In the works This is my body and This is my blood by the SozArt artist Alexander Kosolapov, the standardised representation of Christ becomes a brand and the Eucharist an advertising message by Coca-Cola and McDonalds. One of the fundamental questions in capitalism relates to what unites consumers – Kosolapov's works gives one answer to it: religion. Both works are an ironic commentary on consumer culture, where products become fetishes and advertising becomes the Bible. Kosolapov combines Christian elements with the graphic language of commercial advertising and in this way draws attention to the parallels between the communication of religion and advertising strategies.
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