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Cultural Heritage in Transit: From Materiality to Spirituality: Contemporary Uses of Buddha Images in European Advertisings
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Theology, Department of Theology.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Uses of Buddha images increasingly become a new fashion in European commercial market for branding wellness, inner peace and spirituality. However, in many cases Buddha-inspired advertisements are barely about Buddhism as a religion, instead Buddha is used as a non-religious symbol to represent a wellness and mindfulness lifestyle, and to create a fantasy for the exotic oriental. By analyzing visual representations of Buddha in the sampled European advertisings, the thesis seeks to argue how cultural heritage is transformed into a cultural symbol signifying life values and identities. It aims at developing a contemporary perspective to decode visual representations of cultural heritage in advertisings, and further explore the concept of “authenticity” in modern and cross-cultural settings. 

Place, publisher, year, edition, pages
2017. , p. 116
Keywords [en]
Buddha Images, Cultural Heritage, Advertisement, Religion, Symbol.
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:uu:diva-334278OAI: oai:DiVA.org:uu-334278DiVA, id: diva2:1159192
Subject / course
Euroculture
Educational program
Master Programme in Euroculture
Supervisors
Examiners
Available from: 2018-01-04 Created: 2017-11-21 Last updated: 2018-01-04Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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  • nn-NO
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Output format
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