As we continue our study of the definition and formation of the “Holy Nation,” the nation within the nations that God’s people are called to be, we have been addressing the economy of this nation.
We are beginning to see a kingdom economy emerge which is so distinct and separate from the world’s that when the order is given that no one can buy, sell, or trade except they take the mark of the beast (see Revelation 13:17), then Christians will not even care if they can buy, sell, or trade with the world—they will have their own economy. That may sound grandiose or complicated, but it will be grand and a demonstration of how things are done differently in the kingdom of God, it will not be complicated, but to the contrary, it will be very simple.
The kingdom economy will become a practical system of interchange built on kingdom principles and is a part of the highway of Isaiah 40 that must be built to prepare the way for the Lord. As we have been addressing the last few weeks, this economy is founded on love, which is at the root of all kingdom economic interchange. The most basic principles of this economy is I Corinthians 13.
We have covered how “love never fails” (see I Corinthians 13:8), so the business of this economy cannot fail. We have briefly looked at how the definition of love given in this chapter defines the principles of this economy. Business here must be done with patience and kindness, and is not jealous. The next definition we are given is that love “does not brag” (see I Corinthians 13:4). How would that affect an economy? The first thing I can think of would be its advertising.
What would advertising look like that was not based on bragging? I remember when I was passing through an airport in Europe many years ago, I saw a large billboard for a bank that said simply, “We are a good bank.” This seemed to be such a striking understatement that I had to stop and look at it. Even though in America banks and financial institutions have trended toward being more conservative in their promotions, I knew that if this billboard had been in America it would probably have said something like it was the greatest bank in the world, and probably the universe, and how all of the truly smart people did their business there. At that time, the advertising in Europe was so conservative that it was a marvel to watch. America had already become so conditioned to hype that the hype was going to greater and greater extremes trying to get people’s attention. Now much of Europe has begun to copy American advertising, though it is still far from some of the extremes we have. But what would kingdom advertising be like?
Advertising is not wrong. People need to know if a product or service is available, but why can’t we advertise by simply listing the features and merits without the exaggeration and hype? Instead of using our creativity to catch people’s attention with hype, what if we used art in an ad which was so compelling that people would have to watch or read it? I’m not just talking about using beautiful pictures or colors, but using art to portray a certain dignity and nobility that every product of the kingdom should have.
Advertising does have other purposes. If you do not define yourself or your product, then the world will do it, and it will likely not be accurate or flattering. Branding can be very important, and if it is not done with clear definition, and even boldness, the world will do it. Even so, there are kingdom values that we must never compromise if we are going to be a part of the kingdom economy. We will see this kingdom advertising emerge, and it will be a definite breath of fresh air in the advertising industry that will stand out more and more for its grace and dignity. It will be of a different spirit.
