Browsing by Subject "Capitalistic Ideology"
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Item Politics of Advertisements: A Study of The Himalayan Times from 1st January, 2014 to 31st March, 2014(Department of English, 2015) Khatiwara, Bhula NathThis research examines the Nepalese commercial advertisements published in the English daily The Himalayan Times and keeps an eye on the politics of the advertisers. It argues that the capitalists make the advertisement a platform to impart the different consumerist ideologies across the Nepalese society. In order to get the desired objective, the advertisers play politics upon the consumers’ sentiments and psyche and impose capitalistic ideologies such as the male gaze, sexual objectification, commodification, and random consumer culture. To impress the mass consumers with the product, the advertisers focus on the element of the entertainment and allure the audiences to the product in the advertisements. The visual aesthetics is the main weapon of the advertisers to mask the capitalistic ideology in the advertisement and this paper throws light into the shadowed politics of the Nepalese.