Appealing to the imagination: Effective and ethical marketing of religion

This paper defines and develops the concept of 'appealing to the imagination,' a type of marketing communication designed to engage the imagination of the target audience, which presents aesthetic, poetic, and truthful characteristics. The paper proposes 'appealing to the imagination' as an effective and ethical technique for marketing religion, arguing that appeals to the imagination persuade audiences effectively and communicate religious claims with authenticity and tolerance. The case of the Focolare, a rapidly growing religious movement that uses appeals to the imagination extensively and successfully, illustrates these propositions. (C) 2013 Published by Elsevier Inc.