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Pragyan Rath is Associate Professor in Business Ethics and Communication group at the Indian Institute of Management Calcutta (IIMC), Kolkata, India. She holds an MPhil and PhD in verbal-visual artistic relations. She has authored The ""I"" and the ""Eye"": The Verbal and the Visual in Post-Renaissance Western Aesthetics (2011) and has researched extensively on visual culture with related publications in national and international journals and paper presentations. She is currently developing a new model for corporate communications entitled ""ekphrastic technology"" based on the verbal representation of graphic designs. Apoorva Bharadwaj is Associate Professor in the Business Ethics and Communication group at Indian Institute of Management Calcutta (IIMC), Kolkata, India. A gold medallist in MA in English Literature, she holds a PhD in American Fiction. She has published research papers focusing on marketing communications, organizational communications, literature and management, Shakespeare and leadership, and inter-cultural communications in reputed national and international journals. She has authored a book entitled The Narcissism Conundrum: Mapping the Mindscape of Ernest Hemingway through His Epistolary and Literary Corpus (2013). Currently she is working on using fiction theories to decode advertising texts to develop new narrative models.

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