Linguistic Extraction in Indian Advertising: Authenticity, Commodification, and Cultural Signifiers
DOI:
https://doi.org/10.24113/smji.v13i11.11628Keywords:
Semiotics of Advertising, Indian Advertising, Cultural Branding, Indigenous Language in MarketingAbstract
Modern Indian advertising uses culturally loaded words like 'Ayurveda', ‘Organic’ and 'Desi' to build trust and make products appear more authentic. In this paper, we explore how hybridization of English and Indian languages, along with cultural signs, is employed in the advertisements to connect with the consumers. However, the excessive usage of such terms in a marketing context can make them loose their value. This study highlights this phenomenon of ‘linguistic extraction’ questioning who profits from this commodification of culture through language while emptying the true meaning of the traditionally rooted words. It argues for a space where brands give respect and credit to the history of these words and practice it responsibly instead of reducing them to mere marketing labels. The purpose is not to condemn every instance of cultural language in advertising, but to sharpen our tools for looking and judging.
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