"Jesus is not a brand"

By Jeff Trexler on January 3, 2009 2:42 AM | | Permalink | Comments (3) | TrackBacks (0)

jesus jewelry, originally uploaded by MC slipon shoe.

That's the cover story of this week's Christianity Today. The article itself is a trenchant counterblast to the marketing of faith--and an instructive example of the culture clash that can result from remaking a social mission as a product to be sold.

Marketing has problems if it makes the consumer pant for the dead opposite of what you are trying to sell. . . .

The difficulty with the pro-marketing arguments, however, is the failure to recognize that marketing is not a values-neutral language. Marketing unavoidably changes the message--as all media do. Why? Because marketing is the particular vernacular of a consumerist society in which everything has a price tag. To market something is therefore to effectively make it into a branded product to be consumed.

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3 Comments

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