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classes were between 70 and 90 percent female. Commercialization has gone hand-in-hand with this trend, to the point where yoga aimed at the female market has become a business worth hundreds of millions of pounds a year. Accordingly, advertisers have attempted to appeal to women in search of well-being to market a wide variety of goods and services, some clearly related to a healthy life, from
386:: yoga is sold as a way of making the female body perfect enough to gain male approval. Women do often report that they are happier with their bodies with regular yoga, even though, Blaine remarks, yoga's representation in advertising encourages women to be unhappy with their appearance. She gives as example an advertisement by
294:
are not "décor" and that they should not be added "casually" to beautify a yoga space. On the other hand, the first-generation Indian
American yoga researcher and teacher, Rina Deshpande, writes that people from India can feel excluded if Indian words and symbols are forbidden in an attempt to make
233:
In the
Western world, yoga has become "feminized ... both in theory and in practice". Its practitioners are largely women; for example, in the United States in 2004, 77 per cent of yoga practitioners were women, while in Australia in 2002, the figure was 86 per cent; in Britain in the 1970s, yoga
214:. The scholar of yoga Andrea Jain writes that these were "mass-marketed to the general populace"; successful brands were able to gain audiences of hundreds of thousands from cities around the world. This in turn led to regulation. Professional organisations such as the
426:
and other asanas, with a voiceover telling women "If you want a toned tummy and legs like a
Victoria's Secret model, try the Downward Dog". Blaine comments that the marketing is offering "self-transformation through physical, not spiritual, change".
468:
394:
pose confides to her friend that her husband wants her to "get great buns". Blaine explains that this is a pun on the firm's hamburger buns and a slang word for buttocks; this is emphasized by a close-up shot of the women's buttocks, now in
366:
scholar Diana York Blaine identifies three themes in the use of yoga in advertising: that the "chaotic female body and its desires" need to be controlled; that consumers can use yoga to "maintain the excesses of patriarchal
146:. Around the 1960s, modern yoga was transformed further by three global changes: Westerners were able to travel to India, and Indians were able to migrate to the West; people in the West became disillusioned with organised
442:, with the caption "And now the only thing I've left behind is stress". Commenting on the sexism implicit in the scene, Blaine states that "Corporate America increasingly co-opts yoga to keep its army of workers working".
142:, was replaced by the self-affirming goals of good health, reduced stress, and physical flexibility. In the early 20th century, it was transformed through Western influences and a process of innovation in India to become
492:
238:
yoghurt and low-fat cereals to fitness clubs and water filters, and some not, with products as diverse as air travel, beer, motor vehicles, and financial services. Some uses of yoga in marketing, such as for
295:
yoga classes more inclusive. Deshpande notes that it is ironic that yoga is now "often marketed by affluent
Westerners to affluent Westernersâand Indians, ironically, are marginally represented, if at all."
448:
226:, and of yoga teachers who have been trained on approved courses. Certifying organisations such as Yoga Alliance have set out guidelines for how their members and others may use their
1735:
64:
spiritual practice from India, with the goal of the isolation of the self. This goal was replaced with modern goals like good health. Yoga itself was transformed into
809:
1994:
434:, using yoga to sell the brand to businesswomen. In an advertisement, a businesswoman with a stressful family life is seen floating in space on her
547:
274:. She identifies yoga studios, yoga teachers and yoga-related businesses as among those misusing yoga, stating that sacred symbols like idols of
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1826:
254:
Other uses, for products unrelated to yoga, have been described as ranging from "offensive" to "just plain bizarre", with the Hindu god
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966:
206:
The growth of yoga as exercise from the 1980s to the 2000s encouraged the market to diversify, first-generation yoga brands such as
665:
635:
557:
91:
ranges from giving a favourable impression of a product or service, to selling specific yoga-related items like classes,
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111:
of women, self-transformation through physical means, and the promise of reduced stress. Images of women in difficult
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586:"The Malleability of Yoga: A Response to Christian and Hindu Opponents of the Popularization of Yoga"
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817:(PhD thesis). Newcastle, New South Wales: University of Newcastle. pp. 66â67. Archived from
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of any kind, whether related to yoga or not. Goods sold in this way have included canned beer,
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781:"Mainstream Representations of Yoga: Capitalism, Consumerism, and Control of the Female Body"
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72:. From the 1980s, the yoga market grew and diversified; established yoga brands such as
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The
Practice of Iyengar Yoga by Mid-Aged Women: An Ancient Tradition in a Modern Life
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251:) are seen to be commercial but are at least directly connected to yoga practice.
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935:"What's the Difference Between Cultural Appropriation and Cultural Appreciation?"
