Understanding religious and cultural traditions can make or break an advertising campaign. Knowing how to appeal to an individual or community’s sense of tradition, symbolism and beliefs about how the world functions creates effective advertising and marketing. Not understanding themes found offensive in various faiths and cultures can make a campaign fail or create backlash in those communities.
Advertising is about understanding the psychology of the audience, understanding what people believe, why they believe it and what it means to them.
Understanding religious and cultural themes helps craft advertising, whether to a specific religious demographic or a mainstream audience.
Religious products, from Christian-themed movies and cartoons, to books and T-shirts, are a growing market. Also growing is designing campaigns for religious institutions, whether congregations, denominations or faiths, to establish a “brand,” as well as advertising agencies devoted to particular faiths and faith markets. Six in 10 Americans say religion is “very important” in their lives. Advertising specifically to and for religious communities will be a continued trend.
Advertising and Society Review
First Things: A Monthly Journal of Religion & Public Life
Journal of Contemporary Religion
Journal of Media & Religion
Journal of Religion & Society
American Academy of Religion Syllabi Search
Issues in American Consumer Culture
Prof. Chris Smith
University of Southern California
Religion and the Marketplace
Dr. Linda D. Holler
San Diego State University
Churches Advertising Network
Faith Based Marketing Association
Faith & Values Media
Religious Communication Association
Religion Communicators Council
World Association for Christian Communication
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• See a full list of professional associations and resources here.