Background Information
Whether advertising reflects cultural values, shapes them, or both, many people have often pointed out that a substantial number of advertisements present values and goals that are in conflict with traditional values. One place where traditional values are embodied is in the Seven Deadly Sins and the Seven Virtues. As you can see by the examples below, many advertisements have reversed traditional values by recommending the indulgence of the Seven Deadly Sins and by recommending the opposite of the Seven Virtues.
| Pride | Pride goes before a fall | You deserve it; have it your way; you are unique; we do it all for you |
| Anger | Don’t let the sun go down on your anger | Get revenge, kick some butt |
| Avarice | Don’t be greedy | Get rich quick; stock up now; collect them all |
| Gluttony | Stop eating while you are still hungry | All you can eat; indulge yourself |
| Lust | Chastity is a virtue | Get lucky |
| Envy | Envy is a green-eyed monster | You’ll be the envy of your friends; don’t be left out |
| Sloth | The early bird gets the worm | Pretend you’re working |
| Prudence | Look before you leap, study to be wise | Just do it; why wait; act now |
| Temperance | Moderation in all things | Too much is not enough; get all you can |
| Justice | Do unto others as you would have them do unto you | Look out for number one; get them before they get you; crush the competition |
| Fortitude | Be brave, courage is noble | It’s not my fault; call us and sue |
| Faith | Faith is the evidence of things not seen; have faith in God | You can believe in this product; believe only in yourself |
| Hope | God holds the future | Live for today; hurry before it’s too late; get it while you can |
| Charity | Love your neighbor as yourself | Charity begins at home |
Assignment
For this assignment, find a total of fourteen magazine advertisements, seven that promote one of each of the Seven Deadly Sins and seven that promote the opposite of one of each of the Seven Virtues. Create a notebook (either with sheet protectors or a presentation book), which presents the advertisement on the right side and on the left side a printed page with the sin named and a sentence or two description of how the advertisement promotes the sin or the opposite of the virtue. As an option, add appropriate Biblical texts relating to the sin or virtue. Note that the idea promotion may appear in the form of claims (words), pictures, or association (between words and pictures, for example). Be sure you include a title page and check spelling and grammar carefully.
(maximum extra credit: 15 points)