sacred-selling-exploring-the-intersection-of-religion-and-advertising-in-contemporary-society 2024 1 This paper aims to explore the intricate link between religion and
advertisement, focusing on how advertisers use religious signs, values,
and tales to create a connection with consumers. The intersection of
religion and advertising is a very interesting and ever-changing idea that
has had a huge influence on the visual environment of our society. The
adoption of religious symbols and images in advertisements has been on
the rise. Starting from the sacred symbols to the unconscious religious
themes, their integration is a carefully planned method that is intended
to strike a chord with the consumers’ deep cultural and emotional values.
This paper contributes to a new perspective on advertising and religion
in it. It will highlight the historical context, psychological insight, soci-
ocultural analysis, and ethical dilemmas regarding the intersection of
religion and advertising.
To gain an intuitive understanding of the complex relationship between
religion and advertising, it is necessary to examine specific case studies
that exemplify the incorporation of religious elements into marketing
campaigns. This research mainly analyzes two case studies: Coca-Cola’s
“Hilltop” commercial and Nike’s “Take It To The Next Level” commercial.
These two campaigns are chosen for analysis because of their skillful
incorporation of religious elements into their campaigns. The study will
focus on showing how advertisers balance the sacred and the secular
without offending anyone’s religious sensibilities, all to reach mass
audiences, conquer new markets, and perpetuate consumerism. The
underlying question that propels the investigation is how advertisers
can balance the sacred and commercial and what the implications are
for individuals, communities, and society.

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]]> religion, advertising, campaign, consumerism 2024-11-29 https://brj.ibupress.com/articles/sacred-selling-exploring-the-intersection-of-religion-and-advertising-in-contemporary-society 1 39-54 10.69648/XHGU3519 en CC BY-NC-ND 4.0 https://creativecommons.org/licenses/by-nc-nd/4.0/ https://brj.ibupress.com/file/641/ibu-journal-brj-4.pdf Sanja Adjaip-Velichkovski International Balkan University true 2955-2516 2955-2524 Balkan University Press https://brj.ibupress.com