Advertisers flood our minds with their exhortations on their products or service. They use all manners of media – print, TV, radio, billboards – to push their message. And their message is seen by a huge audience, most of whom have no interest in what they are saying. Advertisers don't care; they categorize us into groups and tailor their message for each target; teenagers, over 50s, home owners, car users, etc. A myriad of individuals where a 1% 'conversion' is considered a success.
Every advert has the same elements: a clear message, relevant content for different audiences, endorsements, and a tagline. Each ad is also repeated in varied formats and times.
The message may promote a brand e.g. M&S, or sell offers such as 'buy one get one free (BOGOF)' or raise awareness of their many branded products e.g. skin care, shampoo. Even charities indulge in 'selling' to us with free pens, concerts, discounts. Everything always means 'Buy Me'.
To attract our attention the adverts’ content has to outline the benefits of using the product: cleaner hair, smoother skin, secure lifestyle in old age, fashionable clothing, etc. Content is adjusted for each of the 'targets'. Few main stream adverts do not have a celebrity endorsement; "if its good enough for her then its for me!" Often we have no idea who this 'famous' person is which means that such endorsement is pointless.
Of course there's no point giving you this information about their fabulous products without a 'call to action'; tactics such as 'offer ends ...', 'call now ..', 'visit our website', etc. Most of the times 99.99% of us say "no thanks!"
No advert is complete without a tagline; the 'meme'** that captures the essence of the message; the seed that is remembered for longer, e.g. "because you're worth it", "its an M&S ....", “you know it makes sense”.
Adverts are then constantly repeated sometimes in a slightly different format. Repetition is based on the principle that if you don't want it now you have that seed planted to guide your choice when you do want such a product.
These key elements of advertising: clear message, benefits, endorsement, repetition, and tagline are not the creation of the media industry. They are as old as mankind when we started to write things down for the benefit of others.
Mathew, Mark, Luke, John, and Paul use exactly the same approach to spread their version of Jesus's message: Mathew promotes Hebraicism (the character, spirit, principles, or customs of the Hebrew people), Mark focuses on the miracles, Luke on the mercy of God even to ‘heathens’, and Paul wants discipline within an organized religion.
In the Gospel of Thomas we have 114 logia that record Jesus's teachings without elaboration and side-stories. And its no surprise to find that the key elements used today are all here:
Jesus is talking directly to you but are you listening? He recognized that we can be complacent #64, #38,#92 or 'asleep' #59 and need to reawaken; ‘to shake off our wine’ #28.
How can we do this?
One way to reconnect with Jesus is to read 'Thomas' frequently; a few logia at a time then dwell on his words, reflect on their meaning in your life, and record your understanding. It may also be useful to buy a special notebook and faithfully copy out the logia; its harder than you think!
These words are precious. They will change your world over time; each reading will provide a new insight; a new seed; and new way of living.
Jesus's assertion: "Become Yourself "
Yes, I'm repeating myself; the message is so simple, but exceptionally hard to achieve.
So when you see or hear another advert, think “have I read ‘Thomas’ lately?”
** meme: an idea, behaviour or style that spreads from person to person within a culture