{"title":"我想像你一样:阿凡达的凝视和印度Amul黄油广告中企业人格的视觉修辞","authors":"Rohini S. Singh","doi":"10.1080/15551393.2021.1949998","DOIUrl":null,"url":null,"abstract":"This article analyzes India’s long-running Amul Butter campaign to delineate some of the visual strategies by which a company projects a persona as an ordinary citizen. I argue that the company’s mascot, the Amul Girl, functions as a corporate avatar who oscillates between her world and that of her viewers and enlists viewers in an exchange of gazes. In doing so, the Amul Girl avatar represents a corporate being seeking to live and look like an Indian person. The essay concludes by asking what kind of Indian the Amul Girl reveals Amul to be and suggests future lines of inquiry for visual scholars interested in the projection of corporate persona.","PeriodicalId":43914,"journal":{"name":"Visual Communication Quarterly","volume":"67 1","pages":"139 - 151"},"PeriodicalIF":0.4000,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"I Wanna Be Like You: The Avatar Gaze and the Visual Rhetoric of Corporate Personhood in India's Amul Butter Advertisements\",\"authors\":\"Rohini S. Singh\",\"doi\":\"10.1080/15551393.2021.1949998\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This article analyzes India’s long-running Amul Butter campaign to delineate some of the visual strategies by which a company projects a persona as an ordinary citizen. I argue that the company’s mascot, the Amul Girl, functions as a corporate avatar who oscillates between her world and that of her viewers and enlists viewers in an exchange of gazes. In doing so, the Amul Girl avatar represents a corporate being seeking to live and look like an Indian person. The essay concludes by asking what kind of Indian the Amul Girl reveals Amul to be and suggests future lines of inquiry for visual scholars interested in the projection of corporate persona.\",\"PeriodicalId\":43914,\"journal\":{\"name\":\"Visual Communication Quarterly\",\"volume\":\"67 1\",\"pages\":\"139 - 151\"},\"PeriodicalIF\":0.4000,\"publicationDate\":\"2021-07-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Visual Communication Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/15551393.2021.1949998\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Visual Communication Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15551393.2021.1949998","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
I Wanna Be Like You: The Avatar Gaze and the Visual Rhetoric of Corporate Personhood in India's Amul Butter Advertisements
This article analyzes India’s long-running Amul Butter campaign to delineate some of the visual strategies by which a company projects a persona as an ordinary citizen. I argue that the company’s mascot, the Amul Girl, functions as a corporate avatar who oscillates between her world and that of her viewers and enlists viewers in an exchange of gazes. In doing so, the Amul Girl avatar represents a corporate being seeking to live and look like an Indian person. The essay concludes by asking what kind of Indian the Amul Girl reveals Amul to be and suggests future lines of inquiry for visual scholars interested in the projection of corporate persona.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
