Abstract: The Areopagus speech is commonly seen as a model of missionary contextualization, an exemplary translation of the gospel into the language and concepts of Paul’s Athenian audience. This article evaluates this line of interpretation using the hermeneutical concept of “framing” that is at the heart of contemporary linguistics, narratology, translation theory, and evangelical contextualization models. Looking especially at the work of Colin Chapman and Kevin Higgins, two influential missiologists, and considering seven key exegetical cruxes, it shows that their type of interpretation fails to read the speech contextually because it is not attentive to the way Paul and Luke frame the text.