Television Commercial Content: Religion versus Science and Professional Expertise

Abstract

This paper describes a content analysis in which 902 television commercials were coded for religious symbolism, science and professional expertise. Evidence obtained from this exploratory study is neither definitive nor exhaustive, but it is suggestive and provocative. Data show that religious symbolism is rarely found in television ads, and commercials using science or professional expertise constituted only nine percent of the sample. Apparently, television advertisers do not view appeals to religion or science as especially helpful for selling products.