ИСТИНА

The theme of the conference is related to the impact of product marketing, which is visible in everyday life and a wide range of traditions and festivities, which have lately become highly commercialized. We have all experienced the pre-Christmas gift buying madness and have visited souvenir counters at major historical sites and cultural venues in different countries, each promoting their “brands”. In marketing terms, the values of traditional culture are considered “products” to be branded, marketed and sold. Historically, annual church markets, fairs and pilgrimages had provided opportunities to buy, sell, and trade durable goods in addition to food and drink required by pilgrims and merchants. Amidst them, items, such as religious symbols, protective objects, and healing substances were available similar to modern souvenir shops. The means for advertising such objects for sale were, at that time, limited. Today, advertising and marketing campaigns appear everywhere. Many people protest against what they perceive as excessive commercialization of their favourite secular or religious festivals. However, marketing practices attract larger crowds and help to preserve and popularize traditions that might otherwise be lost. Commercialization has made the sale of traditional crafts financially viable, preserving them for future generations. Thus, craftspeople can continue practicing their traditional arts and crafts. Not only have the traditional artisans benefited, but religious institutions have witnessed an increase in income, which is needed to maintain the facilities visited by the growing numbers of visitors. New forms of commercialization of rituals with the developing practices of creating new festivals and making them local tourist brands can be seen in many geographical areas.