Thoughts on Selling With Sex
Jonathan Edwards once said that godly people can, as it were, smell the depravity of an act before they can explain why it evil.
There is a spiritual sense that something is amiss. It does not fit in a world permeated with God.
Ephesians 5:3 says that some things are not fitting among saints.
Fitting-ness is not always easy to justify with arguments. You discern it before you can defend it. That’s good, because we have to make hundreds of choices every day with no time for extended reflection.
But from time to time we need to pause and give rational, biblical expression why something is not fitting. Some years ago I came to that point when, week after week, a local newspaper put scantily clad women on the second page of Section A in order to sell underclothes. I wrote a letter to the paper with nine reasons why they should stop using this kind of advertising. Perhaps my
reflections will help you deal with the hundreds of abuses of Gods good gift of sexuality in our culture. Here is what I wrote.
As a 14-year subscriber and reader of the [name of paper omitted], I am writing to express the persuasion that your sexually
explicit ads that often turn up in Section A are increasingly offensive and socially irresponsible. I mean that the effectiveness of catching people’s attention by picturing a woman in her underclothes does not justify the ads. The detrimental effects of such
mercenary misuse of the female body are not insignificant. The harm I have in mind is described in the following nine persuasions.
(1)This woman could not go out in public dressed like that without being shamed or being mentally aberrant. Yet you thrust her
out, even in front of those of us who feel shame for her.
(2) This portrayal of a woman sitting in her underclothes at a table with a cup of tea disposes men to think of women not as persons but mainly in terms of their bodies. It stimulates young boys to dwell on unclothed women’s bodies and thus lames their ability to deal with women as dignified persons. I have four sons.
(3) The ad stimulates sexual desire which in thousands of men has no legitimate or wholesome outlet through marriage. In
other words, it feeds a corporate, community lust that bears no good fruit outside marriage, but in fact many ills.
(4) The ad makes sensibilities callous so that fewer and fewer offenses against good taste feel unacceptable, which spells the
collapse of precious and delicate aspects of personhood and relationships.
(5) The ad makes thousands of women subconsciously measure their attractiveness and worth by the standard of rarefied,
unrealistic models, leading to an unhealthy and discouraging preoccupation with outward looks.
(6)The ad feeds the prurient fantasies of ordinary men, lodging a sexual image in their minds for the day which can rob them of
the ability to think about things greater and nobler than skin.
(7)The ad condones the proclivity of males to mentally unclothe women by reminding them what they would see if they did, and by
suggesting that there are women who want to be publicly unclothed in this way. This reminder and this suggestion support habits and stereotypes that weaken personal virtue and jeopardize decorous relationships.
(8)The ad encourages young girls to put excessive focus on their bodies and how they will be looked at, adding to the epidemic of
depression and eating disorders.
(9)The ad contributes to dissatisfaction in men whose wives can’t produce that body and thus adds to the instability of
marriages and homes.
I realize that the bottom line is big bucks for page two, and lots of attention for [name of department store omitted]. But
please know that at least one assessment of your standards of fitness for print is that it is part of a tragic loss of modesty and decency that may, for now, feel like mature liberation, but in generations to come will reap a whirlwind of misery for all of us.
From John Piper, A Godward Life, published by Multnomah Books.