Religious Advertising as an Evolutionary Form of Canonical Text Retelling

Abstract

Religious advertising is a new phenomenon within the Ukrainian media sphere. It is successfully developing within the framework of modern media technologies. The expansion of the semantic field of religious concepts, the citation of sacred texts, the synchronization of the visual-figurative series, the synchronization of the substitute characteristics of God were revealed in Ukrainian religious advertising. In traditional approaches, the substitutional function is realized mainly by anthropic visualizations and appeal to the Sacred text. Another substitutional type can be observed when the emphasis is on the verbalized story, rather than on the visual component. Characteristics of God's linguistic personality, behavioural models of God, status-role structure of interaction with God are modern substitutes of God. As a rule, the substitution is represented as a complex of the sensor experience verbalizators of the concept ‘OWN’. This type of substitution causes the comfortable feelings of high selfesteem, relaxation, security, care, associated with God as the subjective source of these states. As a result, a renewal of the subjective perceptual model of communication with God is achieved. The social perception of God, through the objectification of His virtual presence in informal interpersonal interaction, including sexual, domestic, cognitive, etc., is also enriched. On account of this, the level of tolerance in society to various manifestations of deviations from traditional normative ideas (religious, ethnocultural, gender, etc.) is growing.