Hyperlocal referent systems in television advertising

Abstract

We identify and analyze the creation of a hyperlocal space and referent system in contemporary Indian television advertising to mediate the transmission of commodity messages by advertisers. The hyperlocal is defined as an imagined heterotopic space for cognition and interpretation. A similarity between techniques used in construction of hyperlocal space and Indian folk theater form of Nautanki is identified. A discussion of its linguistic, narrative facets, construction of identity and meaning of consumption within the hyperlocal is presented. Exemplar advertisements for Chlormint, a consumer product are analysed semiologically with a discussion of various dialectics that present a semiotic and qualititative study of hyperlocal space in Chlormint advertisements. Common Ground, Manjula Sharma, P. J. Philip, All Rights Reserved.