V. AUTOCONTROL
5. Analysis of decisions of the Jury of Advertising
5.4 Particular vs. L’OREAL Spain S.A
Let me look at something that appears to be unrelated.
The wind blows
You don't need to study ancient languages to know the Bible well, but there are occasional points where a language issue cuts
something out of the text.
In the text above (Jn 3.8), from Jesus' discussion of flesh and Spirit/spirit, the same word in Greek (ΠΝΕΥΜΑ) carries the meaning of "Spirit", "spirit", and "wind" in the broader passage. I was tempted to write that ΠΝΕΥΜΑ carries that range of
meanings, but that's a little more deceptive than I'm comfortable with. It would be more accurate to say that neither "spirit" and
"wind", nor "Spirit and spirit", represented sharply distinguished categories. In a way Jesus is punning but in a way he is making an observation about spirit/wind that does not rest on the distinction.
Let me quote the RSV for the longer passage (Jn 3.1-12):
Now there was a man of the Pharisees, named Nicode'mus, a ruler of the Jews. This man came to Jesus by night and said to him, "Rabbi, we know that you are a teacher come from God; for no one can do these signs that you do, unless God is with him."
Jesus answered him, "Truly, truly, I say to you, unless one is born anew, he cannot see the kingdom of God."
Nicode'mus said to him, "How can a man be born when he is old? Can he enter a second time into his mother's womb and be born?"
Jesus answered, "Truly, truly, I say to you, unless one is born of water and the Spirit, he cannot enter the kingdom of God. That which is born of the flesh is flesh, and that which is born of the Spirit is spirit. Do not marvel that I said to you, `You must be born anew.' The wind blows where it wills, and you hear the sound of it, but you do not know whence it comes or whither it goes; so it is with every one who is born of the Spirit."
Nicode'mus said to him, "How can this be?"
Jesus answered him, "Are you a teacher of Israel, and yet you do not understand this? Truly, truly, I say to you, we speak of what we know, and bear witness to what we have seen; but you do not receive our testimony. If I have told you earthly things and you do not believe, how can you believe if I tell you heavenly things?
This is a rather big passage to try to unravel, but let me point out one thing. Jesus is dealing with a spiritual leader, and that leader's question, "How can a man be born when he is old?"
is probably not just a failure to recognize that Jesus was speaking figuratively (especially if "figuratively" means what it means today, i.e. "a consolation prize for something that is dismissed as not true, at least not literally"). Besides saying that Nicodemus might not be stupid, I might suggest that his failure to understand underscores that he was being told something that's difficult to understand.
I'm almost tempted to write ΠNEYMA instead of spirit or Spirit because that forces a distinction that isn't there at all in the Greek New Testament and often may not belong in good
theology. With that noted, I'm going to write Spirit with the understanding that it is often not meant to be read as separated
from spirit and often not distinguished.
A group of people misunderstood this and other Spirit/flesh texts to mean that we should live in the part of us that is spirit and the part of it that was flesh, and they made a number of
theological errors, and unfortunately some Christians have since treated the Spirit/flesh texts as a "problem" that needs to be
"handled" (and, one might infer, not quite something that was put in the Bible because it would help us). This reaction makes it harder to understand some passages that say something valuable.
We are to become all Spirit. This does not, as those
Gnostics believed, mean that our bodies are evil, or that any part of God's Creation is created evil. To become Spirit is to begin to live the life of Heaven here on earth. That doesn't mean that what is not-God in our lives now is eliminated; it means that our whole lives are to become divine. It means that the whole cosmos has been in need of salvation, and Christ comes as Savior to his whole Creation and his whole Creation is to be drawn into him and made divine. If you buy a gift for a friend, let us say a watch, and delight in giving it, that watch is no longer merely a possession you can horde, not just something a machine spat out. It is part of your friendship with that friend and it has been drawn from the store aisle into that friendship. To use an ancient metaphor, it has been drawn into the body under the head of friendship. (And now it means something a factory could never put into it.) If you have begun to believe that things don't boil down to a materialist's bottom line, the watch has become more real. In the same sense, not just our "souls" or "spirits" misunderstood as opposite to our bodies, but all of us and all of our lives are to become Spirit, or in the more usual Orthodox terminology become deified or
divinized.
To say that the here and now that God has placed us in is
"the flesh of the Incarnation" is not intended as some kind of opposite to Spirit. That flesh is spiritual; it is the whole Creation as it becomes Spirit and as it has become Spirit.
That much is generic; it is legitimate to say about time, because it is legitimate to say about almost anything. I would now
like to turn and say something more specific about time.
I don't like to put things in terms of "synchronicity." For those of you not familiar with synchronicity, it's an idea that there is more to causality and time than isolated particles moving along a linear timeline, which is well and good, but this is a body missing its head, the Spirit. It's kind of a strange way of being spiritual while not being fully connected to Spirit.
"That which is born of flesh is flesh; that which is born of Spirit is Spirit. The Spirit Spirits where it wills, and you hear the sound of it, but you do not know where it comes from or where it goes; so it is with every one who is born of the Spirit."
To live in the Spirit, and to become Spirit, is for one and the same reason the proper footing for synchronicity, synchronicity done right, and moving beyond "subjective time." Let me talk about subjective time before talking more about synchronicity.
Subjective time is what some people have observed when people have realized that a watch is a poor indicator of how we experience time. Time flies; it can drag; but whatever watches can do, they don't tell how fast it seems like time is moving. In other words, subjective time at least is not what a watch measures. Now this is good as an answer to the question "What can we call time besides 'what a watch measures'?" but doesn't go far enough.
Subjective time is the subjective time of a "me, myself, and I". It is the time of an atom, that cannot be divided further. And that limits it.
Time in the Spirit is an orchestrated, community dance. Not that the specific person is annihilated, but the specific person is transfigured. And that means that what is merely part of the private inner world of a "me, myself, and I" is in fact something vibrant in a community. Liturgical time, which I will talk about later, is one instrument of this sharing. But it is not the only one.
God is the Great Choreographer, and when his Spirit orders the dance, it is everything in synchronicity and everything in
subjective time and more. What was eerie, a strange occult thing people try to mine out in Jungian synchronicity becomes a pile of gold out in the open. If Jungian synchronicity is a series of
opportunities to shrewdly steal food, the Dance is an invitation to join the banquet table.
Dance, then, wherever you may be, for I am the Lord of the Dance, said he. (Old Shaker hymn)