Article August 31, 1935 Issue

Advertising—An Analogy

FREDERICK G. WHITE

In the leading editorial of the first issue of The Christian Science Monitor its Founder, Mary Baker Eddy, enunciated the policy of the new publication in a brief statement (The First Church of Christ, Scientist, and Miscellany, p. 353): "The object of the Monitor is to injure no man, but to bless all mankind." Launched as a newspaper, the Monitor, in addition to publishing the world's news, was to carry advertising; and according to the clear mandate of its Founder, this advertising certainly should be of help to mankind, even as are the contents of the news columns. The unique position occupied by the Monitor, after more than twenty-five years of successful operation under this policy, acclaimed by journalists, educators, and religionists, attests the wisdom and foresight of its Founder.

It is especially interesting to observe the standards set up governing the acceptability of advertising copy for publication. In its "Hand-book for Advertising Representatives," The Christian Science Publishing Society instructs these agents that advertising is acceptable only from reliable corporations; that certain types of advertising may be accepted only where the advertiser is known to maintain a high standard in the conduct of his business.

A student of Christian Science, pondering the subject, thought of the position occupied by a member of a Christian Science church. Having subscribed to the Tenets of The Mother Church as required of accepted applicants for membership, the student voluntarily takes his stand before the world as an adherent of Christian Science. In Miscellany (p. 160) is found a statement by Mrs. Eddy which reads, "To live so as to keep human consciousness in constant relation with the divine, the spiritual, and the eternal, is to individualize infinite power; and this is Christian Science." Here the identifying and determining qualifications of a Christian Scientist are clearly set forth; and it must follow that a loyal, conscientious adherent of this teaching will display qualities concordant with this pronouncement.

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