Sacred and profane view of Christmas in advertising
AbstractThis article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running on the Romanian market between November 15th and December 25th, 2012. The present study focuses on the following topics: the values promoted by both local and international brands, the sacred mindset versus the profane behavior of commercial characters, TV ad format, global and local features indentified in the advertising message, and, finally, verbal representations of Christmas. Our findings reveal a simple conclusion: advertising creates a glocalized image of Christmas that combines the global images of Coca-Cola and Santa Claus with local traditions and religious practice. Even if the general perception of Christmas does not always rely on the sacred meaning of this celebration, consumers still behave in a religious manner, regardless of age, education level, or culture. However, regardless how deeply brands have globalized and, sometimes, made a myth from their values (e.g., Coca-Cola), Christmas in advertising cannot ignore local aspects, which, naturally, emphasize the sacred dimension of this celebration.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii in its journal Romanian Journal of Journalism and Communication.
Volume (Year): (2013)
Issue (Month): 4 ()
Contact details of provider:
Postal: Bdul Iuliu Maniu 1-3, Corp A, etajul 6, sector 6, Bucuresti, cod 061071, Romania
Postal: Editura Ars Docendi, Sos. Panduri 94, sector 5, Bucuresti, Romania – for print copies
Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Raluca Radu).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.