The 9 Emotions of Indian Cinema Hoardings

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Tara Pub., 2007 - Art - 103 pages
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“The authors have succeeded in creating a book that engages the reader in an unconventional and memorable manner…a sound piece of scholarship that accomplishes its task of introducing Indian aesthetic theory and Tamil hoardings”- Southwest Journal of Cultures

The Erotic. The Valorous. The Furious. The Terror-stricken. The Pathetic. The Comic. The Disgusting. The Marvelous. The Peaceful.

According to the Natyashastra, a second-century Indian theory of aesthetics, there is a spectrum of nine emotions that superior works of art should evoke. This book picks each of the emotions apart, exploding them into their modern context: Tamil cinema billboards, or hoardings, as they are popularly known.

A team of hoarding artists from Chennai's Kollywood movie industry have created monumental paintings expressing each of the nine emotions in their own inimitable style. For the initiated, insightful essays illuminate the intersection of culture, commerce, and politics.

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About the author (2007)

V.Geetha is a leading intellectual from South India. A writer and translator, she has published widely in English and Tamil, in the areas of modern history, contemporary politics, the radical left and feminism. V. Geetha has been active in the women's movement in India for over a decade. In her writings, she attempts to read the past and its lessons against its grain. An exciting voice in contemporary Indian writing, Sirish Rao has authored over eighteen books, ranging from novels to children's books, re-tellings of myths to pop art collections. HIs books have won international awards and have been translated into several languages. His writing reflects his interest in nature, mountaineering, travel, eccentric people and the oddities of language. One of the best-known hoarding artists of Tamil cinema, Dhakshna works with his team from his studio in Chennai, India. His artwork for The 9 Emotions has been exhibited at the Kunsthal gallery in Rotterdam and at the Rebecca Hossack gallery in London.

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