Hirsch writes:
I was trained as a marketer and advertiser before I came to Christ, and when I look at the power of consumerism and of the market in our lives, I have little doubt that in consumerism we are now dealing with a very significant religious phenomenon. If the role of religion is to offer a sense of identity, purpose, meaning, and community, then it can be said that consumerism fulfills all these criteria...
Much of that which goes by the name of advertising is an explicit offer of a sense of identity, meaning, purpose, and community. Most ads now appeal to one or more of these religious dimensions of life. Take, for instance, a recent car ad in my country (Australia) in which we are introduced to a fantastic community of very cool people singing along in a car and generally having a great time. Throughout the ad, nothing is mentioned about the qualities of a car, its technical ingenuity, its availability, its price; rather the advertisement is an explicit appeal to the need for people to be accepted as cool people. The selling point of the ad is an offer of community, status, and acceptance by groovy people: if the consumer would purchase this vehicle they will achieve this. Analyzed in a religious way, we could see just about all advertising in this light. Buy this and you will be changed. The astute cultural commentator Douglas Rushkoff in his PBS documentary on consumerism, The Persuaders, has noted that advertisers and marketers are now learning from religion in order to sell products. Marketers have now co-opted the language and symbolism of all the major religions in order to sell the product because they know that religion offers the ultimate object of desire and that people will do just about anything to get it. If through advertising marketers can just link their products to this great unfilled void, they will sell.
Much of that which goes by the name of advertising is an explicit offer of a sense of identity, meaning, purpose, and community. Most ads now appeal to one or more of these religious dimensions of life. Take, for instance, a recent car ad in my country (Australia) in which we are introduced to a fantastic community of very cool people singing along in a car and generally having a great time. Throughout the ad, nothing is mentioned about the qualities of a car, its technical ingenuity, its availability, its price; rather the advertisement is an explicit appeal to the need for people to be accepted as cool people. The selling point of the ad is an offer of community, status, and acceptance by groovy people: if the consumer would purchase this vehicle they will achieve this. Analyzed in a religious way, we could see just about all advertising in this light. Buy this and you will be changed. The astute cultural commentator Douglas Rushkoff in his PBS documentary on consumerism, The Persuaders, has noted that advertisers and marketers are now learning from religion in order to sell products. Marketers have now co-opted the language and symbolism of all the major religions in order to sell the product because they know that religion offers the ultimate object of desire and that people will do just about anything to get it. If through advertising marketers can just link their products to this great unfilled void, they will sell.
As I read this I couldn't help but think about the great lies of the enemy; the false promises, the distractions, the false happiness. There is only One who can deliver everything these false claims guarantee, Jesus Christ the Lord of lords.
What would happen today if we resisted the false claims of the world? What would happen today if we as men of God followed Him instead of being lead by the promises of false happiness? What would happen today if we turned the tables on the world and shared the Love and Power of God with everyone we come in contact with everyday? What would happen today if we drew a line in the sand and chose Jesus over the world?
What would happen today...?
What would happen today if we resisted the false claims of the world? What would happen today if we as men of God followed Him instead of being lead by the promises of false happiness? What would happen today if we turned the tables on the world and shared the Love and Power of God with everyone we come in contact with everyday? What would happen today if we drew a line in the sand and chose Jesus over the world?
What would happen today...?
Matthew 24:23-25 (The Message)
"If anyone tries to flag you down, calling out, 'Here's the Messiah!' or points, 'There he is!' don't fall for it. Fake Messiahs and lying preachers are going to pop up everywhere. Their impressive credentials and dazzling performances will pull the wool over the eyes of even those who ought to know better. But I've given you fair warning..
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