Motywy religijne w komercyjnym przekazie reklamowym a sacrum w przekazie religijnym
Religious motives in commercial advertising and the sacrum in religious advertising

Summary/Abstract: The goal of this article is to map the sacrum in commercial advertising. The author argues that instead of the sacrum one should talk about religious elements in advertising, because the sacrum retains its identity only in religious advertising. Religious elements in commercial advertising have a different purpose than sacrum in religious advertising. Author’s reflections are based on the literature and his own empirical studies on the phenomenon of religious advertising.

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