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from Cossondra I have seen some television commercials so many times that I can recite them. One of these, for Life Cereal, premiered in 1971. It began, "What's this stuff?" Can you finish it? Another, from the year before, was for candy: "Mr. Owl, how many licks does it take to get to the center of a Tootsie Roll Tootsie pop?" You know the answer. Something Americans have a love/hate relationship with is television commercials. We tolerate them in order to watch programming, a bargain we have made with broadcasters through the years. They show advertisements urging us to purchase products, vote for someone, or donate to a cause. But it isn't that simple. Much research goes into making and airing these commercials. Marketing companies determine the population most likely to be persuaded by the ads and even when they can be most effective. Advertisers have one purpose: to convey their message to people who will act on it. They even try sneaking some things past us. Hour-long television shows in 1961 had about 11 minutes of commercials. In 2018, that had grown to 18 and a half minutes. So, we get less show and more ads. In the 1980s, some televisions offered a feature that kept the television's volume steady. Why? Because commercials were louder than the programs they interrupted! Advertisers genuinely want to capture your attention in any way they can. One of the niches to come from television advertising is that of Super Bowl commercials. Prices of commercials are exorbitant, and a-list businesses purchase airtime to show exquisitely produced commercials, many of which become part of pop culture history. Arguably, the first of these was a 1984 Apple Computer commercial. You may remember it -- it was a dystopian-looking setting where a hammer-thrower broke Big Brother, promising that Macintosh Computer would transform the future. It was directed by Ridley Scott, the producer of Aliens and Blade Runner. Not only did they change the world of technology, but they also changed Super Bowl commercials. During this past Super Bowl, a 30-second commercial sold for $6.5 million. One of my favorites was also from 1984, the Wendy's commercial with the tag, "Where's the beef?" And from 2011, a little boy in a Darth Vader costume used the Force on his dad's Volkswagen. My favorite Super Bowl commercial makes me cry every time I watch it. It's Budweiser's 9/11 Tribute that aired in 2011. So, loved or hated, in whatever form or for whatever price, commercials are part of our culture. And advertisers understand their audiences. The Apostle Paul also knew his audiences. He tailored his teachings to the people who would hear them, whether in person or in a letter. In Athens, he recognized that many of his audience were philosophers who worshiped numerous gods, so he tailored his speech to include one of them, "the Unknown god" (Acts 17). Indeed, he captured their attention, and some of them accepted Christ. In Paul's first letter to the Corinthians, he encouraged his listeners to be aware of their own audiences, instructing them to be careful around new Christians who had yet to realize their freedom completely (8). Paul suggested that if they appeared too liberal, the younger in the faith might be alarmed, distrustful, and eventually disbelieve. 20 To the Jews I became like a Jew, to win the Jews. To those under the law I became like one under the law (though I myself am not under the law), so as to win those under the law. 21 To those not having the law I became like one not having the law (though I am not free from God's law but am under Christ's law), so as to win those not having the law. 22 To the weak I became weak, to win the weak. I have become all things to all people so that by all possible means I might save some. 1 Corinthians 9
Paul promoted a magnificent gift, already purchased for every listener. Better than Life Cereal that really tastes good or a Tootsie Pop that lasts forever. Much less expensive than a Super Bowl commercial, and the director and producer are top-tier. It's a message we should know by heart, being able to recount effectively to different audiences. If we are to communicate the love of God and the sacrifice of Jesus to the lost and hurting, we need to know our audience. Speaking to someone who has never desired a relationship with God may call for an approach that includes fundamentals of the faith. On the other hand, ministering to a former churchgoer who left because of a damaged soul may require discussions of love and forgiveness, both given and received. Finally, some conversations may need to take place in installments. Forcing the Gospel on people doesn’t win hearts. Most often, we need to be patient, listening with love as well as speaking with grace. I pray that the Holy Spirit will give me words, opportunities, and courage to speak Jesus into people's lives. A commercial changed the way people looked at technology, but God can do so much more.
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