The Cultural Appropriation of Buddha in American Advertisements

Authors

DOI:

https://doi.org/10.26034/lu.jgb.2022.1992

Keywords:

advertisements, Buddha, cultural principles, appropriation, goods, identity, secular spirituality, social groups

Abstract

Employing a mixed qualitative and quantitative method, this paper explores why and how Buddha is being reimagined, appropriated, and baked into American advertisements, as well as what underlying values inform such a practice. Building upon previous scholars’ work, we argue that Buddha-branded advertisements cater to all socio-economic classes not just the elite. Buddha is used as a spiritual resource to promote desire, reinforcing rather than challenging consumer culture. Buddha-branded advertisements are shaped by American cultural principles, and in return, the advertisements reshape various facets of identity and everyday American life.

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Published

2022-07-07

How to Cite

Bao, Jiemin, and William M. Willis. 2022. “The Cultural Appropriation of Buddha in American Advertisements”. Journal of Global Buddhism 23 (1):46–62. https://doi.org/10.26034/lu.jgb.2022.1992.

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Section

Research Articles