Why Miss World isn't selling in India

Article Abstract:

A culturally-confused India was split over the hosting of the 1996 Miss World Pageant. An unlikely group of leftists, feminists, cultural nationalists and religious leaders were opposed to the pageant for offending Indian values, being a means to commercialize beauty products and instilling shallow values in Indian youths. On the other hand, the urban elite supports the holding of the Miss World pageant in India for being a boost to India's international image. The competition showcased the growing division in India between the modernists and those who propose a return to traditional values.

Social aspects, India, Popular culture, Beauty contests, 1996 AD, Miss World Pageant

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Points of view: he who can does?

Article Abstract:

Recent articles by business school academicians such as those by Tim Ambler and Demetrios Vakratsas are concrete evidence of the wide gap between advertising theorists and practitioners. The gap may be explained in part by creativity. Practitioners know that the success of an ad lies in its power to communicate and that creativity, which cannot be analyzed or formulated, generates this power. Another reason for the gap is that theorists attempt to create general principles which do not take into consideration the contextual fluidity in which advertisers must work.

Practice, Advertising

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