Rational Choice in Religious Advertising: American Religions Adapt to the Spiritual Marketplace.
Content analysis of television advertising by national religious denominations suggests these institutions have accepted a rational-choice view of their place in American religious pluralism. Their ads employ more generic imagery than religious symbols and emphasize religions' ability to meet psycho...
| Publicado en: | Journal of Communication & Religion Vol. 38; no. 4; pp. 15 - 36 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Religious Communication Association
Winter2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=118538416&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 118538416 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 08942838 GU2 jtl: Journal of Communication & Religion issn: 08942838 maglogo: N pubinfo: dt: Winter2015 vid: 38 iid: 4 pid: 12589 pub: Religious Communication Association artinfo: ui: 118538416 10.5840/jcr201538424 ppf: 15 ppct: 21 formats: fmt: @attributes: type: P size: 399KB tig: atl: Rational Choice in Religious Advertising: American Religions Adapt to the Spiritual Marketplace. aug: au: Pritchard, Andrew D. Fudge, Julie L. Sisi Hu affil: assistant professor of media law and ethics in the Greenlee School of Journalism and Communication, Iowa State University su: Advertising Content analysis Communication methodology Religion Religious diversity United States sug: subj: United States Advertising Content analysis Communication methodology Religion Religious diversity keyword: advertising appeals conversion pluralism rational choice theory religion spirituality television ab: Content analysis of television advertising by national religious denominations suggests these institutions have accepted a rational-choice view of their place in American religious pluralism. Their ads employ more generic imagery than religious symbols and emphasize religions' ability to meet psychological and social needs more than traditional benefits of religious participation. Presenting a religion as a provider of more than explicitly religious benefits is consistent with active competition for practitioners desiring the best cost-benefit ratio from their religious choice. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Journal of Communication & Religion is the property of Religious Communication Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Journal of Communication & Religion holder: Religious Communication Association dt: @attributes: year: 2015 holdings: @attributes: islocal: N |
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