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A Guide to Religious Fervor in the Advertising of Goods and the Good New
- Holy Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacred-religious symbols, themes, and rhetoric-within the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of 'holy hype' is effective through its use of recognizable sacred symbols that capture audiences' attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful.
- Susan H. Sarapin is associate professor of journalism and communication at Troy University. Pamela L. Morris is assistant professor in the Department of Communication at Indiana University-Purdue University Columbus.
- Chapter 1: Preface: Let There Be Light Chapter 2: What, in Heaven's Name, Is It? Chapter 3: Religion and Advertising: Scrambling the Sacred and Profane Chapter 4: In the Beginning: At the Intersection of Damascus Road and Madison Avenue Chapter 5: Selling the Goods Amidst the Good News Chapter 6: Apparel: The Fabric of American Faith Chapter 7: Marketing Religion on the Streets Chapter 8: The Bible Tells Me So: Scriptural Metaphors in Advertising for Nonprofits Chapter 9: Revelations of the Future of Holy Hype About the Authors
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