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Extra info for 03.Gautam Bhadra -- From an Imperial Product to a National Drink_ The Culture of Tea Consumption in Modern India

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According to this notion. in order to be effective. images &d to be affective. 1n the visualfield, the dictum of 'two-pius-two-makes-four' correspondenceb e t 4 6 presentation and meaning does not work beyond simple pragmatism. The communicative power of the advertisement as art lies in the excess beyond a simple correlation between the perspectives of the tand that of the spectator. The customer as a subject and product as an object and vice versa continually b e c t and confront each other in the visual field of advertisement.

112 ATea Makds Manual Cover of a book l 8 x 11 Cho P m m f Sikrho Pranoli By Girishchandra Chanopadhyay Kalikata, I" ed. 113. 25 E m S u h m n Bnnik Knthn 0 Kirli, Narendranath Laha. 114 Little BreaLfast I Prim ad. 5 P. 111 Vacuum Tin Print ad. 115 Little Breakfast U print ad. 5 Layout amibuted to Annada Munshi The Times of In&a S~esqu~centcnoial, Bombay,1989 1940 CSSSC 16. Fmm Tea Garden to the Tea Pot Pnint ad. 5 B m d New Advertising Tbmugb The Times of India Sesquicentennial. ed. 1940 Parimal Roy 30.

Each of them depicts a specific situation in which the consumer has been caught unaware. 37] shows a number of people running towards a house with a 'To Let' sign. They have left one hapless person behind. In the lower half, that person is shown drinking a cup of tea for relief. Intended to advertise tea as succour in trying conditions, the cartoon projects the figure of the customer as an ordinary person of the lower middle class who survives the tough times punctuated by war, partition, riots and ration.

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