Church sells 'the God thing' via television

AND NOW for a commercial break. Cut to blank screen, cue soft music, pause and voice-over: 'This short pause for breath, in a fast-moving materialistic world, has been brought to you by the Church of England.' Fade to words: 'The Church of England. This Sunday.'

Next week, part of the Church joins the likes of Nescafe, Rover cars and Nintendo in advertising its wares through television.

The diocese of Lichfield has commissioned three 20-second ads to be broadcast 10 times in a week in the Central West television area. The ads, created by Cogent, a London-based agency, cost around pounds 10,000 - slightly less than the average annual salary of a curate.

'It's not about getting bums on seats,' said the Rev Robert Ellis, the diocesan communications officer. 'Our aim is to keep God on the agenda. It's a God thing, not a Church of England thing.'

Two of the commercials carry the 'pause for breath' message, one with a voice-over, the other without. The third is a series of 30 still photos, illustrating such sentiments as 'the beauty of creation, pain, love, laughter, stupidity and joy', flashed up at an accelerating pace.

One problem the diocese faced was the strict rules laid down by the Independent Television Commission. 'You cannot make an unsubstantiated claim and, in the eyes of the ITC, God falls into that category,' said Mr Ellis.

Lichfield is at the forefront of a modern approach to worship. It was the first to broadcast an

advertisement on radio, at Easter 1991, and last month banned the use of 'mumbo jumbo' words such as matins. Gothic lettering on church notice-boards and the listing of academic credentials

after vicars' names were also deemed religiously incorrect.

Reaction from the advertising industry is mixed. Winston Fletcher, chairman of Delaney Fletcher Slaymaker Delaney, thought Lichfield's broadcasts must qualify as the cheapest television campaign ever. 'I would have expected the advertisements to be more inspirational,' he said. 'The theme is about peace and quiet which you can achieve if you just go fishing.'

A spokeswoman for the Archbishop of Canterbury, Dr George Carey, said: 'He believes it is right to use modern technology to spread the good news, but will not be monitoring the use of this medium uncritically.'

Dr Jim McDonnell, director of the Catholic Communication Centre, commented: 'Viewers are sceptical about advertisers - they take the view that companies are trying to take them in. The Church of England is putting itself in that category.'

Mr Ellis remains committed: 'For the church to ignore advertising would be like St Paul shunning the boat he used to spread the gospel around the Mediterranean.'