Under Western Eyes: India from Milton to Macaulay

Abstract

Book Reviews / Comptes rendus / 99 are rather artless presentations of factual information with little attempt to market, sell, or promote goods or services, by the 1780s a variety of appeals to consumers to invest credit in products or services are evident.Most ingenious of these is the attestation by a signed witness to the efficacy of a product or service in an open letter, for the open letter allows one to advertise without being seen to advertise.Mathison offers a fascinating analysis of vocabulary and tropes of advertising and the subtle ways in which they seek to obscure and redefine relationships of patronage.Poems that satirize the practice and content of such oblique advertising

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