The cult of the god Gad in ancient Israel is at first glance obscure. As a god identified with good fortune (the word gad means “fortune, happiness”), the divine name is attested sporadically in the Bible as well as in personal names and inscriptions from the larger Syro-Palestinian region. The laconic quality of personal names provides few hints about his character and identity, while the single literary text in which the divine name occurs is highly polemical and of limited use (Isa 65:11). Further complicating matters is that not only was there a god in the southern Levant known as Gad, but the noun gad was also commonly used in personal names in its appellative sense to identify a particular god as a source of good fortune. During the first millennium it seems a variety of gods could be described as a source of gad, as reflected in the personal names gdmlqrt (“Melqart is fortune”), gdʿštrt (“Astarte is fortune”), gdnbw (“Nabu is fortune”), gdyhw (“Yahu is my fortune”), gdyʾl (“El is my fortune”), mlkmgd (“Milkom is fortune”), ṣlmgd (“Ṣlm is fortune”). Eventually the name gad was generalized and came to be used as a title for patron deities of cities, tribes, and localities in the Graeco-Roman Near East (Höfner 1965: 438-39; Lipiński 1995: 62-64; Kaizer 1997; Ribichini 1999: 340).
The discovery of two late Iron Age seals from Jerusalem has been announced, and though we await more detailed discussion of the seals in an official scholarly publication, Christopher Rollston has provided a valuable provisional analysis clarifying aspects of the reading of the inscriptions and their script, language, and date based on examination of the available photos, as well as a discussion on the use of seals more generally in the ancient Near East and the exceptional nature of a woman owning a seal.
For myself, what is most interesting is the content of the various names found on the seals. I have elsewhere discussed the significance of personal names as a window into the family and national religion of the peoples of the southern Levant (cf. Albertz 2012, Burnett 2009). As many names contain both a theophoric element (YHW, El, Baal, Kemosh, Milcom, Qos) and a predicative statement articulating some belief about the named deity, they tell us something about how these individual deities were conceptualized at both a familial and societal level.
I have put up a draft of my study on plaster wall inscription 4.2 from Kuntillet ‘Ajrud, which offers a revised transcription, translation, and commentary. If you are less interested in epigraphic analysis, then you are welcome to skip to the commentary further below. There I present the argument that in the context of Israel-Judah the name Baal referred to El, the head of the Israelite pantheon.
According to the biblical narrative, the worship of Baal (meaning “Lord”) was the primary threat to the exclusive worship of YHWH during Israel’s life in the land of Canaan. From their first contact with Canaanite peoples, the Israelites are portrayed as irresistibly drawn to this polytheistic and iconolatrous cult. At Peor in the Transjordan they intermix with the local inhabitants and begin to worship the Baal of Peor. Hosea describes their change in cultic loyalties as almost instantaneous, “But they came to Baal of Peor and consecrated themselves to a thing of shame” (Hos 9:10). Similarly, soon after having settled in the promised land, a new generation arises after the generation of the conquest had passed on, and they, the Dtr author alleges, “did what was evil in the sight of YHWH and worshiped the Baals; they abandoned YHWH, the god of their ancestors, who had brought them out of the land of Egypt; they followed other gods, from among the gods of the peoples who were all around them, and bowed down to them” (Jdgs 2:12).