Christmas on Sale? – Desacralisation of the Religious Language in Advertising Cover Image

Boże Narodzenie na sprzedaż? O desakralizacji języka religijnego w reklamie
Christmas on Sale? – Desacralisation of the Religious Language in Advertising

Author(s): Malgorzata Rybka, Jolanta Sławek
Subject(s): Applied Linguistics
Published by: Towarzystwo Naukowe KUL & Katolicki Uniwersytet Lubelski Jana Pawła II
Keywords: Christmas;advertising;sacrum;profanum;desacralization;persuasion;

Summary/Abstract: Religious symbols are characteristic for their rich semantic content and many intertextual connections. What is more, religious symbols are strongly embeded in many consuments' minds. In modern advertising the references to religion have mainly persuasive function, as they encourage each recipient to purchase certain goods or to make use of the offered services. Sacrum in Christmas advertisements is rarely presented, because it is very often replaced by regional Christmas customs and traditions. Advertisements undergo different processes of unification and globalization, so they are known and understood by almost every receipient. Elements of sacrum used in commercials enter the profane area and this process is caused by the semantic context that leads to reinterpretation and secularization of the sacrum elements. Only few examples present that this process can be reversed and something that have seemed to be secular becomes sacralised in the advertisements.

  • Issue Year: 63/2015
  • Issue No: 06
  • Page Range: 213-239
  • Page Count: 27
  • Language: Polish