Abstract

This is an article about an advertising campaign that ran in the Greater Manchester area, north of England, in May and June 2007, sponsored by the Bible Society of England and Wales, and aimed at stressing the relevance of the Bible to the general public for understanding today's world. One of the Society's assumptions was that the best way to do this was by appearing not-Christian: drawing on semiotic and aesthetic registers that drew from what were understood to be "Cultural" rather than "Church"-based repertoires. The specificities of the case study are explored in some depth, but related also to the wider literatures on Christian approaches to language and secularization theory.

pdf

Additional Information

ISSN
1534-1518
Print ISSN
0003-5491
Pages
pp. 705-735
Launched on MUSE
2011-08-26
Open Access
No
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.