Christmas in the Media: an Allegorical Battle of Right and Wrong

In common with other predominantly Christian countries, in the UK and Australia the most important religious festival, Christmas, is also the dominant consumption ritual (Belk 1990, Belk, Wallendorf and Sherry 1989; Holbrook and Hirshman 1982)). Many researchers have examined consumer consumption from the perspective of advertising and its role in shaping this ritual behavior (Otnes and Scott 1998 Hummon 1988; McCracken 1990; Sherry 1987). In this paper we use allegorical analysis to extend this research to consider the role of editorial content in shaping consumer perceptions of these rituals, in doing so we identify some potential conflicts of interest


Lynne Freeman and Susan Bell (2011) ,"Christmas in the Media: an Allegorical Battle of Right and Wrong", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 107-108.


Lynne Freeman, University of Technology, Sydney. Australia
Susan Bell, Susan Bell Research


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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