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Yoga, the Body, and
Embodied Social Change: An Intersectional Feminist Analysis
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in India early in the 20th century, and adopted across the
Western world for
967:"The great hippie hijack: how consumerism devoured the counterculture dream"
848:"Stretching for Health and Well-Being: Yoga and Women in Britain, 1960â1980"
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382:. In Blaine's view, yoga's appearance in advertising places women in the
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151:
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69:
286:, and Shiva need to be treated with "reverence", just as the Om symbol,
266:. The yoga teacher and studio owner Arundhati Baitmangalkar, writing in
99:. Some such uses, such as of religious symbols like the sacred syllable
18:
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spiritual practice from India. Its goal, detachment from the self or
50:
30:
are examples of yoga materials sometimes used to adorn yoga studios,
783:. In Berila, Beth; Klein, Melanie; Roberts, Chelsea Jackson (eds.).
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475:
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414:, too, has been marketed using yoga. In a 2013 campaign, the model
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147:
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54:
525:"How We Can Work Together to Avoid Cultural Appropriation in Yoga"
317:
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27:
1190:
International
Association of Yoga Therapists âą Richard Miller
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maintain registries of yoga schools that provide appropriate
112:
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feature in advertisements to convey desirable qualities.
422:
gym â advertising that product at the same time â doing
909:"Not bending over backwards for a Lenovo ThinkPad Yoga"
259:
100:
23:
498:
Businesses that sell yoga-related products have used
666:"Yoga in Advertising: Taking a Bite of the Yoga Pie"
316:-clad one-legged wheel poses come with a barrage of
374:"; and that the values of Western consumerism and
692:
302:, writing about the commercialisation of yoga in
210:being joined by second-generation brands such as
2195:
957:
955:
623:Selling Yoga: from Counterculture to Pop culture
549:Positioning Yoga: balancing acts across cultures
107:. Yoga advertisements employ themes such as the
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390:, a fast food business, in which a woman doing
308:, commented that she had "unfollowed people on
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741:"Using The Yoga Alliance Professionals Logo"
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258:depicted on beer cans, the sacred syllable
2127:Core Strength Vinyasa Yoga (Sadie Nardini)
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713:"Yoga and Yoga Therapy in Germany Today"
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17:
596:(1). Butler University, Irwin Library.
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262:in marketing materials, and a foldable
2196:
807:
778:
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350:are completely unrelated to yoga, the
270:, describes some of this marketing as
80:. Yoga has become a physical activity
992:
787:. Lexington Books. pp. 130â140.
454:"Lycra-clad one-legged wheel poses":
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1666:Yoga Tradition of the Mysore Palace
710:
378:take precedence over the values of
13:
590:Journal of Hindu-Christian Studies
430:A different approach was taken by
84:, and is marketed mainly to them.
14:
2220:
1929:Complete Illustrated Book of Yoga
689:, pp. 73â94 "Branding Yoga".
664:McLellan, Lea (28 January 2015).
159:
76:were joined by newer brands like
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491:
467:
447:
1440:Yoga and cultural appropriation
836:
801:
334:Yoga and cultural appropriation
41:is the use of images of modern
933:Deshpande, Rina (1 May 2019).
907:Davidson, John (27 May 2014).
879:Lane, Megan (9 October 2003).
610:
539:
502:, as here by Lululemon in 2011
178:Yoga marketing: interior of a
1:
507:
482:promised women the body of a
87:The purpose of using yoga in
478:. A 2013 campaign featuring
401:objectifying the female body
399:, which Blaine describes as
354:chain's advertisements have
312:whose artful shots of their
198:computer, able to flex into
7:
779:Blaine, Diana York (2016).
474:Yoga has been used to sell
456:Eka Pada Urdhva Dhanurasana
10:
2225:
1428:Sexual abuse by yoga gurus
523:Baitmangalkar, Arundhati.
348:(breakfast foods pictured)
331:
163:
122:
118:
2183:Modern Yoginis (template)
2135:
1923:Vishnudevananda Saraswati
1845:Tirumalai Krishnamacharya
1792:
1753:
1656:
1560:
1475:
1410:
1349:Harmonial gymnastics/yoga
1316:
1309:
1298:
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1216:International Day of Yoga
1203:
1151:
1111:
1033:
1026:
327:
103:, have been described as
2178:Yoga teachers (category)
2173:Yoga scholars (template)
1681:A History of Modern Yoga
865:10.1163/157342107X207209
32:possibly inappropriately
1969:Satchidananda Saraswati
1720:The Path of Modern Yoga
1399:Autobiography of a Yogi
628:Oxford University Press
546:Strauss, Sarah (2005).
