2006
DOI: 10.1558/imre2006.v9i1.29
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Viewing Advertising through the Lens of Faith

Abstract: 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 w… Show more

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