinema of interruptions: Action genres in contemporary Indian cinema provides a framework of interruptions specifically detailing the narrative features that render Indian films unique. She notes that Indian films can be understood as an assemblage of interruptions that halt the linear narrative and flow of the film. Since Bollywood films differ from the diegesis of other film narratives they need to be analyzed from a uniquely Indian perspective rather than a Western critical perspective. The aim of this article is to first take these interruptions and rename them as ‘pleasure-pauses’ to better explain their presence within an Indian context and then analyze their functional aspects from a Bollywood perspective.
TL;DR: This article is an attempt to investigate the political economy of Haryanvi cinema in relation to the overarching presence of the ubiquitous big brother ‘Bombay cinema’.
Abstract: The cinema of India is considered synonymous with Bollywood. This misnomer actually hides in itself myriad hues from the hinterland. While some regions have developed competitive industries, some others are dying a slow death due to state apathy. The situation is particularly bad in regions where Hindi dialects are spoken, namely Uttar Pradesh, Rajasthan, Punjab and Haryana. While Bhojpuri films and Punjabi films have started achieving wide commercial success, the identity of Haryanvi cinema has gotten lost somewhere. If Haryanvi is just another dialect of Hindi, then why has Hindi cinema not been able to fulfil the cultural needs of the Haryanvi speaking audience? Is there scope for investigating the larger socio-economic factors that have reduced Haryanvi cinema to this state? This article is an attempt to investigate the political economy of Haryanvi cinema in relation to the overarching presence of the ubiquitous big brother ‘Bombay cinema’.
TL;DR: This article attempted a content analysis of selected Bhojpuri films to determine how the media help maintain the regional identity of migrants from UP and B... using Cultural Studies as the framework.
Abstract: Using Cultural Studies as the framework, this article attempts a content analysis of selected Bhojpuri films to determine how the media help maintain the regional identity of migrants from UP and B...
TL;DR: In this article, the authors examine various aspects of Ram Gopal Varma's films in order to assess his contribution to Indian cinema as an auteur, through the tenets of autho...
Abstract: This article examines various aspects of Ram Gopal Varma’s films in order to assess his contribution to Indian cinema as an auteur. Varma’s films are critically analyzed through the tenets of autho...
TL;DR: Approaches to sexual health in select countries that do substantially better on sexual health are discussed, indicating that the lessons may help a country like India to do better in providing for the sexual health of its citizens.
Abstract: Policy makers in India have been concerned about the high rates of STDs and the spread of HIV and AIDS. A major perception was that HIV/AIDS is a ‘foreign disease’, ironically its prevalence rate i...
TL;DR: In 2013 AD, Indian film industry is a hundred years old as discussed by the authors and for many, the centenarian Indian movie industry means Bollywood. But in actual, Indian cinema consists not only of a relatively small segm...
Abstract: In 2013 AD, Indian film industry is a hundred years old. For many, the centenarian Indian film industry means Bollywood. But in actuality, Indian cinema consists not only of a relatively small segm...