500:Eka Pada Rajakapotasana
1129:European Union of Yoga
808:Hodges, Julie (2007).
603:10.7825/2164-6279.1510
359:
272:cultural appropriation
220:European Union of Yoga
203:
187:
109:sexual objectification
105:cultural appropriation
35:
1885:Ashtanga Vinyasa Yoga
1393:Paramahansa Yogananda
1173:Trauma-sensitive yoga
1124:British Wheel of Yoga
881:"The Tyranny of Yoga"
341:
332:Further information:
264:computer named "Yoga"
224:yoga teacher training
193:
177:
164:Further information:
21:
2168:List of yoga schools
2039:Yoga the Iyengar Way
1943:Satyananda Saraswati
1938:Bihar School of Yoga
1674:Yoga in Modern India
1583:Lilias, Yoga and You
1386:Seetharaman Sundaram
965:(29 November 2015).
527:. Yoga International
380:Eastern spirituality
356:sexually objectified
352:fast food restaurant
166:List of yoga schools
144:an exercise practice
1995:Himalayan Institute
1857:T. K. V. Desikachar
1832:Swami Kuvalayananda
1646:Selvarajan Yesudian
552:. Berg. p. 5.
420:Equinox Health Club
230:in advertisements.
60:Yoga is an ancient
39:Yoga in advertising
2101:Beryl Bender Birch
2052:c. 1975
1883:c. 1948
1872:Srivatsa Ramaswami
1809:The Yoga Institute
1779:Breath of the Gods
1364:Genevieve Stebbins
1134:André Van Lysebeth
360:
358:women doing yoga.
268:Yoga International
243:yoga clothing and
204:
188:
66:a form of exercise
36:
2191:
2190:
2163:Asanas (template)
2158:Post-lineage yoga
1788:
1787:
1744:The Story of Yoga
1497:Frank Jude Boccio
1354:Marguerite Agniel
1324:Early modern yoga
1296:
1295:
844:Newcombe, Suzanne
637:978-0-19-939024-3
559:978-1-85973-739-2
484:Victoria's Secret
480:Lindsay Ellingson
416:Lindsay Ellingson
412:Victoria's Secret
322:#yogaeverydamnday
298:The Welsh author
182:shop, 2013, with
2216:
2204:Yoga as exercise
2026:B. K. S. Iyengar
2013:Bikram Choudhury
1890:K. Pattabhi Jois
1877:Vanda Scaravelli
1689:Positioning Yoga
1541:Paddleboard Yoga
1371:Physical culture
1359:Mary Bagot Stack
1314:
1313:
1304:
1211:Competitive yoga
1179:Restorative Yoga
1161:Yoga using props
1113:Teacher training
1063:Meditation seats
1031:
1030:
1020:Yoga as exercise
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913:Financial Review
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824:on 25 March 2019
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372:consumer culture
152:mass consumption
125:Yoga as exercise
82:mainly for women
70:mass consumption
43:yoga as exercise
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1736:Yoga in Britain
1704:The Subtle Body
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1575:Yoga for Health
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1522:Phillip Moffitt
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1423:Science of yoga
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1167:Accessible yoga
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1048:Standing asanas
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963:Williams, Holly
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582:Jain, Andrea R.
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458:performed by a
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418:is shown at an
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324:#beagoddess)."
305:The Independent
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47:market products
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2083:Jivamukti Yoga
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1851:Yoga Makaranda
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1068:Sun Salutation
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1058:Lotus position
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1043:List of asanas
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852:Asian Medicine
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630:. p. 43.
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300:Holly Williams
249:corporate logo
161:
160:Yoga marketing
158:
132:is an ancient
123:Main article:
120:
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26:âà„ symbol and
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2088:Sharon Gannon
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720:Weg Der Mitte
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707:
701:, p. 96.
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668:. Yoga Basics
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196:Lenovo "YOGÎ"
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2114:Anusara Yoga
2077:Forrest Yoga
2069:Sarah Powers
2064:Paul Grilley
2037:
2030:
2021:Iyengar Yoga
1987:Stephen Cope
1977:Kripalu Yoga
1927:
1895:Mysore style
1849:
1777:
1769:
1761:
1742:
1734:
1726:
1718:
1712:Selling Yoga
1710:
1702:
1695:
1687:
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1672:
1664:
1641:Switzerland
1597:Lyn Marshall
1581:
1573:
1507:Janice Gates
1502:Anne Cushman
1492:Mindful Yoga
1467:Yoga tourism
1450:For children
1444:
1397:
1334:
1240:Yoga Journal
1238:
1231:
1195:Janice Gates
1053:Downward dog
976:. Retrieved
970:
942:. Retrieved
939:Yoga Journal
928:
916:. Retrieved
912:
902:
890:. Retrieved
884:
874:
858:(1): 37â63.
