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    Published : 2024-09-27
    Vol. 52 No. 3 (2024)

    The Motif of the Road in Religious Advertising: An Outline of the Problem

    Krzysztof Stępniak

    https://orcid.org/0000-0001-9716-8835

    DOI: https://doi.org/10.18290/rns2024.0036

    Abstract

    The aim of the study undertaken, of a review nature, the results of which are presented in the article, was to identify the motif of the road and the use of its metaphor in religious advertising. Using examples of selected advertisements meeting the criteria adopted in the study, the ads found on the web, distributed as outdoor ads in public spaces or only in digital media were analyzed. The text should be regarded as only an outline of the problem. Subjecting it to more detailed analysis, such as using Aristotle's theory of topos or content analysis, would allow deeper exploration of the topic and the metaphor of the road in religious communication. The general conclusions of the study concern: 1) the importance of symbolism and the metaphor of the road in religious communication; 2) the use of the realm of the sacred to enhance the persuasive side of the message in pastoral and vocation advertising; 3) the visibility of religion in social space.

    Keywords:

    Christianity, religious advertising, way-symbol, way-metaphor



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    Artykuły w czasopiśmie dostępne są na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe (CC BY-NC-ND 4.0)