http://getraptureready.com/I may regret this post, but have just started reading this book. Labels can be cumbersome, but the author refers to the Christians he profiles as "evangelicals", and not quite as narrowly as "fundamentalists" are defined.
He uses the criteria established by
http://www.barna.org/ ("the nation's premier evangelical polling firm"), which adds seven additional markers to the base group "Born Agains" to arrive at a determination of "evangelical". The author notes that Barna's group of "evangelicals" would be considered by many "non-Christians" (of which he is one) as "fundamentalists". I tend to agree with him on that point (I would too). I don't know if liberal Christians consider themselves "evangelicals". I do not.
Evangelism is a different topic, which is not not pursued in this OP. For the purpose of the book, evangelicals are those who believe it is their DUTY to be "in your face". And, this is how they go about it: pop culture/merchandising. It was my laugh out loud moment at the following excerpt which prompted this post.
I was more interested in the first-time exhibitors' booths. These are the people who have dreamed up some gewgaw--or had it given to them by God, as they often say--and are convinced that it's the blessed tchotchke the world has been waiting for. Sometimes, they're right. In 2004, a gray-haired couple from rural South Dakota introduced His Essence: candles that smell like Jesus (from Psalm 45: "All your robes are fragrant with myrrh and aloes and cassia"). Since then they have sold more than fifty thousand. Products aspiring to such success in 2006 included Virtuous Woman perfume and My Loving Jesus Doll, a sixteen-inch plush savior designed to comfort the lonely. "We targeted them to children," the maker told me, "but we also found senors are buying them." Sometimes, God will give two people the same idea, just to watch them fight it out. BirthVerse, a line of birthday cards with a different Bible passage for each day of the year, was going head-to-head with Happy Verse Day.
At one table I met a neurosurgeon who had been inspired to create a line of products featuring a character called Smiling Cross. This was, as it sounds, an anthropomorphic cross with its horizontal beam bent up into a cheery smile. Apparently the traditional symbol of Christ's agonizing death by torture was just too depressing. For the first time, I had the experience of seeing devout Christians embrace something that I, as a non-Christian, found sacrilegious. It wouldn't be the last."Jesus junk"
http://www.getraptureready.com/appendix/chapter-one/jesus-junk.php