Death and advertising
Keywords:symbolic communication, death, violence, advertising, instrumentalization of death, everyday spirituality, religiosity, existential languages, advertising languages
The new context of culture built on communication opens us to a horizon in which advertising instrumentalizes existential concepts for specific purposes of commercial communication. Contemporary human beings build an alternative to traditional religious experiences, which they put under the sign of what we can identify as an everyday spirituality. In this context, reflective attitudes related to the way of being in the world lead to reflections related to death. It is a context of social construction and personal becoming in which the instrumentalization in the advertising languages of the representations of death integrates very well in the waiting horizon of the consumers. We have revealed in this text how the representation of death in advertising discourse takes place along the lines of the relationship of death with violence and along the lines of integrating death in search of meaning and the desire to be together. Advertising integrates the existential concerns of human being and uses death for marketing and commercial persuasion purposes in order to capture the consumers' attention and guide their behavior.