Indian Philosophies of Meaning as a Critical Framework for Analyzing Contemporary Media Commercials

Abstract

Indian commercials communicate messages beyond selling products, embedding cultural values, philosophical ideas, and traditional thought. The paper Indian Philosophies of Meaning as a Critical Framework for Analyzing Contemporary Media Commercials examines select media commercials through the lens of classical Indian theories of meaning, including Nyāya, Mīmāṃsā, Dhvani, Rasa, and Sphota. By analyzing advertisements such as Surf Excel’s “Daag Ache Hain,” Tata Tea’s “Jaago Re,” Nescafe Classic’s “Make Your World”, Amul Butter, and Sunrich Refined Sunflower Oil, this study demonstrates how commercials convey literal, suggestive, and inferred meanings while evoking emotions and reinforcing social and cultural contexts. The research shows that classical Indian theories provide a unique framework for understanding how advertising resonates deeply with audiences beyond consumerism.