The Cultural Appropriation of Buddha in American Advertisements
DOI:
https://doi.org/10.26034/lu.jgb.2022.1992Keywords:
advertisements, Buddha, cultural principles, appropriation, goods, identity, secular spirituality, social groupsAbstract
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.
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Jiemin Bao, William M. Willis

This work is licensed under a Creative Commons Attribution 4.0 International License.