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| Tekijä: | Laczniak, G. R. |
| Otsikko: | Reflections on the 1997 Vatican statements regarding ethics in advertising |
| Lehti: | Journal of Public Policy and Marketing
1998 : FALL, VOL. 17:2, p. 320-324 |
| Asiasana: | Advertising Ethics |
| Kieli: | eng |
| Tiivistelmä: | In February 1997, the Vatican Pontifical Council for Social Communications issued a 35-page pamphlet, which provides a religion-based commentary on the ethics of advertising. This document is composed of five sections that endeavour to treat the economic, political, cultural, and moral dimensions of advertising as they affect society. Although the thematic tone of the writing is difficult to capture by excerpting a few paragraphs, the following quotations sample the rhetorical sense of the essay: (A) On advertising in developing countries: "serious harm can be done them if advertising and commercial pressure becomes so irresponsible that communities seeking to rise from poverty to a reasonable standard of living are persuaded to seek this progress by satisfying wants that have been artificially created" (Section 10). (B) On the relationship of advertising and the media: "In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted-in fact pressured, subtly and not so subtly-to set aside high artistic and moral standards and lapse into superficiality, tawdriness, and moral squalor" (Section 12). (C) On the morality of advertising: "Advertising can be tasteful and in conformity with high moral standards, and occasionally even morally uplifting but it can also be vulgar and morally degrading..." (Section 13). |
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