Sam Van Eman: On Earth as It Is In Advertising

Sam Van Eman, On Earth as It Is In Advertising: Moving From Commercial Hype to Gospel Hope (Grand Rapids: Brazos Press, 2005), 191 pages.

Introduction

Advertising is one of the most powerful forces to be reckoned with in today’s society. Thanks to modern technology, it is even stronger and more intrusive as it frequently delivers self-centered messages and half truths through different media 24 hours a day. Because of its ever-growing presence in homes across the United States and around the world, the reality of advertising poses a number of challenges for the Christian.

Van Eman is a staff resource specialist with the Coalition for Christian Outreach. In his new book, he contends that when advertising is unchecked and received without any filtering, it feeds the viewer (or reader) a steady stream of worldly-based ideas that often contradict the biblical teachings of sacrifice.

In other ways, Van Eman believes that commercial advertising presents a false gospel—one that appears to offer truth but in reality offers a message based on greed. The problem, he suggests, is only compounded when Christians spend more time watching movies (or television), and thereby consume more of the worldly messages than Scripture. Whenever that happens, “we lose focus on God, which means that everything we see is from a blurred point of view” (p. 10).

Van Eman warns that when Christians expose themselves “mindlessly to popular culture,” they “interpret little of it wisely and permit most of what is advertised to leave reside on [their] consciousness” (p. 15).

An overview

Van Eman begins his discussion with an explanation of what he calls, “SimGospel.” The term is defined as “all messages that simulate the biblical narrative through advertising and popular media for the purpose of selling products and ideas” (p. 3). The idea comes from the computer game, “SimCity” where players can create and govern a simulated city. Hence “SimGospel,” is an imitated means to self-establishment (p. 20). An example of that may be seen in the story of Adam and Eve in the Garden of Eden, where they bought into the message of the serpent to become rulers of their own world.

Van Eman divides his discussion into three parts. In the first part, he addresses “Who Am I?” He compares what the Bible teaches about human nature with the messages of the SimGospel from popular culture and advertising. He also notes what the Bible and the SimGospel have to say about the needs of humanity.

In the second part, Van Eman discusses, “Who Is My Neighbor?” Again, he makes a striking comparison of what the Bible teaches and what the SimGospel teaches. He stresses the need for the church to remember the poor and anyone in need. He also explains how the church may neglect its true neighbors and thereby misplace its priorities.

In the third part, Van Eman looks at “Building the Kingdom … Together.” He calls on Christians to be more like Christ and to think about others. He encourages them to work within the body of Christ to affect change in popular culture and in the society as a whole.

Van Eman closes his discussion with a chapter entitled, “Reacclimating,” in which he compares the Christian to Dorothy in The Wizard of Oz. “Dorothy’s longing for home didn’t occur until she discovered what being away from it was like,” he writes. “And she didn’t discover what being away was like until her dream-time in Oz gave her a comparison from which to know the reality of Kansas” (p. 183-184) With that analogy in mind, he concludes:

Navigating through a culture that is decorated, influenced, perpetuated, and preached at by a second-rate message system is much the same. We need a reality compass to make our way through the simulation presented in so much media and advertising (p. 184).

An analysis

Van Eman’s stated intent for writing this book is “to clarify that within popular culture, no element has more influence than advertising” (p.14). He also wanted to show that the biblical narrative is a valid alternative to pop culture and that it offers real solutions for real problems. I believe he succeeded in doing just what he set out to do. Even though he points out the dangers of advertising and pop culture, he cleverly uses ideas from the culture to illustrate the role of Christians from a biblical standpoint.

Van Eman’s awareness of advertising and pop culture comes through loud and clear, but on a deeper, more critical level than one may find in a typical sermon on the topic. Though he takes great pains to point out the problems we face with unfiltered media messages, he also explains in detail how the Christian can properly address the problems. In addition to challenging readers to rethink their priorities, he calls on them to spend less time with television and more time with Scripture. In his closing chapter, he provides practical ideas for counteracting the influence of the SimGospel. He writes: “Set your lifestyle at 75 percent of the wage you earn, and use the surplus to provide for a family who makes only 50 percent of your total income” (p. 185). In another example, he suggests giving away an old car instead of trying to make $500 from it.

Conclusion

In conclusion, I believe that Van Eman makes a compelling argument for his case. His discussion is both penetrating and provocative. He goes below the surface of pop culture and shows in a critical way how it affects people on a psychological and spiritual level.

Some of his ideas, understandably, may seem radical on the surface, but they are practical and biblically sound. Readers will no doubt be stirred by his message and perhaps make noticeable changes in how they view popular entertainment. Should they implement his suggestions on all aspects of their lives—including family, church and community—they will indeed become the salt of the earth, and make a difference in a world that knows not God.

Reviewed by Roscoe Barnes III