When people hear the phrase ‘truth in advertising,’ it is most likely that they are not considering that it is actually ‘truth’ itself being advertised. However, when USA Today readers pick up their paper today, that image may be forever changed in their minds.

Westminster Theological Seminary, the conservative Presbyterian institute, has not only launched a Web site to provide historically accurate and biblically sound answers to the questions swirling around ‘The Da Vinci Code’ phenomenon, but now are taking to the battleground of advertising space in one of the nation’s leading daily papers to drive the curious to its Web site.

“What good is ‘truth’ if no one knows how to find it or discern it?” asked Dr. Peter Lillback, President of Westminster Theological Seminary. “We are offering a forum for those with questions to come seek out answers, weigh the evidence, and then make an informed decision for themselves.”

While advertising is not a new strategy to be employed by an organisation wanting to alert others about its products or services, it is virtually unheard of in the context of the counter-Da Vinci efforts. The seminary will also place ad buys in national Christian publications, as well as denominational magazines.

“The book and movie cast doubt on 2000 years of history! Our ad strategy is to cast ‘doubt about doubt’... and in so doing appeal to the viewer’s sense of discernment,” explained Rick Marshall, executive director of the Web site project. “We are saying, in effect, to the reader ‘surely you are not that gullible to believe everything Dan Brown says... surely you are a person who, when given the facts, is quite capable of deciding for yourself.’”

The seminary recognises that “The Da Vinci Code” has provided an unparalleled opportunity to engage the culture and hold meaningful and important discussions about Christian history; who Jesus is; and how Christian theology intersects with current events.

“I’ve said it before and will continue to say it: Dan Brown’s novel ‘The Da Vinci Code’ is a great story... it’s just lousy history,” said Dr. William Edgar, Professor of Apologetics at Westminster Theological Seminary.

“We have no problem with people being entertained and captivated by an intriguing storyline. We simply feel a responsibility to ensure that people who come away having real and serious questions have a resource available to them. And advertising seems like a natural way to let those people know the site exists, and more importantly why it exists.”

The Web site in question can be found at www.thetruthaboutdavinci.com.

BIOS, May 19, 06 | Print | Send | Comments (0) | Posted In Internet