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1 23 | and to the common good.~0In light of these reflections,
2 23 | Vatican City, February 22, 1997, Feast of the Chair of St.
3 15 | authentic exercise of freedom.24 The Catechism of the Catholic
4 15 | honestly and properly."25~To be sure, advertising,
5 15 | of truth for any reason."26~
6 16 | and decide compromised."27~These abuses are not merely
7 16 | destiny of the human person."28~This problem is especially
8 17 | develop but must not betray."29~As this suggests, something
9 17 | in the end contemptible."30 Advertisers, like people
10 17 | and spiritual dimensions.31 Communication that meets
11 17 | and respect for others."32~
12 19 | enforcing their observance."33~We emphasize the importance
13 20 | through misuse of the media."34~For example, government
14 22 | techniques and a new psychology."35~In light of this insight,
15 22 | approach to the mass media."36~
16 23 | traditions of East and West."37~We do not wish, and certainly
17 10 | market" that, aided and abetted by advertising, ignores
18 13 | advertising of contraceptives, abortifacients and products harmful to
19 3 | culture. For example, the absence from advertising of certain
20 23 | In this witness to the absoluteness of the moral good Christians
21 13 | to do this in tasteful, acceptable ways, but the practice is
22 15 | limits of recognized and accepted practice, this can be allowable.~
23 13 | pornography and violence accessible to a vastly expanded audience,
24 1 | gifts of God" which, in accordance with his providential design,
25 | according
26 15 | these must be taken into account when discussing truthfulness.
27 6 | of electing and holding accountable those who govern them, and
28 17 | reduces human progress to acquiring material goods and cultivating
29 15 | discernment, judgment, choice and action, there can be no authentic
30 4 | an essentially parasitic activity. In this view, not only
31 20 | government regulations should address such questions as the quantity
32 1 | the Church has frequently addressed the question of the media
33 1 | officials.~Our reason for addressing these matters is simple.
34 9 | goods for sale, if less than admirable human tendencies are exploited,
35 2 | advertising aimed at competent adults.~Not only are many different
36 2 | general terms, of course, an advertisement is simply a public notice
37 7 | excellent intellectual, aesthetic and moral quality presented
38 4 | critics view this state of affairs in unrelievedly negative
39 4 | culture — other people — affected for good or ill by advertising
40 10 | common good when it occurs in affluent societies. But the abuse
41 10 | This is a serious abuse, an affront to human dignity and the
42 | after
43 | again
44 12 | the demographic patterns (age, education, income, habits
45 13 | exaltation of violence are age-old realities of the human condition.
46 4 | individuals and society.~We do not agree. There is truth to the criticisms,
47 10 | idolatry' of the market" that, aided and abetted by advertising,
48 22 | people to be informed and alert in their approach to advertising
49 17 | individuals and society alike.~When people fail to practice "
50 16 | so as to persuade them to allocate some of their limited resources
51 15 | accepted practice, this can be allowable.~But it is a fundamental
52 2 | parties and candidates. Making allowance for the differences among
53 | almost
54 | alone
55 6 | contribution to democracy analogous to its contribution to economic
56 23 | 23. In the final analysis, however, where freedom
57 | another
58 8 | message in a manner which answers the expectations and needs
59 23 | the Chair of St. Peter the Apostle.~+ John P. Foley~President~+
60 16 | advertising directed at children apparently tries to exploit their credulity
61 12 | purpose is to satisfy others' appetite for pleasure or for power?
62 2 | intend what follows to be applicable to them all.~
63 14 | community, they do evil.~This applies also to the means and the
64 17 | thinks that he can make arbitrary use of the earth, subjecting
65 20 | also seems an appropriate area for regulation: how much
66 22 | part of that great modern "Areopagus" where ideas are shared
67 1 | growing body of literature arising from the Church's consideration
68 | around
69 9 | buy articles of luxury can arouse false wants that hurt both
70 7 | are instances of popular art, with a vivacity and elan
71 9 | unremitting pressure to buy articles of luxury can arouse false
72 13 | advertising campaigns for artificial birth control, so-called "
73 10 | satisfying wants that have been artificially created. The result of this
74 12 | subtly — to set aside high artistic and moral standards and
75 12 | or not so subtly — to set aside high artistic and moral
76 23 | eliminate its socially harmful aspects and observe high ethical
77 3 | 3. We disagree with the assertion that advertising simply
78 9 | to the public, if false assertions are made about goods for
79 11 | advertising can support and assist the working of the democratic
80 11 | of opponents and unjustly attacks their reputations. It happens
81 10 | brands, and advertising may attempt to move people to act on
82 10 | Similarly, the task of countries attempting to develop types of market
83 14 | indirect advertising that attempts to move people to act in
84 8 | radio broadcasting, film and audiovisual production, and the rest —
85 5 | informing people about the availability of rationally desirable
86 17 | conveniences that technology makes available "will prove unsatisfying
87 23 | their profession. Besides avoiding abuses, advertisers should
88 14 | without their being fully aware that they are being swayed.
