RELIGIÖSE MOTIVE UND VERFREMDUNG IN DER WERBEKOMMUNIKATION
RELIGIOUS THEMES AND THEIR (MIS)USE IN ADVERTISING COMMUNICATION

Summary/Abstract: For a long time the public and the representatives of social sciences have tried to understand how advertising as a persuasive communication genre functions. The dimensions of advertising communication have been analyzed in various interpretative frameworks to provide reasons for and insight into the “construction of meaning” as well as today’s broadly accepted “consumption of advertising”. That’s why the present paper deals with two ad messages built upon religious imagery. The paper discusses the way the ad resonance in both economy (the German ad) and political marketing (the Romanian ad) relies on the (mis)use of the same religious motif borrowed from a famous Renaissance painting. In this way, the paper aims at making a contribution to the analysis of media literacy and of persuasive argumentation.

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