I have been thinking much about the idea (by no means original) that much of Western culture, and particularly American culture, has turned us into walking advertisements. Perhaps “turned” is not the appropriate word as it seems to convey the idea of a forced or necessary metamorphosis, but in any case it has occurred. It should be noted that I am by no means immune from this effect. Indeed, I am very much defined by who I wish others to perceive me as.

While I am not sure what factors have facilitated this almost universal aspect of our psyche, I would say they are in large part materialism, poorly chosen priorities, improperly bolstered self esteem, and other features of low character. These things, and others like them, drive our desire to be connected with certain brands, activities, and even the communities we choose to associated with.

The forms in which we present our advertisements are almost as numerous as the brands themselves. We wear t-shirts, hats, and all manner of clothing (down to our underwear) that are chosen not only for the unique brands and ideology they present to our observers, but even for the specific brand of clothing we are willing to be “caught dead in”. It has become important to us that those around us know that we prefer Pepsi over Coke, that we listen to NPR, that we are inspired by Che Guevara (without knowing what he did or his impetus for doing it), and that we think marijuana use should be legal.

I would suggest as a follower of Christ that we should strive to obliterate this idolatry from our lives. I would further suggest that eliminating idolatry (of this variety as well as all others) will be the result of a more robust dedication to obedience to The Great Commandment (Matthew 22:35-40), and an equally robust pursuit of The Great Commision (Matthew 28:18-20). As we focus on loving God with every aspect of who we are, we will begin to supplant our desire not only to be concerned with what others think of us, but also with what we think of ourselves. Likewise, if we focus on going, baptizing, making, and teaching we will be less inclined to be concerned about what we look like when doing it, as well as when, where, and with who we are seen doing it.