A Way of Life

Advertising – Journal #1

When I was in Middle School in the 70s, we all had to choose a bumper sticker to explain a philosophy of life. I chose “Eat Beans, the More You Eat, the More You Toot, the More You Toot, the Better You Feel, so eat Beans.” In the mind of an early adolescent, I figured it sent a sensible, albeit crude and silly, message. All in a few short words, I communicated far more than an endorsement of beans.

After reading A Matrix of Meanings, I can see now that my form of advertising wasn’t much different than the direction of advertising today. The product is only part of the picture; the communication of a way of life is far more important to determine the viability of the product. It is the intersection of advertisement in the 21^st century and religion that we, followers of Jesus Christ, can begin to communicate with our culture. The viability of our “product,” the relationship of God, Jesus and Holy Spirit with us, becomes meaningful when we appeal to the way of life that it offers, not simply the self-identified product.

Seeking to use the various “commandments” of advertising, we know that each one of them appeal to the deepest needs of our present culture: be real and authentic; self-improvement applies to all aspects of an embodied life; listen to the dialogue around us; we are diverse yet inclusive; connection and purpose are valuable assets to a meaningful life. Does not the message of the good news of the gospel address each one of these deep needs?

I can agree with all of that.

Where I struggle is in the last part of the chapter. It’s the third option offered “to expand our view of the nature of religion itself, broadening the uniqueness of the Christian faith…passed beyond tolerance of other religions to a positive appreciation of the religious traditions they contain.” My heart leaps when I think about the growing appreciation that realizes all truth is God’s truth (does anyone know who actually is credited with saying this? I can’t find it). But where I grapple is the reality that somehow I still need to communicate that Jesus Christ provides the avenue by which to understand God in entirety. Was it Justin Martyr, or another patristic father, who said truth is like a broken mirror of whom only Jesus reflects the complete picture? How do I communicate that in a way of life that looks different than a life that follows after Buddha’s teachings? That’s my struggle.

One more thought – I wonder if writing my thoughts for an entire class on a blog counts as part of pop culture. I wrestle with sharing my thoughts for an entire group. When I write to an audience of one, I try to think of how that one person will hear and receive my thoughts. However, with a whole group reading, I have to be comfortable in my own skin to speak honestly and authentically, no matter what the audience may think. Is this part of the post-modern world in which I also need to adjust?