89 14 | advertising.~Against this background, then, we point to this
90 9 | well, and it can be used badly. If it can have, and sometimes
91 20 | and should extend beyond banning false advertising, narrowly
92 10 | product quality and price as bases for rational choice.~Advertising
93 2 | suggests, advertising has two basic purposes: to inform and
94 10 | It is necessary always to bear in mind that there are "
95 | becoming
96 13 | wealthy countries has now begun, via the communications
97 2 | public service advertising on behalf of various institutions,
98 1 | their ways of choosing and behaving. These are matters about
99 | behind
100 23 | the ways sketched here, we believe advertising can, and often
101 8 | 8. In many cases, too, benevolent social institutions, including
102 7 | itself contribute to the betterment of society by uplifting
103 | between
104 | beyond
105 11 | instincts — to selfishness, bias and hostility toward others,
106 14 | the law of human nature, binding upon all because it is "
107 13 | campaigns for artificial birth control, so-called "safe
108 23 | industry self-regulatory bodies and public interest groups,
109 1 | and there in the growing body of literature arising from
110 10 | nature cannot and must not be bought or sold" and to avoid "an ?
111 10 | similar products of different brands, and advertising may attempt
112 14 | advertising. We shall speak briefly of three: truthfulness,
113 7 | others. Advertising can brighten lives simply by being witty,
114 20 | advertising, especially in broadcast media, as well as the content
115 12 | education, income, habits of buying and consuming, etc.) of
116 23 | conscientious advertisers may be called upon to make significant
117 1 | the same time, she also calls attention to moral principles
118 | cannot
119 12 | depicted as a masculine caricature, a denial of the specific
120 22 | and educational programs carried on by the Church, including
121 3 | confers upon advertisers carries with it serious responsibilities
122 19 | managers of the media which carry advertising to make known
123 13 | moral norms. That is the case, for instance, with the
124 10 | and services — that is, to cause people to feel and act upon
125 2 | institutions, programs, and causes; and — a phenomenon of growing
126 22 | Paul: that media comprise a central part of that great modern "
127 10 | interests after decades under centralized, state-controlled systems
128 23 | February 22, 1997, Feast of the Chair of St. Peter the Apostle.~+
129 6 | citizens in making political choices, guarantees to the governed
130 14 | seeks to move people to choose and act rationally in morally
131 1 | values and their ways of choosing and behaving. These are
132 1 | private sector, including the churches, and for public officials.~
133 17 | communication and the free circulation of ideas that further knowledge
134 16 | human weakness. In such circumstances, advertisements readily
135 6 | ensures the participation of citizens in making political choices,
136 23 | the common good.~Vatican City, February 22, 1997, Feast
137 12 | greatly contribute to the ?civilization of love'?"19~
138 16 | particularly vulnerable groups or classes of persons are concerned:
139 18 | external pressures — from the clients who commission their work
140 23 | involved in the process of commissioning and disseminating advertising
141 8 | nature, use advertising to communicate their messages — messages
142 22 | communications" with its "new ways of communicating... new languages, new techniques
143 9 | individuals and society.~Communio et Progressio contains this
144 10 | become so irresponsible that communities seeking to rise from poverty
145 16 | ends. Also, some of the comparatively little advertising directed
146 23 | publishing corrective notices, compensating injured parties, increasing
147 2 | by advertising aimed at competent adults.~Not only are many
148 18 | work as well as from the competitive internal dynamics of their
149 19 | willingness of advertisers to comply strictly with them. "It
150 3 | the size and demographic composition sought. This economic dependency
151 14 | and neighbor."22 Here we comprehend the deepest significance
152 8 | today a necessary part of a comprehensive pastoral strategy.10 This
153 22 | Pope John Paul: that media comprise a central part of that great
154 11 | require that office-seekers compromise their integrity and independence
155 16 | capacity to reflect and decide compromised."27~These abuses are not
156 17 | responsibility is such a broad concept that we can note here only
157 8 | toward the needy, messages concerning health and education, constructive
158 [Title]| V~CONCLUSION: SOME STEPS TO TAKE~
159 4 | unrelievedly negative terms. They condemn advertising as a waste of
