Spiritual advertising?

Today's BBC Heaven and Earth show had a fascinating piece on the increasing use of spirituality/religion to market products...

A new trend is sweeping through the world of advertising using religious and spiritual references to sell products. Mark Lawson asks why it is that spiritual branding succeeds with consumers in this age that many see as increasingly secular.

There were of course mixed voices but one of the most interesting was Steve Dixon, head of 'Propaganda advertising'... He, when asked why his company were using spiritual imagery/content said that their research showed that people are more aware of a sense of spirituality divorced from religion "Religion does not own spirit",  that Religion had lost touch with the spirituality of the people and that the search for a new morality/ethic and a holistic spirituality has stepped in where Religion has failed to connect with the vast majority of the population "People today have more belief in products [to provide spiritual fulfilment] than they do with organised Religion" asked how this spiritual upsurge was happening when Religions are failing to engage with the population he said, "Religion has to rethink it's language and the way it communicates with people"... asked how long he though this 'trend' would last he replied "if it is real, for ever, if it is just a trend then I expect it to last ten years"

... I guess it doesn't matter how much we argue about this in Religious circles... if the advertising agencies have leapt on spirituality because it connects with people and sells products then we have to take notice!  They don't kid themselves something is happening when it isn't... they can't afford to... in reality we can't either!

Technorati Tags: Culture: Spirituality: Television

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