Published on 01/15/2007

But even before the ancients got interested in outdoor ads, the Creator of all creation was already in the business: "The heavens declare the glory of God; the skies proclaim the work of his hands. Day after day they pour forth speech; night after night they display knowledge. There is no speech or language where their voice is not heard" (Psalm 19:1-3). What does God's outdoor advertising tell us?

Commentary

Just so you know, I'll didn't sell a pizza ad on today's GodIssues essay. That makes this email the only non-advertising space you'll see today. Today's New York Times reports on the growth of out-of-home advertising. Said one ad exec: "We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere. Ubiquity is the new exclusivity."

Supermarket eggs have been stamped with the names of CBS television shows. Geico auto insurance messages are displayed on subway turnstiles. Trays used in airport security lines are selling Rolodexes. US Airways is printing ads on motion sickness bags--it's enough to make you need one.

All our senses are being attacked. Some "Got Milk?" billboards now emit the odor of chocolate chip cookies. Billboards are being converted to digital screens which allow advertisers to change messages from remote computers. We'll soon see them along highways, in stores, gyms, doctors' offices, elevators, and on the sides of buildings.

Thirty years ago, we saw 2,000 ad messages a day; now the number is 5,000 and growing fast. An advertising executive explains, "We're always looking for new mediums and places that have not been used before--it's an effort to get over the clutter." But then he admits, "I guess we end up creating more clutter."

These people did not invent out-of-home advertising. As far back as we can go in human history we find someone writing on a wall for others to read. Cave art in Lascaux, France dates to 15,000 B.C. Egyptian hieroglyphics have been inscribed on walls since 3,000 B.C. And who knows how the Easter Island heads got there or what they were selling?

First, we learn that he is omnipotent and we are not. You and I cannot make a blade of grass from scratch. The ice storm which has immobilized Dallas this morning shows us the limits of our power--frozen water has pretty much shut down the city. Why do you need to remember his omnipotence today? Let's continue tomorrow.