Abstract
Globally, in the late nineteenth and the early twentieth centuries, advertisements became a vital medium for the promotion of a range of commodities. ‘The pictorial advertisement’, David Ciarlo argues, ‘formed a new world of “commercial visuality”, which was simultaneously a business practice that drove unprecedented expansion of imagery across many different media, and a new and prominent cultural field’, which dramatically changed the very look of nations (Ciarlo, 2011). Advertisements concerning hygiene and sanitation in colonial India/Bengal had a similar impact. India too was a part of this expanding ‘commercial visuality’.
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Notes
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© 2015 Srirupa Prasad
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Prasad, S. (2015). Affective Remedies: Advertisements and Cultural Politics of Hygiene. In: Cultural Politics of Hygiene in India, 1890–1940. Cambridge Imperial and Post-Colonial Studies Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137520722_5
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