ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 10, Number 2, July 2012

Divinity on Sale: Investigating Religious Symbolism in Commercials
Muhammad Awais Memon - Indus University, Karachi, Pakistan
Dr. Mustaghis-ur-Rahman - SZABIST, Karachi, Pakistan

This research study explores the practice of using religious symbolism and holy iconography in marketing messages and promotional communications. To incite a desire in audience for purchase of certain items, religion is being used as a tool to convert possible audiences into buyers and consumers. This reveals current standing of creed and religion in our society which requires a thorough analysis of the implications of using religious symbolism for commercial purposes. To this end, the study investigates relationship between religion, sacred imagery and attitude of consumers towards religious iconography. After collecting data from sample of 150 undergraduate and graduate students various relationships were tested and it was found that significant relationship exists between religious symbolism and customer preference for commercials...


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DISCLAIMER: All views expressed in the journal are those of the authors and not necessarily reflect the policies or preferences of JISR-MSSE or SZABIST.