%0 Journal Article
%T The Last Supper of popculture
%A Smorawska, Aleksandra Joanna
%J Media Business Culture
%V 2017
%R 10.4467/25442554.MBK.17.023.8315
%N Issue 2 (3) 2017
%P 139-149
%K The Last Supper, printed advertisement, popculture, the sacred, shockvertising
%@ 2451-1986
%D 2017
%U https://ejournals.eu/en/journal/media-biznes-kultura/article/ostatnia-wieczerza-popkultury
%X 
	An oxymoronic relation between popular culture and the sacred is one of the strategies of shockvertising. The analysis of The Last Supper theme in printed advertisement shows how often the industry of advertising uses well-known and easily recognizable sacred symbols. Elements taken from the sacred sphere can be found in advertisements from various sectors, and also in different places, events and services. The reactions to analyzed advertisements show how strong emotions are related to shockvertising that uses sacred symbols. Research proves that it is valuable to look at the relation between popculture and the sacred not only as a way to simply shock, but also as an important voice in the debate about the present.