Słowo Boże jako towar. O sposobach przedstawiania i reklamowania w Internecie współczesnych edycji Biblii
The Word of God as a product. On the methods of presenting and advertising contemporary editions of the Bible online

Summary/Abstract: The object of the author’s interest is the methods of presenting and advertising Polish-language editions of the Bible – treated as a commercial product on the bookselling market. The role of the sketch is documentary, it is intended to supplement the knowledge of online religious marketing. Formally diversified paratexts (stretched on the scale from a summary of the values of the publication to collage texts with scientific inserts, to separate websites dedicated to a publishing series or a given edition), apart from informative fragments, contain advertising ones, presented in the convention of an invitation encouraging the purchase of product x, its recommendation or a publishing request. The publishing descriptions combine the following discourses: informative, advertising and scientific in the area of Bible studies and partly – in particular in the illustrated Bibles – the history of art. The overview of sources – conducted from the pragmalinguistic angle – leads the author to the conclusion that persuasive marketing strategies are clearly marked there: the strategy of authentication, authority, high self-esteem (senderoriented strategies) as well as honour and benefi t (recipient-oriented strategies). As regards the publishing distinction and valuation of certain editions of the Bible, their linguistic aspect (translation principles) is secondary.

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