<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.</p></abstract>

The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"The Interplay of Religious Symbols and Cultural Values Theory in Advertising"}

The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in...

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Publié en ligne: 30 oct. 2019

Pages: 119 - 137

Reçu: 10 mai 2019

Accepté: 10 août 2019

DOI: https://doi.org/10.1515/mosr-2019-0008

Mots clés
religious symbols, consumerism, advertising, branding, cultural values

© 2019 Rima Žitkienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Publié en ligne: 30 oct. 2019

Pages: 119 - 137

Reçu: 10 mai 2019

Accepté: 10 août 2019

DOI: https://doi.org/10.1515/mosr-2019-0008

Mots clésreligious symbols, consumerism, advertising, branding, cultural values

© 2019 Rima Žitkienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
religious symbols, consumerism, advertising, branding, cultural values