160 13 | age-old realities of the human condition. In the past quarter century,
161 3 | of media and the power it confers upon advertisers carries
162 13 | problem which at one time was confined mainly to wealthy countries
163 14 | are destructive forces in conflict with human well being. That
164 5 | and which — provided they conform to moral standards based
165 13 | Advertising can be tasteful and in conformity with high moral standards,
166 4 | particular forms of advertising confront a society, a culture — other
167 13 | widespread and unfortunate confusion about moral norms, the communications
168 14 | to the call "to form our conscience, to make it the object of
169 23 | widespread and entrenched, conscientious advertisers may be called
170 13 | Today, too, some advertisers consciously seek to shock and titillate
171 17 | points out, solidarity is "a consequence of genuine and right communication
172 12 | patterns of consumption. Consider also the cultural injury
173 21 | the world of advertising. Considering advertising's social impact,
174 8 | institutions "follow with constant attention the development
175 14 | definitively illumines it in its constitutive elements and in its dynamism
176 17 | than to be and grow, man consumes the resources of the earth
177 12 | income, habits of buying and consuming, etc.) of the kinds of audiences
178 12 | destructive patterns of consumption. Consider also the cultural
179 9 | Communio et Progressio contains this summary statement of
180 17 | unsatisfying and in the end contemptible."30 Advertisers, like people
181 14 | what is good."23~In this context, the media of social communications
182 14 | make it the object of a continuous conversion to what is true
183 13 | with the advertising of contraceptives, abortifacients and products
184 13 | attitudes and forms of behavior contrary to moral norms. That is
185 5 | prudent consumer decisions, contributing to efficiency and the lowering
186 1 | call attention to positive contributions that advertising can and
187 17 | material abundance and the conveniences that technology makes available "
188 15 | expression, has its own conventions and forms of stylization,
189 14 | the object of a continuous conversion to what is true and to what
190 2 | a public notice meant to convey information and invite patronage
191 10 | persuade and motivate — to convince people to act in certain
192 1 | together and "help them to cooperate with his plan for their
193 19 | established so as to have the cooperation of the public in making
194 23 | for example, by publishing corrective notices, compensating injured
195 14 | If the media are to be correctly employed, it is essential
196 11 | happens when, for example, the costs of advertising limit political
197 6 | democratic system help to counteract tendencies toward the monopolization
198 2 | diverse. In general terms, of course, an advertisement is simply
199 10 | people to feel and act upon cravings for items and services they
200 5 | this can contribute to the creation of new jobs, higher incomes
201 9 | forfeit their good name and credibility. More than this, unremitting
202 16 | apparently tries to exploit their credulity and suggestibility, in the
203 15 | basis, starting point and criterion of discernment, judgment,
204 1 | of human endeavor, while criticizing policies and practices that
205 4 | techniques of every sort.~Some critics view this state of affairs
206 21 | media regularly review and critique the performance of advertisers,
207 10 | advertising, ignores this crucial fact.17~
208 17 | acquiring material goods and cultivating a lavish life style expresses
209 12 | traditional values in indigenous cultures. Today this kind of "domination
210 5 | development and the common good — currently seem to be "the most efficient
211 10 | objectively improper and often damaging to his physical and spiritual
212 13 | As reflections of the dark side of human nature marred
213 10 | needs and interests after decades under centralized, state-controlled
214 15 | not deliberately seek to deceive, whether it does that by
215 5 | higher incomes and a more decent and humane way of life for
216 16 | capacity to reflect and decide compromised."27~These abuses
217 14 | The Second Vatican Council declared: "If the media are to be
218 14 | to move people to do evil deeds that are self-destructive
219 14 | 22 Here we comprehend the deepest significance of human freedom:
220 1 | the Church is and must be deeply and sincerely concerned.~
221 20 | false advertising, narrowly defined. "By promulgating laws and
222 14 | having taken on human nature, definitively illumines it in its constitutive
223 16 | readily become "vehicles of a deformed outlook on life, on the
224 13 | can be vulgar and morally degrading. Frequently it deliberately
