Taevasest teenäitajast kommertsmaailma sõnumitoojaks: ingli stereotüübid tarbijareklaamides
From a heavenly guide to a messenger of the commercial world: Stereotypes of an angel in advertisements

Summary/Abstract: This empirical research intends to analyse the use and functions of the image of an angel in advertisements. The aim of the article is to follow the modifications and adaptations that the image of an angel has gone through during centuries, and to find out whether the portraying of angels in advertisements would allow us to draw conclusions about people’s contemporary beliefs and values in Estonia as well as elsewhere in the world. The analysis is based on about 50 advertisements that have mainly been produced during the last ten years.

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