Douglas E. Haynes is Professor of South Asian History at Dartmouth College, USA. His publications include Rhetoric and Ritual in Colonial India (California, 1991) and Small-Town Capitalism in Western India (Cambridge, 2012). He has co-edited four other books and has written extensively on business and economic history, sexual science and advertising in western India.

A landmark contribution in the history of global capitalism, Haynes crafts an aesthetic visual archive of the modern professional advertising world in colonial western India. The book’s phenomenal textual analysis of advertisements in various languages and cities is indispensable for scholarship on urban middle classes, modern conjugality, gender relations, consumption practices, masculinities, medicine and sexual sciences.

• List of Illustrations Preface Acknowledgements Abbreviations Introduction 1. Brand-name Capitalism and Professional Advertising in India 2. Consumers: European Expatriates and the Indian Middle Class 3. Tonics and the Marketing of Conjugal Masculinity 4. Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps 5. Lever Brothers, Soap Advertising, and the Family6. The Invention of a Cooking Medium: Cocogem and Dalda 7. Electrical Household Technologies: Fracturing the Ideal Home Chapter VIII: Conclusion: Interwar Advertising and India’s Contemporary....................... Bibliography Index

Douglas E. Haynes is Professor of South Asian History at Dartmouth College, USA. His publications include Rhetoric and Ritual in Colonial India (California, 1991) and Small-Town Capitalism in Western India (Cambridge, 2012). He has co-edited four other books and has written extensively on business and economic history, sexual science and advertising in western India.

A landmark contribution in the history of global capitalism, Haynes crafts an aesthetic visual archive of the modern professional advertising world in colonial western India. The book’s phenomenal textual analysis of advertisements in various languages and cities is indispensable for scholarship on urban middle classes, modern conjugality, gender relations, consumption practices, masculinities, medicine and sexual sciences.

• List of Illustrations Preface Acknowledgements Abbreviations Introduction 1. Brand-name Capitalism and Professional Advertising in India 2. Consumers: European Expatriates and the Indian Middle Class 3. Tonics and the Marketing of Conjugal Masculinity 4. Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps 5. Lever Brothers, Soap Advertising, and the Family6. The Invention of a Cooking Medium: Cocogem and Dalda 7. Electrical Household Technologies: Fracturing the Ideal Home Chapter VIII: Conclusion: Interwar Advertising and India’s Contemporary....................... Bibliography Index

Douglas E. Haynes is Professor of South Asian History at Dartmouth College, USA. His publications include Rhetoric and Ritual in Colonial India (California, 1991) and Small-Town Capitalism in Western India (Cambridge, 2012). He has co-edited four other books and has written extensively on business and economic history, sexual science and advertising in western India.

A landmark contribution in the history of global capitalism, Haynes crafts an aesthetic visual archive of the modern professional advertising world in colonial western India. The book’s phenomenal textual analysis of advertisements in various languages and cities is indispensable for scholarship on urban middle classes, modern conjugality, gender relations, consumption practices, masculinities, medicine and sexual sciences.

• List of Illustrations Preface Acknowledgements Abbreviations Introduction 1. Brand-name Capitalism and Professional Advertising in India 2. Consumers: European Expatriates and the Indian Middle Class 3. Tonics and the Marketing of Conjugal Masculinity 4. Advertising and the Female Consumer: Feluna, Ovaltine and Beauty Soaps 5. Lever Brothers, Soap Advertising, and the Family6. The Invention of a Cooking Medium: Cocogem and Dalda 7. Electrical Household Technologies: Fracturing the Ideal Home Chapter VIII: Conclusion: Interwar Advertising and India’s Contemporary....................... Bibliography Index