Year: 2022
Type: article
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.
Source: Journal of Global Buddhism
Authors: Jiemin Bao, William M. Willis
Institution: University of Nevada, Reno
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
Funder: University of Nevada, Las Vegas
OpenAlex ID: W4285034537