From Sailing Peace to Selling Peace: A Semiotic Study of The Product Called 'Peace'

The idea of peace has always been differently interpreted and highlighted in the various cultures of the world. At this moment while some parts of the world are engaged in wars and other violent outbursts, the propagation or promotion of the idea of peace seems essential. But at the same time, just a passive promotion of the idea sounds hypocritical as well. The capitalist side of this concrete jungle has been selling the idea of peace for their profits. Thus, this paper attempts to delve deep into the understanding of how the idea of peace is being sold as a part of world culture and how this is creating a particular virtual image of peace (that is the product). The aim of this paper is to analyse the role of the motivational speakers of India, who have been selling peace as a product to be consumed by millions of their followers by applying the exact marketing strategies that the brands use to push their sales.