"Mission" and advertising - a bisociation. In recent year in the German Churches the term "mission" has been rediscovered and is widely debated again. After an introductory distinction between a sectorial, a dimensional and a fundamental meaning of the term, the article suggests testing what insight may be gained if "mission" is taken to be simply a special way of advertising and a form of public promotion, as found in profit and non-profit organisations. In this case goals must clearly be defined, the promotion of an image and of products must be distinguished, effectivity controlled and costs and benefits compared. "Mission" as a form of religious communication is ethically as ambivalent as advertising. The author therefore suggests that churches clearly define standards of their Christian "mission" activities.

Enthalten in:
Theologische Literaturzeitung; 2009/12 Monatsschrift für das gesamte Gebiet der Theologie und Religionswissenschaft (2009)

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Serie / Reihe: Theologische Literaturzeitung

Personen: Hauschildt, Eberhard

Schlagwörter: Mission Werbung