Yoga in advertising
The purpose of using yoga in advertising ranges from giving a favourable impression of a product or service, to selling specific yoga-related items like classes, clothing and props.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.[12] 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."[15] The Welsh author Holly Williams, writing about the commercialisation of yoga in The Independent, commented that she had "unfollowed people on Instagram whose artful shots of their Lycra-clad one-legged wheel poses come with a barrage of hashtags (#fitspo #yogaeverydamnday #beagoddess).[10] She gives as example an advertisement by Carl's Jr., a fast food business, in which a woman doing Upward Dog pose confides to her friend that her husband wants her to "get great buns".Commenting on the sexism implicit in the scene, Blaine states that "Corporate America increasingly co-opts yoga to keep its army of workers working".
mandalaspossibly inappropriatelyyoga as exercisemarket productsfast foodcomputersmeditationala form of exercisemass consumptionIyengar YogaAnusara Yogamainly for womenadvertisingclothingcultural appropriationsexual objectificationyoga poseskaivalyaan exercise practicereligionList of yoga schoolsYoga tourismLululemona yoga poseLenovo "YOGΛ"Downward DogYoga AllianceEuropean Union of Yogayoga teacher trainingprobioticmala beadscorporate logocomputer named "Yoga"BuddhaGaneshaPatanjaliyoga sutrasHolly WilliamsThe IndependentInstagramhashtags#yogaeverydamndayYoga and cultural appropriationCarl's Jr.fast food restaurantsexually objectifiedfeministcapitalistconsumer culturematerialismEastern spiritualitymale gazeUpward Dogobjectifying the female bodylingerieVictoria's SecretLindsay EllingsonEquinox Health ClubTree PoseHyatt Hotelsyoga matlotus poseEka Pada Urdhva DhanurasanaEka Pada RajakapotasanaJain, Andrea R.Jain, AndreaSelling Yoga: from Counterculture to Pop cultureOxford University PressNewcombe, SuzanneBBC NewsYoga JournalWilliams, HollyAsanasList of asanasStanding asanasLotus positionMeditation seatsSun SalutationWarriorDrishtiNamastePranayamaVinyāsaHasta VinyasasTeacher trainingBritish Wheel of YogaAndré Van LysebethTherapyYoga using propsAccessible yogaTrauma-sensitive yogaRestorative YogaYoga nidraInternational Association of Yoga Therapists • Richard MillerJanice GatesCompetitive yogaInternational Day of YogaAsana JournalYoga brickAngela FarmerHugger MuggerYoga pantsEarly modern yogaVivekanandaRaja YogaPierre BernardHarmonial gymnastics/yogaMarguerite AgnielMary Bagot StackGenevieve StebbinsPhysical cultureB. C. GhoshK. V. IyerSeetharaman SundaramParamahansa YoganandaAutobiography of a YogiHot yogaScience of yogaSexual abuse by yoga gurusMatthew RemskiFor childrenFor womenGeeta IyengarHybridsNaked yogaMindful Yoga