Religion und Werbekommunikation. Engel an unserer Seite
Religion and advertising communication. Angels on our side

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Summary/Abstract: Advertising is a special “… stuff, that our dreams are made of”. In a worldso obviously ruled by slogans, brands, USP-s, catchy words and images,even the angels seem to be working for the advertisers - praising wines,computers, cigarettes, underwear, insurance policies … Angels are noHollywood stars, the Famous and the Rich, but they too create andenhance the symbolic value of goods and they can entertain! Whereas the(guarding) angel has long before earned his/her (!) place in ads andcommercials in Germany, the taboo-breaking embodiment of this divineentity is rather a (yes, let’s admit this: a very successful) novelty in theadvertising landscape in Romania.The present article explores the way religious motifs (the angel) as doubleedgedrhetorical ingredients help in the creation of “to have or to have not”in the consumer culture

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