Abstract
This text describes the link and connection between the marketing and media area and the religious space; it concentrates on expressions, phrases, words and metaphores shared by both spheres. These areas which seem at first sight to be quite remote have many things in common.
This similarity or analogy is shown on concrete examples and explained with the help of Z. Bauman's (the famous sociologist) work in broader context.
In the final part of this text, the meaning of some expressions and words is explained and their usage in both areas described (icon, legend etc.).