Great and positive words that work

Social researcher Frank Luntz published “Words That Work” in 2007. He explained words have a denotative meaning, a concrete and “dictionary” definition, but also a connotative meaning since words can transport images to our minds.

Luntz used three prime advertising examples.

The alcohol industry changed their name to “spirits.” Many restaurant menus now have a “spirits” page and don’t use “alcohol” since it can bring images of darkness, drunkenness and despair. Spirits is a happy word that speaks of toasts and laughter.

In the same way, “gambling” is now “gaming.” Gambling connotes dark rooms, addictions and lost wagers, whereas gaming implies something families do for fun.

And his third example is when “banks” morph into “credit unions.” Luntz said it’s the bank where Mr. Potter in “It’s A Wonderful Life” slams his fist and demands payment, but a credit union implies a family who helps one another.

Perhaps we believers are rightly guilty of using negative words, though words of warning have their place. But positive words that work are transforming.

One word is redemption.

Scripture teaches that every person is worthy in the eyes of God, and everyone is welcomed to his table of fellowship. Think of those in Scripture who experienced God and made dramatic life changes, including Abraham, Jacob, Jeremiah, Peter and Paul. Not only does God seek dramatic encounters like this, but he also encounters us in our everyday lives, inviting us to turn from bad choices and seek relationship with him.

Another word is faith.

The New Testament word so translated is actually a verb – literally “to faith.” Unfortunately, we don’t have this verb in English, so our translations generally say “believe.” But faith is more than believing. It is committing ourselves to the pathway of God even though our ultimate destination is unclear. Faith means trust that God is good and he leads us in the path of right living for our ultimate benefit. Faith means we trust God as little children trust their parents.

Another word that works is love.

The familiar King James word in Paul’s “love chapter” is “charity.” This word comes to us circuitously through the Latin “caritas.” The original word Paul used is “agape.” Agape is God’s kind of love – a love that is sacrificial without taint of self-seeking. This is the same word John used in his most memorable phrase: “God so ‘agaped’ the world, that he gave us his son” (John 3:16).

And John exhorts us that since God “agaped” us, we must “agape” one another (1 John 4:11). The Christian life is focused on serving others.

The message we share as the church of God is summarized in these three great and positive words that work.

Reflections is a weekly faith column written by Michael J. Brooks, pastor of the Siluria Baptist Church, Alabaster, Alabama. The church’s website is siluriabaptist.com.