TY - JOUR
T1 - Something old, something new
T2 - Exploring the interaction between ritual and advertising
AU - Otnes, Cele
AU - Scott, Linda M.
PY - 1996
Y1 - 1996
N2 - Although the study of consumer rituals is increasing, the relationship between advertising and consumer rituals has not been explored. The authors offer a framework for examining the influence of those cultural institutions, articulating the ways advertising can influence consumption during rituals, as well as the ways advertising employs ritual symbolism to create messages about products and services not designed for use during such occasions. They provide examples of ads employing symbols associated with the wedding—a sociologically and economically significant ritual in our culture. The authors argue that advertising not only influences ritual, but is often a form of secular ritual itself. They propose several areas for future research.
AB - Although the study of consumer rituals is increasing, the relationship between advertising and consumer rituals has not been explored. The authors offer a framework for examining the influence of those cultural institutions, articulating the ways advertising can influence consumption during rituals, as well as the ways advertising employs ritual symbolism to create messages about products and services not designed for use during such occasions. They provide examples of ads employing symbols associated with the wedding—a sociologically and economically significant ritual in our culture. The authors argue that advertising not only influences ritual, but is often a form of secular ritual itself. They propose several areas for future research.
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U2 - 10.1080/00913367.1996.10673494
DO - 10.1080/00913367.1996.10673494
M3 - Article
AN - SCOPUS:1542738191
SN - 0091-3367
VL - 25
SP - 33
EP - 50
JO - Journal of Advertising
JF - Journal of Advertising
IS - 1
ER -