It is a popular commonplace to say that we live in an age of advertising. Many newspapers and magazines seem to exist simply because of their profitable advertising pages. Natural scenery is disfigured with billboards and other signs. Motion pictures are used for the purpose of suggestion. A multitude of other advertising methods are eagerly used by business people, though some variations, because of their peculiarly hypnotic intention, are discountenanced by alert merchants as well as by the general public. The average person does not have to be convinced, therefore, that devices for attracting the attention of the many seem, indeed, omnipresent and inescapable.

The fact is, of course, that even the worst phases of this prevalent belief are but counterfeits of the activity which expresses Principle. There could not even seem to be such a concept as advertising without there being the true idea of it in the divine Mind. The true idea must be wholly good, wholly spiritual, wholly unlimited, wholly apart from any human sense of things. Since infinite Mind is entirely here and now, all that infinite Mind produces must really be completely present, unfolding constantly because of the inexhaustibility of the divine cause. In other words, the real idea is never absent for a moment but is occupying consciousness and leaving no room for any supposition of an opposite. What constitutes the true idea is for each one to reason out for himself in every connection.

In prophesying the coming of the Christ, Balaam the son of Beor declared, “Come therefore, and I will advertise thee” as to the future. At least that is the English translation of the Hebrew, given in the King James version of the Scriptures. Though the question may arise as to whether the word “advertise” in that passage meant the same in the early seventeenth century as it does in the business world to-day, still there can be no doubt but that the word in both English and Hebrew indicated then and indicates now a turning of thought in some specific direction. The turning of thought in the right direction is, thus, the true way of advertising. The turning of attention in wrong directions is sheer hypnotism and is necessarily futile. In fact, sooner or later all attention has to be directed to the one divine Principle, which demands, “Look unto me, and be ye saved, all the ends of the earth: for I am God, and there is none else.” The activity of Mind which constitutes man is already turned altogether in this one right way, since there is no other. What the student of Christian Science learns and proves is that all genuine desire is satisfied through being focused on infinite intelligence, and not on any material sense of things.

That is the difference between righteous advertising and hypnotism. The one is reasoning that is thoroughly in accord with Principle; the other is utterly illusory belief that matter can be attractive. The power of the former comes naturally from right motive; the futility of the latter lies in its being merely suppositional effect of suppositional cause, a belief without any actual believer, sheer nonentity. No one can do anything eternal or real because of suggestion, for the very supposition of suggestion comes from nowhere and is kept forever null and void by the allness of the divine Mind and its idea. This is for each one to prove in his daily experience. By turning attention wholly to Principle, reasoning, practicing, and living in accord with Truth, one finds Principle expressed here and now as the omnipresent Christ to heal all manner of seeming wrong. Advertising, in its best sense, is, then, simply a name for the turning of attention to Principle in all circumstances. Anything less than this is not really advertising. It is the understanding of the reality that protects perfectly from any spurious sense of things.

Principle manifest is all there is to advertise and is, of course, completely and rightly advertised continuously. Since Principle is all-inclusive, there is nothing else to pay any attention to. This is the fact to be affirmed in the very face of seeming obstacles. Even a denial of this fact can never succeed in doing anything but proving that attention is turned to the fact. Whatever would try to oppose itself to Principle necessarily succumbs as a mere incident in the inevitable turning to Principle. Thus on page 191 of “The First Church of Christ, Scientist, and Miscellany” Mrs. Eddy says: “Be patient towards persecution. Injustice has not a tithe of the power of justice. Your enemies will advertise for you. Christian Science is spreading steadily throughout the world. Persecution is the weakness of tyrants engendered by their fear, and love will cast it out. Continue steadfast in love and good works. Children of light, you are not children of darkness. Let your light shine. Keep in mind the foundations of Christian Science – one God and one Christ. Keep personality out of sight, and Christ’s ‘Blessed are ye’ will seal your apostleship.” This passage is an excellent one for the business man or woman, as for any one else, for the whole of every true business is to express Principle, and the understanding and demonstration of Principle, no matter how much it may seem to be denied by suppositional mortal mind, must always succeed.

The business which is to be rightly advertised is not dependent, therefore, on human personality. It is the spiritually tangible manifestation of divine intelligence in infinite variety. Even though people may seem temporarily afraid to recognize this activity as the one business that is worthwhile, the recognition must come, as the very belief in human opinions surrenders to the truth. The love of Principle does cast out any frightened reluctance. Hence all advertising that is, in fact, the love of Principle is boundless in its reach and true attractiveness. Only the right stand on this basis is happy and successful, entailing that constant unfoldment which is genuine prosperity because it is the constructive result of the one divine source. Advertising, then, is but one of the multitude of names for divine idea. In proportion as one understands this, one finds any belief of lack or discord replaced by the spiritual idea of harmonious abundance. It is as impossible for advertising or turning to Principle to cease as it is for God to cease to be God. The omnipresence of God is forever expressed in the omnipresence of true activity in accord with the divine standard. To find advertising as the divine Mind manifest and not as any human sense of things is to prove the perfect effectiveness of spiritual intelligence in business and all the activity which makes up living.