225 10 | consumerism," as Pope John Paul II delineated it when he said: "It is
226 15 | the right to information demands that the content of what
227 6 | can make a contribution to democracy analogous to its contribution
228 12 | masculine caricature, a denial of the specific gifts of
229 3 | composition sought. This economic dependency of media and the power it
230 12 | business or professional life depicted as a masculine caricature,
231 12 | advertising, is a frequent, deplorable abuse. "How often are they
232 9 | results such as those just described, it also can, and often
233 1 | accordance with his providential design, bring people together and "
234 16 | culturally disadvantaged seems designed to play upon their fears
235 17 | ecological concerns. "In his desire to have and to enjoy rather
236 17 | which wastes resources and despoils the environment offends
237 16 | respect the true dignity and destiny of the human person."28~
238 12 | developing nations in relation to developed ones," as well as a "concern
239 4 | and material resources are devoted to advertising. Advertising
240 1 | that the Church enters into dialogue with communicators. At the
241 20 | not seek to control and dictate policy to the advertising
242 | did
243 2 | that span the globe. It differs according to its intended
244 10 | state-controlled systems is made more difficult by advertising that promotes
245 10 | they do not need. "If ... a direct appeal is made to his instincts —
246 19 | with them. "It is up to the directors and managers of the media
247 12 | groups that places them at a disadvantage in relation to others. This
248 3 | 3. We disagree with the assertion that
249 15 | starting point and criterion of discernment, judgment, choice and action,
250 22 | practice moderation and discipline in their approach to the
251 18 | practice in advertising and to discourage the irresponsible.~
252 1 | subject of advertising is discussed.5 Now, prompted by the increasing
253 15 | taken into account when discussing truthfulness. People take
254 17 | life in an excessive and disordered way. ... Man thinks that
255 14 | who commission, prepare or disseminate advertising — are morally
256 23 | process of commissioning and disseminating advertising to eliminate
257 2 | while these purposes are distinguishable — both very often are simultaneously
258 3 | sometimes it presents a distorted image of reality.~Advertisers
259 2 | advertising is extremely broad and diverse. In general terms, of course,
260 1 | for their salvation."3~In doing so, the Church stresses
261 14 | them faithfully in this domain."21 The moral order to which
262 12 | cultures. Today this kind of "domination and manipulation" via media
263 3 | surrounding culture. No doubt advertising, like the media
264 16 | to goods or services of dubious value.~
265 18 | the competitive internal dynamics of their profession — can
266 14 | constitutive elements and in its dynamism of charity towards God and
267 | each
268 23 | sapiential traditions of East and West."37~We do not wish,
269 23 | functioning of a market economy, which is becoming more
270 8 | and helpful messages that educate and motivate people in a
271 19 | though, they are only as effective as the willingness of advertisers
272 5 | utilizing resources and effectively responding to needs" of
273 5 | can become a wholesome and efficacious instrument for reciprocal
274 5 | decisions, contributing to efficiency and the lowering of prices,
275 5 | currently seem to be "the most efficient instrument for utilizing
276 2 | relations (the systematic effort to create a favorable public
277 8 | to be done, many positive efforts of this kind already are
278 7 | art, with a vivacity and elan all their own.~
279 6 | the possibility both of electing and holding accountable
280 23 | Advertising is an important element in today's society, especially
281 14 | illumines it in its constitutive elements and in its dynamism of charity
282 23 | disseminating advertising to eliminate its socially harmful aspects
283 23 | expect, to see advertising eliminated from the contemporary world.
284 10 | questions that might prove embarrassing or inconvenient.~More often,
285 14 | hearts" (Rom. 2:15) and embodies the imperatives of authentic
286 5 | today either exist or are emerging in many parts of the world
287 11 | appeals more to people's emotions and base instincts — to
288 19 | their observance."33~We emphasize the importance of public
289 18 | and systems to support and encourage responsible practice in
290 3 | attitudes to be fostered and encouraged, promoting some while ignoring
291 5 | rom this point of view she encourages advertising, which can become
292 7 | view, and particularly by encouraging and making possible media
293 20 | progress are not gravely endangered' through misuse of the media."
