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| The Cultural Appropriation of Buddha in American Advertisements | ||
| 作者 | Bao, Jie-min (著) ; Willis, William M. (著) |
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| 出處題名 | Journal of Global Buddhism |
| 卷期 | v.23 n.1 |
| 出版日期 | 2022 |
| 頁次 | 46 - 62 |
| 出版者 | Journal of Global Buddhism |
| 出版者網址 | https://www.unilu.ch/en/faculties/faculty-of-humanities-and-social-sciences/institutes-departements-and-research-centres/department-for-the-study-of-religions/ |
| 出版地 | Lucerne, Switzerland |
| 資料類型 | 期刊論文=Journal Article |
| 使用語言 | 英文=English |
| 關鍵詞 | advertisements; Buddha; cultural principles; appropriation; goods; identity; secular spirituality; social groups |
| 摘要 | 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. |
| 目次 | Class-Oriented Consumption 46 Capitalizing on Secular Spirituality: Co-opting Buddha 47 Cultural Appropriation and the Power of Advertisers 47 Methodology and Research Design 48 1.Time 49 2.Product types 50 3.Product price 50 4.Language 50 5.Buddha’s name and images 51 Product Types and Thematic Advertising Patterns 51 In America there is a Buddha for Everyone 55 The Cultural Appropriation of Buddha’s Head 56 Reimagining Buddha 57 Acknowledgements 59 Author details 59 References 59 |
| ISSN | 15276457 (E) |
| DOI | https://doi.org/10.26034/lu.jgb.2022.1992 |
| 點閱次數 | 55 |
| 建檔日期 | 2022.12.16 |
| 更新日期 | 2022.12.16 |
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