Abstract The use of religious symbolism in advertising is increasingly ubiquitous, and has extended beyond the promotion of religiously-associated products to products in general. However, limited attention has been given by the scholars to the use of such symbols for promotional purposes, and rarely in a cross-cultural context. In this article, the authors examine the attitudes of Christian and Muslim consumers in Egypt and the United States toward religious symbolism in advertisements. The results indicate that a consumer’s religion, country, and level of religious commitment, as well as an ad’s level of symbolism explicitness directly influence attitudes toward religious symbols in advertising. However, some of the relationships between religious affiliation and attitudes toward these types of ads is moderated by country, and Christians and Muslims differ in the extent to which their cultural context and minority religious status influences their attitudes toward ads containing religious symbols.

中文翻译：

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充分利用信念：消费者对广告中使用宗教符号的反应的跨文化研究

摘要在广告中使用宗教象征主义已越来越普遍，并且已从推广与宗教有关的产品扩展到了一般的产品。然而，学者们很少将这种符号用于促销目的，很少在跨文化背景下使用。在本文中，作者研究了埃及和美国的基督教和穆斯林消费者对广告中宗教象征主义的态度。结果表明，消费者的宗教信仰，国家/地区和宗教承诺的程度以及广告的象征主义明确程度直接影响广告中对宗教象征的态度。但是，宗教归属与对这类广告的态度之间的某些关系由国家/地区来调节，