Decoding Ad Culture: Television Commercials and Broadcast Regulations in Bangladesh critically examines the pervasive influence of Western multinational companies in South Asia, with a focus on Bangladesh. Harisur Rahman argues that these corporations exploit cultural differences to execute deceptive advertising in developing countries, a practice curtailed in more regulated developed nations. This book reveals a symbiotic relationship between local and multinational companies, media production houses, and television channels, which, Rahman posits, facilitates this exploitation. Adopting a qualitative methodology, this study delves into social backgrounds, cultural capital, and consumption habits in Bangladesh and utilizes multimodal critical discourse analysis and rhetorical analysis to evaluate television commercials (TVCs). These analyses reveal the propagation of racism, sexism, classism, and patriarchal values through this form, along with a disregard for ethical standards and social responsibilities. Highlighting the disillusionment among Bangladeshi audiences towards advertisers' unmet promises, Rahman contrasts TVC regulations in developing and developed countries. The book concludes with policy recommendations to foster ethical advertising practices against mindless propaganda in Bangladesh, underscoring the need for equity, equality, and inclusivity in advertising standards.
Harisur Rahman is associate professor in the Department of Political Science and Sociology at North South University.
Chapter 1: Media Scenes and Television Commercials in Bangladesh Chapter 2: Critical Discourse Analysis of TVCs in Bangladesh Chapter 3: Rhetorical Analysis of TVCs in Bangladesh Chapter 4: The Use of Greenwashing in Bangladeshi Commercials Chapter 5: The Covidization of Television Commercials in Bangladesh Chapter 6: Television Commercials and the Formation of Audience Chapter 7: Negotiating Cultural Hegemony of The TV Commercials of Global Products in Bangladesh Chapter 8: Representation of Cultural Values in Bangladeshi Television Commercials Chapter 9: Television Commercial, Social Responsibility, and Broadcast Policy in Bangladesh
"This fascinating book will be intriguing not only to scholars in the fields of marketing, advertising, and media communications, but also to sociologists, anthropologists, and philosophers of human nature, since it addresses a broad range of hard and soft topics, from TV production and discourse analysis to the negotiation of cultural hegemony, representation of cultural values and ethics of social responsibility in Bangladesh broadcasting. The innovative mix of marketing strategy and cultural theory provides a meaningful link between advertising and larger cultural forces and will offer an indispensable guide for scholars, practitioners and students alike." -- Timothy D. Malefyt, Fordham University "Casting a critical eye on advertising in Bangladesh, Harisur Rahman cogently uncovers the hidden hegemonic intersection of commercials and big business. Analyzing multiple sources using multimodal discourse analysis, this fascinating study is an excellent resource for scholars of global advertising and Bangladesh culture and society." -- Arthur Asa Berger, professor emeritus, San Francisco State University
