Advertising without alienation

Abstract

Advertising, like all other modern commercial activity, was a gift of the white man. The white man tended to select and favour such people whose life styles were akin to his own. Thus advertising personnel came to be chosen more for their ability to communicate with the white bosses than for their empathy with their audiences. What endeared them to their bosses was also what alienated them from their audiences. Deepak Raja looks into this process of alienation.