Kuwait-University-Journal-of-Law-header
Search
Journal of Law

Previous Issues

Advance Search
Year : From To Vol
Issue Discipline:
Author

Volume :35 Issue : 2 2007      Add To Cart                                                                    Download

Sociology of Advertising Using Religious Symbol: A Content Analysis of a Sample of Commercial Ads in the Saudi Society

Auther : Obaid A. Al-Modaf

 

Advertising is a structured text that seeks persuasion using all forms of direct and indirect physical and symbolic gratification through integration of its parts in the effects it leaves at the recipients perception. The present study employs content analysis to probe this phenomenon using a sample of commercial ads that have been played / shown / displayed during the last four months of the year 1426 Hijrah, which include the most sacred months in Islam, and meet four conditions: thorough sources, thorough targeted consumers, thorough products, and specialization. The study results reveal that the use of religious symbols and rituals in advertising has become a noticeable phenomenon. The use comes out through different advertising multimedia, and intensifies during specific times such as the Islamic Holy months. Material and non-material symbols are used in advertising, advertised products are of great varieties; and advertising messages tend to use religious symbolism of targeted consumers to direct their consuming behavior.

Keywords: Advertising, Capitalism, Consumerism, Consumer, Commodification of rituals.

Journal of Law
Journal of Law

You are Visitor No.

79865

Journal of Law
Journal of Law
Tell your friendsJournal of Law
Journal of Law

Last Updated

Nov 28, 2019

Journal of Law
Journal of Law
Journal of Law

Please enter your email Here to receive our news

Journal of Law