Reklama religijna a nowa ewangelizacja. Wyzwania i możliwości
Religious advertising and new evangelization. Challenges and opportunities

Summary/Abstract: The text includes an in-depth analysis of religious advertising as a tool for new evangelization. The author presents an independent definition of religious advertising, its typology and includes selected issues related to religious advertising as a medium used for the Catholic Church communication with a widely understood recipient. The article was written based on novel research which was conducted by the author in the Laboratory of Media Studies of the University of Warsaw on the phenomenon of religious advertising. It also covers conclusions and recommendations concerning the possibility of wider application of religious advertising in new evangelization.

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