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Monday, December 22 2014 @ 10:31 AM EST
   

“Extra! Extra! Read All About It” by Mike King

The above words can be heard on the street corners of most major cities as newsboys strive to sell just one more paper. Advertising is critical to American business today. Remember the “walking billboards” on the streets of Manhattan, where people carried signs on front and back announcing a product or play on Broadway? Our Lord said that we are walking billboards in that we are to “Let your [our] light so shine before men, that they may see your good works, and glorify your Father which is in heaven” (Mt. 5:16).


John A Redhead, Jr., in an article “Advertising Christ,” suggests that there are four requisites for good advertising. Notice how it applies to the Christian:
1. It is obvious that it must be seen to be effective. Advertisers today use large letters, lighted signs, extending high into the sky and on buildings. The more it moves and the brighter the color, the more effective it is. We must not “hide our light” and diminish our effectiveness. We can do so by denying in deed the truth that which we profess to believe. We can also fail to appear as Christian as we are. Our Lord taught that men do not light a candle and put it under a basket! Christ is to be seen in us.
2. Good advertisement must be read. Someone sent me a collection of the old Burma Shave quotes that used to appear along the highways in the 40’s and 50’s. They were seen, read, and remembered. It must be made attractive enough that people will want to “read our lives” further. We must be busy about “The fine art of making goodness attractive.” We are epistles “known and read of all men” (II Cor. 3:2). When people observe us, is there enough interest developed for them to read further?
3. That which is advertised must be of such genuineness it can be believed. Do we leave similar impressions similar to the stigma of the used car salesman? Dishonesty in advertising is usually suicidal as it is in Christian living! There is a correlation between creed and conduct. Our Lord epitomized truth! “The Word was made flesh, and dwelt among us, and we beheld his glory…full of…truth” (Jn. 1:14).
4. It must not only be seen, read, and believed, but it must get action. It is worth-less until it gets action. The Word of Christ dwelling in us richly is God’s draw upon mankind to come to Him (Col. 3:16; Jn. 12:32). Extra! Extra! Read all about it!

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