Polonia Sacra, 2002, R. 6 (24), Nr 10 (54)

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Ligęza, Kazimierz (Wydawnictwo Naukowe Papieskiej Akademii Teologicznej w Krakowie, 2002)
It is difficult to imagine our modem world without advertising. We encounter it everywhere. Advertising dominates especially mass media, with which it is closely associated. Big influence of the contents of advertising on mentality and morality of contemporary man was bound to evoke considerable interest of the Church. Numerous documents Magisterium Ecclesiae, in which the complex phenomena of the world of advertising are discussed, are a proof. Assuming positive approach towards electronic media the Church sees in them a great opportunity to preach the Good News, also within the media. Guarding integral development of man and his supernatural vocation, however, the Church points out, among other things, the dangers resulting from uncritical reception of the contents of advertising. To play a positive role in social life advertising has to observe moral order in the first place. This includes respect of man's dignity and care for the truthfulness of advertisements. Hence, an indispensable warrant of proper influence of advertising business is a wellformed, responsible conscience of this sector's employees and moral maturity of recipients of advertisements.