Department of Humanities and Social Sciences, National Institute of Technology, Kurukshetra, India, bl.manjula@gmail.com
We identify and analyze the creation of a hyper local space and referent system in contemporary Indian television advertising to mediate the transmission of commodity messages by advertisers. The hyper local is defined as an imagined heterotypic 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 analyzed semiologically with a discussion of various dialectics that present a semiotic and qualitative study of hyperlocal space in Chlormint advertisements.