294 1 | to other forms of human endeavor, while criticizing policies
295 14 | commercial or political endorsements, to the extent that they
296 16 | manipulate it to its own base ends. Also, some of the comparatively
297 19 | codes still better and in enforcing their observance."33~We
298 17 | his desire to have and to enjoy rather than to be and grow,
299 10 | in order to spend life in enjoyment as an end in itself."14
300 6 | democratic system inasmuch as it ensures the participation of citizens
301 1 | this spirit that the Church enters into dialogue with communicators.
302 7 | being witty, tasteful and entertaining. Some advertisements are
303 5 | that bring information, entertainment and inspiration to people
304 2 | of some person, group, or entity). In many cases, though,
305 23 | have become widespread and entrenched, conscientious advertisers
306 17 | resources and despoils the environment offends against important
307 4 | remarked, "No one now can escape the influence of advertising."
308 14 | correctly employed, it is essential that all who use them know
309 4 | time, talent and money — an essentially parasitic activity. In this
310 19 | already have been opportunely established so as to have the cooperation
311 9 | individuals and society.~Communio et Progressio contains this
312 19 | representatives should include ethicists and church people, as well
313 19 | the codes of professional ethics which already have been
314 8 | re-evangelization and new evangelization in the contemporary world."
315 22 | Besides using media to evangelize, the Church for her part
316 | every
317 10 | developing countries, where they exacerbate socio-economic problems
318 15 | rhetorical and symbolic exaggeration in advertising; within the
319 13 | sin, pornography and the exaltation of violence are age-old
320 7 | by supporting material of excellent intellectual, aesthetic
321 17 | earth and his own life in an excessive and disordered way. ...
322 23 | economic growth, in the exchange of information and ideas,
323 5 | network of relationships and exchanges between persons and social
324 14 | publishers, broadcasting executives, and others in the communications
325 7 | advertisers have an opportunity to exert a positive influence on
326 12 | indirect but powerful influence exerted by advertising upon the
327 23 | speech and communication exists, it is largely up to advertisers
328 13 | violence accessible to a vastly expanded audience, including young
329 5 | economic progress through the expansion of business and trade. All
330 23 | and certainly we do not expect, to see advertising eliminated
331 8 | manner which answers the expectations and needs of contemporary
332 14 | wrong to use manipulative, exploitative, corrupt and corrupting
333 4 | people who are not themselves exposed to particular forms of advertising
334 11 | being a vehicle for honest expositions of candidates' views and
335 17 | have a serious duty to express and foster an authentic
336 17 | cultivating a lavish life style expresses a false, destructive vision
337 20 | many places, can and should extend beyond banning false advertising,
338 1 | and by requests for a more extensive treatment, we turn again
339 14 | political endorsements, to the extent that they are involved in
340 14 | superficially glamorous people; in extreme cases, it may even involve
341 2 | field of advertising is extremely broad and diverse. In general
342 5 | persons and social groups....[F]rom this point of view she
343 17 | society alike.~When people fail to practice "a rigorous
344 15 | it implies, or by what it fails to say. "The proper exercise
345 8 | their messages — messages of faith, of patriotism, of tolerance,
346 14 | moral order and apply them faithfully in this domain."21 The moral
347 10 | and genuine development falls behind."16~Similarly, the
348 9 | hurt both individuals and families by making them ignore what
349 10 | brand loyalty," status, fashion, "sex appeal," etc.) instead
350 5 | The Church looks with favor on the growth of man's productive
351 2 | systematic effort to create a favorable public impression or ?image'
352 16 | designed to play upon their fears so as to persuade them to
353 23 | City, February 22, 1997, Feast of the Chair of St. Peter
354 23 | common good.~Vatican City, February 22, 1997, Feast of the Chair
355 10 | that is, to cause people to feel and act upon cravings for
356 12 | of the specific gifts of feminine insight, compassion, and
357 | few
358 8 | and radio broadcasting, film and audiovisual production,
359 23 | 23. In the final analysis, however, where
360 1 | apply to this field; and, finally, to suggest certain steps
361 18 | those who commission and finance their work but also to respect
362 13 | religion or treating it flippantly.~In cases of the second
363 23 | Peter the Apostle.~+ John P. Foley~President~+ Pierfranco Pastore~
364 8 | that Catholic institutions "follow with constant attention
365 23 | is a duty for Christians, followers of Christ, certainly; but
366 2 | advertising, we intend what follows to be applicable to them
367 1 | is a pervasive, powerful force shaping attitudes and behavior
368 14 | or they are destructive forces in conflict with human well
369 9 | advertising harm society and forfeit their good name and credibility.
