<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

Data publikacji: 30 paź 2019

Zakres stron: 119 - 137

Otrzymano: 10 maj 2019

Przyjęty: 10 sie 2019

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

Słowa kluczowe
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

Data publikacji: 30 paź 2019

Zakres stron: 119 - 137

Otrzymano: 10 maj 2019

Przyjęty: 10 sie 2019

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

Słowa kluczowereligious 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.

Słowa kluczowe
religious symbols, consumerism, advertising, branding, cultural values