Holy Hype: A Guide to Religious Fervor in the Advertising of Goods and the Good News

Susan H. Sarapin; Pamela L. Morris

doi:10.5771/9781793629357

Summary

Holy Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacred—religious symbols, themes, and rhetoric—within the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of ‘holy hype’ is effective through its use of recognizable sacred symbols that capture audiences’ attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful.

Keywords

Search publication

Bibliographic data

Edition: 1/2022
Copyright year: 2022
ISBN-Print: 978-1-7936-2934-0
ISBN-Online: 978-1-7936-2935-7
Publisher: Lexington, Lanham
Language: English
Pages: 252
Product type: Book Titles

1. Contents No access
1. References No access
1. Overview No access
2. Source of the Term “Holy Hype” No access
3. Definitions of “Holy Hype” No access
4. Exploring the Definition No access
5. Semantics and Audiences No access
6. Conclusion No access
7. References No access
1. A New Religion No access
2. Not Quite a Religion No access
3. Not Holy Hype: American Civil Religion No access
4. From the Pulpit to Madison Avenue No access
5. Conclusion No access
6. Notes No access
7. References No access
1. Development of Holy Hype No access
2. Medieval Holy Hype No access
3. The Black Death No access
4. Protestantism and the Invention of the Printing Press No access
5. Rise of Commerce No access
6. Emergence of Secular Holy Hype No access
7. Apostle Spoons No access
8. Secular Holy Hype Goes to Press No access
9. Of Beer, Liqueur, and the Church When Modern Goes Medieval No access
10. Conclusion No access
11. Notes No access
12. References No access
1. Verse 1 No access
2. Adam and Eve and Creation No access
3. Angels No access
4. Biblical Sayings and Religion-Related Words No access
5. Divine, Sanctuary, Soul, Resurrection, and Saint No access
6. Verse 2 No access
7. Devil and Evil No access
8. Funerals and Immortality No access
9. God and Jesus No access
10. Heaven and Hell No access
11. Holy No access
12. Verse 3 No access
13. The Last Supper No access
14. Moses No access
15. Prayer and Worship No access
16. Conclusion No access
17. References No access
1. Religious Merchandise in History No access
2. Christian Retail No access
3. The American T-Shirt No access
4. Religious Shirts No access
5. Conclusion No access
6. References No access
1. Selling Faith No access
2. Church Response No access
3. Marketplace of Religion No access
4. Branding Belief No access
5. Institutional Holy Hype Examples No access
6. Signs of Faith No access
7. Billboards in America No access
8. Examples No access
9. Conclusion No access
10. References No access
1. Metaphor No access
2. Three Universally Recognized Biblical Survival Narratives No access
3. Unique Needs of NPO Advertising No access
4. Neoiconistic Model for the Biblical Survival Story of Noah’s Ark and the Flood: Case Studies: Green Building Council, Brazil, and Greenpeace No access
5. Conclusion No access
6. References No access
1. Overview of the Book No access
2. The Culture of Holy Hype No access
3. The Future of Holy Hype No access
4. References No access
Index No access Pages 237 - 250
About the Authors No access Pages 251 - 252