370 14 | Christ, to the call "to form our conscience, to make
371 19 | should participate in the formulation, application and periodic
372 3 | values and attitudes to be fostered and encouraged, promoting
373 23 | information and ideas, and in the fostering of solidarity among individuals
374 14 | Within this very general framework, we can identify several
375 12 | and by advertising, is a frequent, deplorable abuse. "How
376 3 | can be both misleading and frustrating.~Advertising also has an
377 22 | part needs to grasp the full implications of the observation
378 14 | products — without their being fully aware that they are being
379 10 | Sometimes, too, the information function of media can be subverted
380 2 | the complex of commercial functions involved in transferring
381 1 | has sought to do so in a fundamentally positive manner, viewing
382 11 | on special interests for funds.~Such obstruction of the
383 | further
384 15 | and deliberately untrue. Generally speaking, though, the problem
385 3 | others. This selectivity gives the lie to the notion that
386 2 | campaigns that span the globe. It differs according to
387 7 | whose needs might otherwise go unserved.~Moreover, advertising
388 17 | own requisites and a prior God-given purpose, which man can indeed
389 6 | holding accountable those who govern them, and of replacing them
390 6 | choices, guarantees to the governed the possibility both of
391 13 | harmful to health, and with government-sponsored advertising campaigns for
392 15 | truthfulness. People take for granted some rhetorical and symbolic
393 22 | Church for her part needs to grasp the full implications of
394 20 | social progress are not gravely endangered' through misuse
395 12 | understanding, which so greatly contribute to the ?civilization
396 16 | to lust, vanity, envy and greed, and of techniques that
397 2 | image' of some person, group, or entity). In many cases,
398 6 | making political choices, guarantees to the governed the possibility
399 18 | 18. The indispensable guarantors of ethically correct behavior
400 12 | age, education, income, habits of buying and consuming,
401 3 | of possessions leads to happiness and fulfillment can be both
402 17 | concerns relevant under this heading to the question of advertising.~
403 14 | it is "written on their hearts" (Rom. 2:15) and embodies
404 8 | education, constructive and helpful messages that educate and
405 5 | improvements in existing ones, helping them to make informed, prudent
406 5 | the creation of new jobs, higher incomes and a more decent
407 6 | possibility both of electing and holding accountable those who govern
408 15 | moreover, be communicated "honestly and properly."25~To be sure,
409 16 | and suggestibility, in the hope that they will put pressure
410 11 | to selfishness, bias and hostility toward others, to racial
411 5 | incomes and a more decent and humane way of life for all. It
412 9 | arouse false wants that hurt both individuals and families
413 16 | These abuses are not merely hypothetical possibilities but realities
414 | I
415 14 | general framework, we can identify several moral principles
416 10 | sold" and to avoid "an ?idolatry' of the market" that, aided
417 10 | abetted by advertising, ignores this crucial fact.17~
418 [Title]| III~THE HARM DONE BY ADVERTISING~
419 4 | people — affected for good or ill by advertising messages
420 14 | human nature, definitively illumines it in its constitutive elements
421 13 | themes or use religious images or personages to sell products.
422 16 | 16. There is an "imperative requirement" that advertising "
423 14 | 2:15) and embodies the imperatives of authentic human fulfillment.~
424 22 | needs to grasp the full implications of the observation by Pope
425 15 | what it says, by what it implies, or by what it fails to
426 15 | can distort the truth by implying things that are not so or
427 10 | created which are objectively improper and often damaging to his
428 10 | developing countries to improve their standard of living.
