publication . Article . 2013

Sacred and profane view of Christmas in advertising

Mădălina MORARU (BUGA);
Open Access
  • Published: 01 Jan 2013 Journal: Romanian Journal of Journalism and Communication, issue 4, pages 26-38
This article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running on the Romanian market between November 15th and December 25th, 2012. The present study focuses on the following topics: the values promoted by both local and international brands, the sacred mindset versus the profane behavior of commercial characters, TV ad format, global and local features indentified in the advertising message, and, finally, verbal representations of C...
free text keywords: Religious behaviour, sacralization, commercialism, glocalized Christmas., jel:M37
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