Author(s)

Shizhuo Zhang ¹

Affiliation(s)

¹ School of Journalism and Communication, Xiamen University, Xiamen, 361005, Fujian, China

Corresponding Author

Shizhuo Zhang

ABSTRACT

Amidst the prevailing "Temple craze" among young people, numerous brands are engaging in "Buddhist-style" marketing. However, given that religion is a sensitive area, such marketing campaigns entail numerous risks. From the perspective of advertising practitioners, this article employs literature research and case study methods to explore the legal boundaries of "Buddhist-style" marketing within the existing legal framework. By analyzing both positive and negative examples, this article clarifies compliant and non-compliant aspects of "Buddhist-style" marketing, arguing that it must adhere to legal bottom lines, emphasize creative expression, downplay religious elements, follow a humanistic approach, and respect and protect consumer rights. It aims to guide the industry in grasping the appropriate marketing scope, ensuring the legality and compliance of marketing activities, and promoting the healthy development of the temple economy. Simultaneously, it seeks to alleviate young people's anxieties through positive marketing and to guide their values in a correct direction.

KEYWORDS

"Temple Craze"; Commercialization of Religion; "Buddhist-Style" Marketing; Advertising Regulations

CITE THIS PAPER

Shizhuo Zhang, How to Effectively Implement "Buddhist-Style" Marketing under the Backdrop of the "Temple Craze". Journal of Sociology and Ethnology (2025) Vol. 7: 154-160. DOI: http://dx.doi.org/10.23977/jsoce.2025.070321.

REFERENCES

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