429 5 | products and services and improvements in existing ones, helping
430 6 | values the democratic system inasmuch as it ensures the participation
431 16 | violated if man's lower inclinations were to be exploited, or
432 15 | and charity, complete. ... Included here is the obligation to
433 12 | patterns (age, education, income, habits of buying and consuming,
434 5 | creation of new jobs, higher incomes and a more decent and humane
435 10 | might prove embarrassing or inconvenient.~More often, though, advertising
436 1 | advertising is "steadily on the increase in modern society."1 That
437 13 | to promote products and inculcate attitudes and forms of behavior
438 11 | compromise their integrity and independence by over-dependence on special
439 12 | sound traditional values in indigenous cultures. Today this kind
440 18 | 18. The indispensable guarantors of ethically
441 18 | profession — can create powerful inducements to unethical behavior. That
442 3 | neglected, and the almost inevitable impression in commercial
443 23 | corrective notices, compensating injured parties, increasing the
444 15 | Second Vatican Council, insists that the content of communication
445 23 | sometimes done by advertising, insofar as that is possible: for
446 5 | information, entertainment and inspiration to people around the world.~
447 7 | society by uplifting and inspiring people and motivating them
448 7 | Some advertisements are instances of popular art, with a vivacity
449 8 | media "can and should be instruments in the Church's program
450 22 | It is also necessary to integrate that message into the ?new
451 11 | office-seekers compromise their integrity and independence by over-dependence
452 7 | supporting material of excellent intellectual, aesthetic and moral quality
453 10 | reality of the person as intelligent and free — then consumer
454 2 | methods of advertising, we intend what follows to be applicable
455 2 | differs according to its intended audience, so that, for example,
456 16 | responsible choice, his interior freedom; all these goods
457 18 | as from the competitive internal dynamics of their profession —
458 [Title]| I~INTRODUCTION~
459 16 | children and parents; it intrudes upon the parent-child relationship
460 12 | advertising contributes to the invidious stereotyping of particular
461 12 | treated not as persons with an inviolable dignity but as objects whose
462 2 | to convey information and invite patronage or some other
463 14 | extreme cases, it may even involve the use of subliminal messages.~
464 13 | obnoxious and offensive when it involves exploiting religion or treating
465 2 | it can be very complex, involving sophisticated research and
466 10 | people to act on the basis of irrational motives ("brand loyalty,"
467 10 | and act upon cravings for items and services they do not
468 [Title]| IV~SOME ETHICAL AND MORAL PRINCIPLES~
469 14 | moral response, in light of Jesus Christ, to the call "to
470 5 | contribute to the creation of new jobs, higher incomes and a more
471 15 | criterion of discernment, judgment, choice and action, there
472 10 | poor. "It is true that a judicious use of advertising can stimulate
473 21 | should make it a point to keep the public informed about
474 17 | circulation of ideas that further knowledge and respect for others."
475 22 | of communicating... new languages, new techniques and a new
476 12 | and moral standards and lapse into superficiality, tawdriness
477 23 | communication exists, it is largely up to advertisers themselves
478 12 | competition to attract ever larger audiences and deliver them
479 20 | defined. "By promulgating laws and overseeing their application,
480 3 | abundance of possessions leads to happiness and fulfillment
481 23 | reparations' is a matter of legitimate involvement not only by
482 12 | the tone and indeed the level of moral responsibility
483 15 | the individual and social levels, truth and freedom are inseparable;
484 3 | This selectivity gives the lie to the notion that advertising
485 10 | then consumer attitudes and life-styles can be created which are
486 11 | the costs of advertising limit political competition to
487 16 | to allocate some of their limited resources to goods or services
488 1 | there in the growing body of literature arising from the Church'
489 16 | some of the comparatively little advertising directed specifically
490 10 | is not wrong to want to live better; what is wrong is
491 7 | Advertising can brighten lives simply by being witty, tasteful
492 2 | Advertising can be very simple — a local, even ?neighborhood,' phenomenon —
493 5 | development. "The Church looks with favor on the growth
494 23 | always be ready to suffer loss and personal injury rather
495 12 | to the ?civilization of love'?"19~
496 16 | would be violated if man's lower inclinations were to be
497 12 | communications media in general are lowered.~All too often, advertising
498 5 | contributing to efficiency and the lowering of prices, and stimulating
499 10 | irrational motives ("brand loyalty," status, fashion, "sex
500 9 | pressure to buy articles of luxury can arouse false wants that
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