As a result of previous discussion on this blog, I invited one of our regular commentors, Anthony Chelette, who works as an advertising agency art director, to read the Pontifical Council on Social Communications document Ethics In Advertising and write his thoughts on it as a person working in the field. He was kind enough to do so, and thus results the following guest post.
I’d like to thank Anthony for taking the time to read the document and write this response over the last several weeks. I hope this will lead to fruitful discussion and greater understanding of the field and this response to it.
–Brendan Hodge (DarwinCatholic)
Certain ideas are intrinsically a part of being American. Liberty. Individualism. Capitalism. But often another ‘ism’— consumerism— is associated with the American experience. Catholics appropriately abhor what consumerism is — an insatiable search for happiness through material gratification— and some point a finger at advertising as a pusher for ‘unneeded’ products of questionable value. Such opinion holds advertisers partially responsible for behavior that distracts from moral progress and discourages the ordering of economies.
The Church has always had a keen eye on how the desire for material satisfaction erects walls between the human person and his true destiny in Heaven. Jesus himself recognized that love for possessions easily make men willing slaves. Suddenly, man is more obedient to besting his Guitar Hero score than Christ’s teachings.