Utterly Butterly Propaganda: An Analysis of Illustration as a Tool of Persuasion in Amul™ Ads

A pop culture icon and a beacon of upper-caste, liberal politics in India.

Kruttika Susarla
Graduate Student
Washington University in St. Louis

Brands have used mascots as a tool for persuasion and personalization of everyday commodities for ages (Dotz, Husain, 2003). Amul™ is an Indian dairy brand whose mascot is a fair-skinned girl in a white polka-dot dress and a matching bow in her blue hair. She was designed in 1967 and has since been used on product packaging and in political cartoon advertisements on billboards, print advertisements, and social media. The design of the mascot has remained consistent through the years and draws heavily on a rounded shape language. The Amul™ girl has been a pop culture icon and a beacon of upper-caste, liberal politics in India. Over the last six years, these advertisements shifted from liberal messaging to pro-state propaganda with a change in power in Indian politics to Hindu nationalism.

Amul™ uses visual and phonological puns, portmanteaus, and polysemous words in English and Hindi. The mascot transforms into politicians, celebrities, and sports persons depending on context. Her shape language is aggressively cute. Bright primary colors and consistent watercolor treatment with black outlines draw the audience into a nostalgic “good old” past while placing the mascot in an ever-changing political landscape. 

This presentation will visually analyze this evolution by examining the Amul™ illustration style, character design, and slogans. The analysis will use a dialectic method to read into the disarming aesthetics of the illustrations. It will contrast connoted messages with the material reality of the subjects of these ads by placing them in a historical, socio-political context. By doing so, we gain insight into how illustration has been used in these advertisements as a tool to normalize harmful government policies, the military, or pro-surveillance laws (Bhatia, 2020).

Feminine Archetypes on Women’s Suffrage Postcards as Agents of Propaganda

Insight into the prevailing beliefs of the early twentieth century

Andrea Hempstead
Assistant Professor
Texas A&M University-Corpus Christi

Archetypes have been used as a successful marketing tool for years as the “collective unconscious,” so the use of feminine archetypes on suffrage postcards at the turn of the century should not be surprising. Both pro and anti-suffrage cards visualize the conformity to, as well as the divergence from, the mother, the maiden, the lover and the huntress to further their cause. The social importance of postcards during this time can be compared to the power and proliferation of the modern-day meme on social media, as billions of private visual messages were made public. Today, memes are used as a cultural practice of belonging for conversation, community and identification.

As consumerism grew in America at the turn of the twentieth century, so did the need to communicate to sub-cultures within America. By studying the styles, methods and modalities of the illustration of women as feminine archetypes on suffrage postcards, we gain insight into the prevailing beliefs of the early twentieth century surrounding gender roles, sex and power, gender and nationalism, and how these postcards were used as agents of propaganda using feminine archetypes.

Context and an understanding of audience are integral to meme generation. By examining the use of feminine tropes and archetypes in memes as situational understanding, we can see how the power of the narrative has shifted. The female narrator can use gendered assumptions to further her message through the common experience with the messaging of a meme.

Building off of historical analysis, sub-cultural beliefs and motives can be contextualized to gain an understanding of the use of archetypal imagery and messaging present on suffrage postcards and memes. By comparing and contrasting the use of the feminine archetype on suffrage postcards and memes, we can see how the feminine ideal and experience are tools for message making.

This research was presented at the Design Incubation Colloquium 7.2: 109th CAA Annual Conference on Wednesday, February 10, 2021.