Imagery techniques of the death of a child in funeral advertising

Abstract

The aim of the paper is to present selected imagery techniques in funeral advertising relating to the death of a child. The material was collected in the period 2023–2024 and includes 55 funeral web pages from which 428 funeral items were acquired, such as: coffins, funerary urns, clothes, mementos and grave candles. The analysis shows that the dead child is predominantly conceptualized as an angel residing in heaven. Parents of the deceased child are advertisements recipients, and advertisers reach for a coherent set of actions (the imperative, the superlative, evaluative adjectives) focused on achieving a specific marketing goal, referring simultaneously to deep emotional connections and parents’ natural desire to provide their child with all the best.