855:
851:
838:
826:. Retrieved
819:the original
810:
803:
784:
749:. Retrieved
735:
723:. Retrieved
719:
706:
694:
682:
670:. Retrieved
622:
618:Jain, Andrea
612:
593:
589:
576:
548:
541:
529:. Retrieved
438:, seated in
432:Hyatt Hotels
429:
405:
397:Downward Dog
361:
347:
346:'s products
303:
297:
267:
253:
232:
212:Anusara Yoga
208:Iyengar Yoga
205:
200:Downward Dog
170:Yoga tourism
156:
137:
134:meditational
128:
86:
78:Anusara Yoga
74:Iyengar Yoga
62:meditational
59:
38:
37:
15:
2209:Advertising
2153:Modern yoga
2119:John Friend
2059:Paulie Zink
2008:Bikram Yoga
1982:Amrit Desai
1951:Ananda Yoga
1862:A. G. Mohan
1547:Aerial yoga
1376:B. C. Ghosh
1329:Vivekananda
918:14 December
725:4 September
376:materialism
288:yoga sutras
184:a yoga pose
89:advertising
2198:Categories
2148:Hatha yoga
2125:2006
2112:1997
2106:Bryan Kest
2096:Power Yoga
2094:1995
2081:1984
2075:1982
2046:1975
2019:1975
2006:1973
2000:Swami Rama
1993:1971
1975:1966
1962:1966
1956:Kriyananda
1949:1965
1936:1963
1916:1959
1900:Tim Miller
1867:Indra Devi
1838:1934
1825:1924
1807:1918
1776:2012
1768:2009
1760:2006
1741:2020
1733:2019
1725:2017
1717:2016
1709:2015
1694:2010
1686:2005
1671:2004
1663:1996
1561:By country
1545:2014
1539:2013
1528:2003
1490:1990
1486:Naked yoga
1484:1938
1381:K. V. Iyer
1333:1896
1281:Yoga pants
1259:Yoga brick
1185:Yoga nidra
1183:2008
1177:2007
1171:2002
1165:1979
1120:Standards
508:References
462:yoga model
440:lotus pose
392:Upward Dog
388:Carl's Jr.
369:capitalist
344:Carl's Jr.
247:(with the
245:mala beads
113:yoga poses
1697:Yoga Body
1552:Beer yoga
1517:Cyndi Lee
1455:For women
1336:Raja Yoga
1286:Lululemon
1091:Pranayama
1073:Tree pose
699:Jain 2015
687:Jain 2015
646:878953765
568:290552174
460:Lululemon
424:Tree Pose
384:male gaze
320:(#fitspo
310:Instagram
284:Patanjali
241:Lululemon
236:probiotic
186:on screen
180:Lululemon
55:computers
51:fast food
2054:Yin Yoga
1840:Viniyoga
1530:Acroyoga
1418:Hot yoga
1264:Yoga mat
1225:Journals
978:2 August
886:BBC News
846:(2007).
620:(2015).
584:(2012).
476:lingerie
436:yoga mat
408:lingerie
364:feminist
318:hashtags
292:mandalas
218:and the
148:religion
139:kaivalya
93:clothing
28:mandalas
2136:Related
1794:Schools
1609:Germany
1591:Britain
1568:America
1477:Hybrids
1411:Aspects
1310:History
1153:Therapy
1096:VinyÄsa
1086:Drishti
1078:Warrior
944:13 July
892:13 July
751:14 July
672:13 July
531:13 July
280:Ganesha
119:Context
1629:Sweden
1624:Russia
1604:France
1204:Events
1035:Asanas
1027:Topics
828:4 June
791:
747:. 2019
644:
634:
566:
556:
486:model.
342:While
328:Themes
290:, and
276:Buddha
1799:Gurus
1754:Films
1657:Books
1644:1941
1633:2015
1619:Italy
1614:India
1595:1976
1580:1970
1572:1961
1317:Early
1251:Props
822:(PDF)
815:(PDF)
716:(PDF)
314:Lycra
256:Shiva
228:logos
202:pose.
97:props
2143:Yoga
1763:Guru
1535:Doga
980:2022
946:2022
920:2022
894:2022
830:2019
789:ISBN
753:2022
727:2019
674:2022
642:OCLC
632:ISBN
564:OCLC
554:ISBN
533:2022
406:The
362:The
168:and
130:Yoga
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