Can the Church advertise? Absolutely yes! But we should put into mind that Church advertisement is not only about financial matters, gains or profits just like other advertisements are. It is important to remember what Martyn Percy says in his article “The Church in the Market Place: Advertising and Religion in a Secular Age” that we should distinguish “advertising” from “selling”. The article says: “Advertising might lead a consumer to a product, but it cannot compel him or her to purchase. Loosely translated into theological language, advertising cannot convert people, nor does it bring them to faith. It can, however, persuade the public to take a second look (i.e. to think again) or possibly even stimulate desire.” Church advertisements should be more of a “promotion” of values, faith, etc. or an “awakening” for the people in these aspects. These type of advertisements should inspire, evoke affection and impart useful public information and they should be used as effective means in communicating the Gospel to the people. Church influence, including advertising, can present the idea of “righteous” behavior to people for consideration to effect a positive change in their lives.
I would like to reiterate the idea that advertisements can inspire, evoke affection and impart useful public information. But advertising is not selling. Through advertising you can lead people but you cannot compel them. Church advertising cannot convert people nor does it bring them to faith but it can persuade them to take a second look, to let them think again or possibly even stimulate desire. I think every communicator, including myself, should take this idea into mind not just as an aim or goal of every Church advertisement but a responsibility – to lead and not to compel. ®
