From Vulnerable to Venerable

Abstract

"The Anglican Church of Canada publishes a monthly newspaper called The Anglican Journal. Like many ministries today, it is always looking for ways to increase revenue. Accordingly, the Journal decided some years ago to solicit and accept commercial advertizing, beyond, that is, the usual small advertisements for religious goods, packaged holidays, and organ repairs. The first evidence of this new policy appeared in the form of a full page advertisement for — if I recall correctly — the Hudson’s Bay Company. There, spread across the entire back page of the paper, was an advertisement not for a new spring line of clothes, household furnishings, or children’s toys; but for "Seniors’ Day" at The Bay: 15% off for anyone over 65. The message was clear, if unintended. First, "church" equals "old people." Second, "old people" have less money, so we have to treat them differently. Undoubtedly, both messages were — and still are — to a certain extent depressingly true. But both messages also carried with them more implications than the advertisers could have intended"