Advertise
The Old English Meaning
When the King James Version translators used the word "advertise" in 1611, they meant something entirely different from today's commercial sense. In Elizabethan English, to advertise someone meant to inform them, give them notice, or bring something to their attention. It comes from the Old French advertir, meaning "to turn one's attention to." Understanding this older meaning unlocks the significance of the passages where the word appears.
Balaam's Warning to Balak
In Numbers 24:14, after delivering his final oracle blessing Israel, the pagan prophet Balaam told King Balak of Moab: "I will advertise thee what this people shall do to thy people in the latter days" (KJV). The Hebrew word here is ya'ats, meaning "to advise" or "to counsel." Balaam was not selling anything; he was warning Balak about the future fate of Moab at the hands of Israel. Despite being hired to curse Israel, Balaam could only speak the words God put in his mouth (Numbers 23:12), and his final message was a prophetic warning delivered as counsel to a worried king.
Boaz and the Nearer Kinsman
In Ruth 4:4, Boaz tells the unnamed closer relative: "I thought to advertise thee" (KJV). The Hebrew phrase here is galah ozen, which literally means "to uncover the ear", a vivid idiom for revealing something privately or giving someone important information. Boaz was informing this kinsman about his right to redeem Naomi's land and, with it, the responsibility of marrying Ruth. Modern translations render this as "I thought I should inform you" or "I thought I should bring the matter to your attention." This act of transparent communication set the stage for one of the Bible's most beautiful love stories and placed Ruth in the lineage of King David and ultimately Jesus Christ (Ruth 4:17-22; Matthew 1:5).
The Value of Honest Communication
Both passages where "advertise" appears share a common theme: honest, forthright communication about matters of importance. Balaam delivered God's message faithfully even though it was not what Balak wanted to hear. Boaz openly presented the kinsman-redeemer with the full picture, including both the opportunity and the obligation, rather than trying to manipulate the situation in his own favor. These examples model the biblical value of speaking truth plainly and giving others the information they need to make decisions.
Understanding Archaic Bible Language
The word "advertise" is one of many examples of how English has changed since the King James Version was translated in 1611. Words like "advertise" (inform), "let" (hinder), "conversation" (behavior), and "prevent" (go before) all carried different meanings in early modern English. Recognizing these shifts helps modern readers understand the original intent of older translations and appreciate why contemporary versions use updated vocabulary to convey the same biblical truths.
Biblical Context
The word 'advertise' appears twice in the King James Version Old Testament. In Numbers 24:14, Balaam uses it when counseling Balak about Israel's future impact on Moab, occurring within the larger Balaam narrative of Numbers 22-24. In Ruth 4:4, Boaz uses it when informing the nearer kinsman about his redemption rights at the city gate, within the climactic legal proceedings of the Book of Ruth.
Theological Significance
These passages highlight God's sovereignty over human communication. Balaam could only speak what God gave him to say, even when paid to do otherwise, demonstrating that God's purposes cannot be thwarted by human schemes. In Ruth, Boaz's transparent communication at the gate ensured that God's providential plan for Ruth, David, and ultimately the Messiah's lineage would unfold through proper legal and moral channels rather than deception.
Historical Background
The Hebrew idiom 'to uncover the ear' (galah ozen) used in Ruth 4:4 was an ancient expression for private or confidential communication. The city gate where Boaz conducted this business was the standard location for legal proceedings and public announcements in ancient Israelite towns. Elders gathered there to witness transactions and resolve disputes. Balaam's role as a hired diviner reflects well-documented ancient Near Eastern practices where kings consulted prophetic figures before military campaigns.