Holy Hype : A Guide to Religious Fervor in the Advertising of Goods and the Good News

Sarapin, Susan H./ Morris, Pamela L.

Lexington Books（2022/01発売）

• 製本 Hardcover:ハードカバー版／ページ数 258 p.
• 言語 ENG
• 商品コード 9781793629340
• DDC分類 659.1

Full Description

Holy Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacred—religious symbols, themes, and rhetoric—within the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of 'holy hype' is effective through its use of recognizable sacred symbols that capture audiences' attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful.

Contents

Chapter 1: Preface: Let There Be Light
Chapter 2: What, in Heaven's Name, Is It?
Chapter 3: Religion and Advertising: Scrambling the Sacred and Profane
Chapter 4: In the Beginning: At the Intersection of Damascus Road and Madison Avenue
Chapter 5: Selling the Goods Amidst the Good News
Chapter 6: Apparel: The Fabric of American Faith
Chapter 7: Marketing Religion on the Streets
Chapter 8: The Bible Tells Me So: Scriptural Metaphors in Advertising for Nonprofits
Chapter 9: Revelations of the Future of Holy Hype
About the Authors