"This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a...

Introduction: Mediated immediacy : living in the now -- Of swingers and organization men : loose modernities -- Experts unbound : intimate professionals and the value of lifestyle -- Book as tool : lifestyle print culture and the West Coast publishing boom -- Being one : from knowledge to...