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February 11

A prevalent and penetrating aspect of our lives is advertising, all based on the fact that advertising sells, i.e., good advertising. Advertising is found in many different kinds of media and is directed at every segment of society. And all of the senses are attacked or teased.

What is the best ad that you have ever seen or heard? In my estimation, the best was a full–page magazine ad from a long time ago, showing a graceful sailboat under full sail, scudding over a beautiful blue lake with the sailboat leaving in its wake waves of purest white. The single caption, all the printing on the page except for the advertiser’s name, in small letters at the foot was this: “Out of the blue comes the whitest wash.” The advertiser, Reckett’s Blue, sold little bags of bluing that were dropped into the washing to whiten clothes.

Strange, isn’t it, that blue should make white things whiter . . . dull things brighter. “Out of the blue comes the whitest wash.”

That’s what James had in mind when he wrote: “Consider it pure joy, my brothers, whenever you face trials of many kinds, because you know that the testing of your faith develops perseverance” (James 1:2–3).

In his first epistle, Peter writes: “In this you greatly rejoice, though now for a little while you may have had to suffer grief in all kinds of trials. These have come so that your faith . . . may be proved . . . ” (1Peter 1:6–7).

The Psalmist adds this comforting thought:

“Weeping may remain for a night, but rejoicing comes in the morning” (Psalm 30:5b).

“Out of the blue comes the whitest wash.”