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Abstract The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.
Žitkienė et al. (Sat,) studied this question.