Implicit Religion, Vol 9, No 1 (2006)

Viewing Advertising through the Lens of Faith: Finding God in Images of Mammon

Tony Kelso
Issued Date: 31 Mar 2007

Abstract


Various scholars have noted connections between traditional Protestantism and

advertising in the United States. Not only did the two institutions inform one

another as modern advertising emerged and matured, but, arguably, the two

systems also exhibit parallel rhetorical formats and functions today. In this

qualitative study, it is suggested that a shift in emphasis, from advertising’s

relationship to explicit religion to its interaction with implicit religiosity, could

provide fresh insights. This framework was explored through focus group

interviews, participant journal entries, and one-on-one, in-depth interviews

with Protestants from three mainline congregations. The findings show that

some of the participants can, on occasion, touch the spiritual realm through

transactions with advertising. Indeed, it is contended that, although they belong

to formal religious organizations, these respondents can also engage in practices

associated with implicit religion. At the same time, the interviewees also indicated

they have little awareness of how advertising perpetuates the economic

status quo. Displaying hegemony at work, they are seemingly able to pursue

both explicit and implicit religious experiences and support their market-driven

culture without bearing significant cognitive dissonance. The paper makes the

case that advertising can sometimes function as a vehicle for helping to reconcile

this apparent conflict.

Download Media

PDF (Price: £17.50 )

DOI: 10.1558/imre2006.v9i1.29

Refbacks

  • There are currently no refbacks.





Equinox Publishing Ltd - 415 The Workstation 15 Paternoster Row, Sheffield, S1 2BX United Kingdom
Telephone: +44 (0)114 221-0285 - Email: [email protected]

Privacy Policy