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| - The Disputation of Doctor Martin Luther on the Power and Efficacy of Indulgence-Selling and Why the Pope's Enterprise Will Fail, known as the 95 Theses, while ostensibly challenging the teachings of the Catholic Church on the nature of penance, the authority of the pope and the usefulness of indulgences, was actually a highly-successful viral marketing campaign aimed at drawing consumers away from the traditional powerhouse - the Roman Catholic Church - and towards a company jointly founded by Martin Luther and John Calvin, instead. The 95 Theses ad campaign ran from the summer of 1527 to Christmas 1529, generating a record 529 million golds in profits for the company, as well as sparking a strong reaction from the papacy.
- His actions criticized the ways of the church. Luther's action was indeed in great part a response to the selling of indulgences by Johann Tetzel, a Dominican priest, commissioned by the Archbishop of Mainz and Pope Leo X. The purpose of this fundraising campaign was to finance the renovation of St. Peter's Basilica in Rome. Even though Luther's prince, Frederick the Wise, and the prince of the neighboring territory, George, Duke of Saxony, forbade the sale in their lands, Luther's parishioners traveled to purchase them. When these people came to confession, they presented the plenary indulgence, claiming they no longer had to repent of their sins, since the document promised to forgive all their sins.
- The 95 Theses, a document written by Martin Luther in 1517, challenged the teachings of the Catholic Church on the nature of penance, the authority of the pope and the usefulness of indulgences. It sparked a theological debate that fueled the Reformation and subsequently resulted in the birth of Protestantism and the Lutheran, Reformed, and Anabaptist traditions within Christianity.
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| abstract
| - His actions criticized the ways of the church. Luther's action was indeed in great part a response to the selling of indulgences by Johann Tetzel, a Dominican priest, commissioned by the Archbishop of Mainz and Pope Leo X. The purpose of this fundraising campaign was to finance the renovation of St. Peter's Basilica in Rome. Even though Luther's prince, Frederick the Wise, and the prince of the neighboring territory, George, Duke of Saxony, forbade the sale in their lands, Luther's parishioners traveled to purchase them. When these people came to confession, they presented the plenary indulgence, claiming they no longer had to repent of their sins, since the document promised to forgive all their sins. Luther is said to have posted the 95 Theses on the door of the Castle Church in Wittenberg, Germany, on October 31, 1517. Some scholars have questioned the accuracy of this account, noting that no contemporary evidence exists for it. Others have countered that no such evidence is necessary, because this action was the customary way of advertising an event on a university campus of Luther's day. Church doors functioned very much as bulletin boards function on a twenty-first century college campus. Still others suggest the posting may well have happened sometime in November 1517. Most agree that, at the very least, Luther mailed the theses to the Archbishop of Mainz, the pope, friends and other universities on that date.
- The Disputation of Doctor Martin Luther on the Power and Efficacy of Indulgence-Selling and Why the Pope's Enterprise Will Fail, known as the 95 Theses, while ostensibly challenging the teachings of the Catholic Church on the nature of penance, the authority of the pope and the usefulness of indulgences, was actually a highly-successful viral marketing campaign aimed at drawing consumers away from the traditional powerhouse - the Roman Catholic Church - and towards a company jointly founded by Martin Luther and John Calvin, instead. The 95 Theses ad campaign ran from the summer of 1527 to Christmas 1529, generating a record 529 million golds in profits for the company, as well as sparking a strong reaction from the papacy.
- The 95 Theses, a document written by Martin Luther in 1517, challenged the teachings of the Catholic Church on the nature of penance, the authority of the pope and the usefulness of indulgences. It sparked a theological debate that fueled the Reformation and subsequently resulted in the birth of Protestantism and the Lutheran, Reformed, and Anabaptist traditions within Christianity. Luther's action was in great part a response to the selling of indulgences by Johann Tetzel, a Dominican priest, commissioned by the Archbishop of Mainz and Pope Leo X. The purpose of this fundraising campaign was to finance the building of St. Peter's Basilica in Rome. Even though Luther's prince, Frederick the Wise, and the prince of the neighboring territory, George, Duke of Saxony, forbade the sale in their lands, Luther's parishioners traveled to purchase them. When these people came to confession, they presented the plenary indulgence, claiming they no longer had to repent of their sins, since the document promised to forgive all their sins. Luther is said to have posted the 95 Theses on the door of the Castle Church in Wittenberg, Germany, on October 31, 1517. Church doors functioned very much as bulletin boards function on a twenty-first century college campus. The 95 Theses were quickly translated into German, widely copied and printed. Within two weeks they had spread throughout Germany, and within two months throughout Europe. This was one of the first events in history that was profoundly affected by the printing press, which made the distribution of documents and ideas easier and more wide-spread.
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