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

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

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

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

this apparent conflict.