Religion in Advertising [Length 08:54 min.

] This video offers a look at some bizarre and controversial ads that employ religious imagery in marketing campaigns. Originally broadcast on MediaTelevision, a Citytv production. Introduction As societies evolve, they question and test established rules and practices. Yesterdays taboos eventually become todays clichs, and new taboos must be identified and challenged. This video examines some of the uses and abuses of religion in a variety of advertisements with an opportunity to consider whether such treatments are indications that society is losing its religion, replacing its religion, or asking questions that will strengthen its commitment to religion. Set in England, this documentary provides opportunities for students to compare the treatment of religion in British advertising to its treatment in their own culture. Before Viewing 1. Some critics have said that shopping has become a religion in the twenty-first century. If shopping is a new religion, is it ethical to borrow elements from old religions to promote consumerism? Is it blasphemous to make fun of religion? Or is it a sign of sophistication? Is it okay for the devil to consider barbecued sinner for dinner in an antacid spot? Are advertisers risking losing customers when they kid religion? Are there too few religious people to matter? Or might religious people not really be offended by the use of religion in advertising?

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Foci for Viewing 4. I dont think venerated [respected] religious symbols should be used to sell real estate or beer or whatever. (Rabbi David Novak) Do you agree that religious symbols should not appear in advertising? Why or why not? The Diesel commercials on the search for Jesus Christ depicted a child trying to walk on water, a man trying to heal his lame grandfather, and a man trying to turn water into wine. These spots were only shown on MTV Europe. Why do you think Diesel chose MTV? Why would MTV be their only choice? Which other television audiences would these spots be appropriate for? Why? Which television audiences would definitely not be appropriate for these spots? Why? Do you object to these spots? Why or why not? Would your parents react the same way? Why or why not? Do you think Diesel could make similar spots about

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Buddha, Mohammed, or the Dalai Lama without protest? Why or why not? 7. Martin Smith, deputy chair of Bartle Bogle Hegarty Europe, says, The rules change. Youre shooting at a moving target continuously and things that would have been regarded as offensive 10 years ago, certainly wouldnt be now. List some images or topics for conversation that are no longer considered offensive on TV. In this video we see four print ads for a paper manufacturer, all of which use religious language. Only one, Jesus loves me, was banned. Explain the reasoning for allowing three ads and banning one. Do you agree with the judgement? Why or why not? In this video we see two versions of the Diesel ad for Superior Denim, one with nuns and one with nuns and the Virgin Mary wearing jeans. Why might Catholics be offended by seeing the Virgin Mary wearing jeans? Would a non-Catholic be offended? Why or why not?

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After Viewing 10. In the Polaroid Spicecam spot, we see the nuns reactions, but never the photographs themselves. What do you think was in the photographs? Why do you think we never see the photographs? Is it better that we never see the photographs? Why? Do you think the Spicecam spot is sacrilegious? Why or why not? Is the Spicecam spot making fun of religion? of religious schools? of the nuns? Is the Spicecam spot funnier or more outrageous for people that recognize the Spice Girls than for those who might not recognize them? Why? The media seems to be open season on religion. They wouldnt dare use such ridiculous images of women, Blacks, gays, aboriginal people, Jews. All of that would be very much resented as being inappropriate whether you approve of someones religion. I think theres a certain lack of good taste and decency, and I think it represents an assault on religion. Rabbi David Novak In this video we see an angel vacuuming in heaven, and the spot tells us she has the best of both worlds. We are also shown an ad that states that the eleventh commandment says, Thou shalt always wear a condom and see an image of the Pope. [The Pope is the head of the Catholic Church, which is against birth control.] Are either of these spots offensive? Why or why not? To whom might they be offensive? Martin Smith notes that, You hear priests talking about making religion much more about everyday life and not just for an hour on Sunday. So if you want it to be

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more accepted, you have to realize theres a downside to that that sometimes people will treat it in a way that dont want it treated. Should religious people lighten up? Why or why not? 15. At the end of the video, we see an ad that was created to encourage people to attend the Episcopal Church. The father explains that he is going to take Billy to church the next day, and then Billy stands in the middle of the road, vulnerable to oncoming traffic. What do you think is the intended meaning of the spot? What are some of the unintended meanings? Who might be offended by the spot? Why might they be offended? How would you describe the style of the animation and art used in the Episcopal Church spot? Do the art and animation convey the meaning that the spot is satirical or serious? Why? Why is it important to understand that the spot is supposed to be satirical? Compare the satire in this spot to the satire used in MADtv (video 2). What elements do the two items have in common? Do they use satire for the same purposes? Explain. A CBC documentary, the Temples of Mannon, suggest that shopping malls have become the churches of the consumer culture. Does this analogy work for you? Do people go to the malls to worship? If so, what do they worship? How to they worship? Might mall attendance be part of the reason that church attendance is declining? What satisfaction might people get at the mall that the church no longer provides?

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