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Why does advertising resort to religious symbols to promote products that have no apparent connection to religion? Addressing this question requires a reflection on a significant shift in the exchange of symbolic goods, both religious and economic, and public discourses that have gained prominence. In this presentation, a vast sample of advertisements spanning a century of Italian social history is considered, which allows us in turn to identify the most frequently used religious symbols, the advertising purposes they serve, and changes in their use over time. Convergences and tensions between meaning and consensus are highlighted, which point to a shift in the use of religious symbols beyond the boundaries of their field.