The Age of Industrialisation- 6 Flashcards
how do ppl buy new products
t when new products are produced people have to be
persuaded to buy them. They have to feel like using the product.
explain the importance of advertisements in creating new customer culture.
One way in which new consumers are created is through
advertisements. As you know, advertisements make products appear
desirable and necessary. They try to shape the minds of people and
create new needs. Today we live in a world where advertisements
surround us. They appear in newspapers, magazines, hoardings, street
walls, television screens. But if we look back into history we find
that from the very beginning of the industrial age, advertisements
have played a part in expanding the markets for products, and in
shaping a new consumer culture.
what role did manchester LABELS play?
When Manchester industrialists began selling cloth in India, they put
labels on the cloth bundles. The label was needed to make the place
of manufacture and the name of the company familiar to the buyer.
The label was also to be a mark of quality. When buyers saw ‘MADE
IN MANCHESTER’ written in bold on the label, they were
expected to feel confident about buying the cloth.
what did labels carry?
But labels did not only carry words and texts. They also carried
images and were very often beautifully illustrated. If we look
at these old labels, we can have some idea of the mind of the
manufacturers, their calculations, and the way they appealed to
the people.
what kind of images appeared on the labels?
Images of Indian gods and goddesses regularly appeared on these
labels. It was as if the association with gods gave divine approval to
the goods being sold. The imprinted image of Krishna or Saraswati
was also intended to make the manufacture from a foreign land
appear somewhat familiar to Indian people
calenders were printed towards 19th century. why and what was its impact?
By the late nineteenth century, manufacturers were printing calendars
to popularise their products. Unlike newspapers and magazines,
calendars were used even by people who could not read. They were
hung in tea shops and in poor people’s homes just as much as in
offices and middle-class apartments. And those who hung the
calendars had to see the advertisements, day after day, through the
year. In these calendars, once again, we see the figures of gods being
used to sell new products.
what other images other than those of gods were used?
Like the images of gods, figures of important personages, of
emperors and nawabs, adorned advertisement and calendars. The
message very often seemed to say: if you respect the royal figure,
then respect this product; when the product was being used by
kings, or produced under royal command, its quality could not
be questioned.
how did indian advertisement create nationalism?
Indian manufacturers advertised the nationalist message was
clear and loud. If you care for the nation then buy products that
Indians produce. Advertisements became a vehicle of the nationalist
message of swadeshi.
conclude the age onf idustrialisation
Clearly, the age of industries has meant major technological changes,
growth of factories, and the making of a new industrial labour
force. However, as you have seen, hand technology and small-scale
production remained an important part of the industrial landscape.
