Marketing, religione e Famiglia Cristiana

The article explores some of the forms that the marketing-religion re-
lationship has taken over the past twenty years by analyzing a wide sample of
advertisements published in Catholic magazine Famiglia Cristiana, one of Italy’s
largest-circulating weekly. The study employs content analysis to categorize
the sampled advertisements based on the ways in which the religious and the
commercial mix together, sometimes in harmony and sometimes in tension,
throughout the recent history of this popular magazine. The findings reveal a
variety of interaction dynamics between marketing and religion, ranging from
mutually beneficial relationships (e.g. ads for sacred texts and religious mer-
chandise) to peaceful coexistence (e.g. ads for pilgrimages and commercial
advertisements respectfully using religious references) to open conflict (e.g.
ads containing sexual references or underscoring luxury and hedonist mo-
tives), and their patterns of occurrence over time.