Advertising uses religious symbolism in a measured and discreet way. It employs it very freely and sometimes unconsciously, just as it does with any other cultural element.
Should these borrowings, deemed irreverent by some and risking the distortion of the essence of the Christian faith, be denounced? Or, on the contrary, should we welcome the creation of a new form of communication based on humor, parody, and double meanings?
Over 40 visuals explained for a critical and playful perspective
Through the presentation of around forty recent advertising visuals (e.g., in the following pages), the authors offer a cross-view of the dual phenomenon of advertising communication and religious symbolism, aiming to encourage exhibition visitors to engage with their environment in a critical and playful manner.
The analysis attempts to reposition these figures and symbols in their original context, that of the Bible or Church history, thereby providing visitors with interpretative keys.
It is organized into 4 parts:
“And God created…” presenting advertisements inspired by the Book of Genesis (Adam and Eve, Paradise Lost, the fruit of temptation, etc.)
“Around Jesus…” presenting advertisements inspired by New Testament stories (the Last Supper, Jesus’s miracles, the most famous parables, etc.)
“In the highest heaven” presenting advertisements inspired by the realities of the otherworld (saints, angels, and demons)
“Men and a God” presenting advertisements inspired by ecclesiastical personnel (the Pope, priests, monks, and nuns).
A video exhibition
Since its run in Paris in the fall of 2014, the exhibition “God in Advertising” has been enriched with an audiovisual component, thanks to the collaboration with “Culture Pub,” the largest advertising video library in the world, which has aired on M6 (1989-2005), NT1 (2008-2012), and now on BFM Business (2015) and online (since 2007). Clips from all over the world are now shown at the exhibition, allowing for even more in-depth analysis of the use of religious imagery in advertising.
A tactile exhibition
Finally, the exhibition also offers the chance to discover the quirky world of goodies, these advertising objects and merchandise, generally offered to individuals or professionals to promote brands!
