The aim of this study is to investigate how religious symbols have been used in marketing historically and how the use of religion in advertising may reflect different conceptions of religiosity. In this study, we look at which religions are used in marketing, whether it is possible to see a change in usage over time, and what it is about the religious symbols that makes them favorable to use in advertising. Three newspapers have been selected for this study because they represent three different types of newspapers during the period November 1901 to November 1906. The evening paper Aftonbladet, the morning paper Svenska Dagbladet and the weekly magazine Idun. For the collection of advertisements, I have used the concept of banal religion from mediatization theory, which together with mediatization constitutes our framework for interpretation of the collected material. The advertisements where then compiled and analyzed through multimodal discourse analysis. The results show that there are several different religious symbols in the advertisements from different traditions. It is also possible to observe small changes over time during the study's focus period. In an analysis of the material, several different reasons have also emerged why religion in advertising acts as an effective sales tool, including by highlighting properties valued by the present society.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-110233 |
| Date | January 2021 |
| Creators | Fransson, Emma |
| Publisher | Linnéuniversitetet, Institutionen för kulturvetenskaper (KV) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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