I recently read Katie B. Edwards’ Admen and Eve: The Bible in Contemporary Advertising. Edwards identifies herself with the contemporary feminism that is associated with biblical study. Reading the Bible from a woman’s perspective can’t possibly come at a cheap price. Nevertheless, Edwards focuses on the character of Eve, and specifically how she is used in post-feminist advertising. Admen who are targeting the younger demographic of women about up to thirty present Eve as a strong female, sometimes next to an insipid Adam (good-looking, but essentially brainless). Even though Eve may appear undressed, she is self-objectified, according to Edwards, and therefore is not objectified by the viewer. Along the way, Edwards also does some hermeneutical work on Genesis 2-3, and showing how the story is recast in terms of a buyer’s market.
As interesting as I found Edwards’ analysis, what stood out most strongly was the fact that advertisers have no difficulty in using a biblical character for a biblically illiterate public. Many people in the western world recognize Jesus (whether Buddy or the regular one), but of Hebrew Bible characters perhaps the only ones that readily come to mind are Eve and Adam, Noah, Moses, and David and Goliath. Some still recognize Samson. These characters, however, are almost always lifted from their contexts—they are caricatures rather than the object lessons they were originally intended to be. What Edwards demonstrates, the admen have known all along: sects sells. If you want them to buy, make the marks feel like it is a religious act. And we can almost hear the advertisers say, “Let us prey.”