Locating the past in its silence: history and marketing theory in India

The paper aims to argue, while examining the history of marketing theory in India, that the discipline is a historical, serves large business interests and is shaped by hegemonic Western knowledge

Post-Colonial Consumer Respect and the Framing of Neocolonial Consumption in Advertising

This study of the production, representation, and reception of post-colonial advertising in India reveals a politics of consumer respectability. The post-colonial politics of consumer respectability is located at the intersection of center–periphery relations, class divisions, and colorism in a way that it frames neocolonial consumption. Advertisers depict middle-class consumer respectability by asserting Indian nationalism and by degrading the West as a symbol of colonialism. Such depictions are class- and color-based and show under-class and dark-skinned consumers in subordinate positions. Furthering such neocolonial frames of consumption, Indian advertising advances the middle-class desire for Eurocentric modernity by reinforcing the colonial trope of India as temporally lagging behind the West. Finally, middle-class consumer respectability involves a neocolonial whitening of self with epidermalized shaping of inter-corporeality and agency. In uncovering the theoretical implications of advertising as a site of avenging degradation, desiring modernity, and whitening of self, this study contributes by offering insights into how the politics of post-colonial consumer respectability furthers neocolonial frames of consumption

Development Of Al-B-C Master Alloy Under External Fields

This study investigates the application of external fields in the development of an Al-B-C alloy, with the aim of synthesizing in situ Al3BC particles. A combination of ultrasonic cavitation and distributive mixing was applied for uniform dispersion of insoluble graphite particles in the Al melt, improving their wettability and its subsequent incorporation into the Al matrix. Lower operating temperatures facilitated the reduction in the amount of large clusters of reaction phases, with Al3BC being identified as the main phase in XRD analysis. The distribution of Al3BC particles was quantitatively evaluated. Grain refinement experiments reveal that Al-B-C alloy can act as a master alloy for Al-4Cu and AZ91D alloys, with average grain size reduction around 50% each at 1wt%Al-1.5B-2C additions

Prospects of In-Situ α-Al2O3 as an Inoculant in Aluminum: A Feasibility Study

Copyright © 2017 The Author(s). In-situ α-Al2O3 was successfully synthesized and dispersed in Al alloy using B2O3 and ultrasonication-aided liquid mixing technique. Microstructure analysis identified α-Al2O3 as the most common phase in the composite master alloy, whereas AlB12 was frequently observed and AlB2 was rarely found in the alloy. Grain refinement analysis of selected Al alloys registered a transition of columnar to equiaxial grains of α-Al with the inoculation of the master alloy and ultrasonication treatment. Similarly, an improvement in the mechanical properties of A357 alloy was observed with the combination of inoculation and ultrasonication treatment.The authors wish to acknowledge financial support from the ExoMet Project, which is co-funded by the European Commission in the 7th Framework Programme (Contract FP7-NMP3-LA-2012-280421), by the European Space Agency and by the individual partner organizations

Development of New Oxide Based Master Alloys and their Grain Refinement Potency in Aluminium Alloys

In this study, grain refinement efficiency of a new oxide master alloy based on MgAl2O4 was demonstrated in Al alloys. The grain size of the reference alloy was reduced by 50-60% with the addition of the master alloy and introduction of ultrasonic cavitation. While cooling rate has an influence on the grain size reduction, more addition of master alloy was found to be not effective in further reducing the grain size.ExoMet Project, which is co-funded by the European Commission in the 7th Framework Programme (contract FP7-NMP3-LA-2012-280421), by the European Space Agency and by the individual partner organisation

Negotiation and resistance: a history of consumption in British India

Purpose The purpose of this paper is to review the key literature pertaining to consumption during the colonial period in India, broadly covering the time period from the early nineteenth century to the middle of the twentieth century. The review shows the prominent themes and patterns that help us understand colonial Indian consumers’ encounter with Western products and institutions. Design/methodology/approach The paper is a review of historical research papers and papers pertaining to the colonial period in India. Findings British colonialism introduced new products, institutions and ways of living into India, which were negotiated with and contested by Indian consumers and intellectuals. These new products and practices were not seamlessly adopted into the Indian context. Rather, they were appropriated into existing social structures determined by caste, gender and religion. The tensions produced by such negotiations and contestations fed Indian resistance to colonialism, culminating in British withdrawal from India. Originality/value Historical research pertaining to marketing in the Indian context is scarce. Moreover, there are few reviews which outline the important consumption practices and changes pertaining to the colonial period. The findings of this review will be of use to researchers and students of history, marketing and cultural studies. </jats:sec