Religion und Werbekommunikation. Engel an unserer Seite

Résumé (en anglais)

Advertising is a special "… stuff, that our dreams are made of". In a world so 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 no Hollywood stars, the Famous and the Rich, but they too create and enhance the symbolic value of goods and they can entertain! Whereas the (guarding) angel has long before earned his/her (!) place in ads and commercials in Germany, the taboo-breaking embodiment of this divine entity is rather a (yes, let's admit this: a very successful) novelty in the advertising landscape in Romania. The present article explores the way religious motifs (the angel) as double-edged rhetorical ingredients help in the creation of "to have or to have not" in the consumer culture.