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Title: Alive and active : marketing and the word of God "for you"
Author: Hill, Emily Beth
ISNI:       0000 0004 7961 2551
Awarding Body: University of Aberdeen
Current Institution: University of Aberdeen
Date of Award: 2019
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This thesis provides a theology of marketing that addresses two main questions. First, even though church marketing seems to work, should the church use it? Second, considering the American church's indistinguishability from culture in relation to consumption in our marketing driven world, how should Christians relate to material goods? The questions are addressed by bringing an analysis of concrete marketing practices into conversation with Martin Luther's theology of the Word, and more specifically, his pro me theology. The comparison between the promeity of marketing and the Word of God serves to focus the attention and action of the church, and reveals that only the promise of the gospel can liberate human beings in a consumer society. The thesis proceeds by providing a brief history of the American Dream in order to describe the context in which marketing operates. Next a detailed review of current marketing techniques is introduced, followed by a systematic presentation of Martin Luther's pro me theology. Finally, bringing the two into conversation reveals that though marketing and the Word of God "for you" have formal pro me similarities, materially they are quite different: marketing is a word of the law that leads to slavery. God's unconditional promise in the gospel is the only word that liberates human beings from this law and creates an identity in Christ, pro aliis, that reorients life in the world, including the goods one buys and possesses.
Supervisor: Brock, Brian Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Church marketing ; Word of God (Christian theology) ; Material culture ; Materialism