Profane Advertising

Several months ago an advertising campaign was released that disrespects something sacred to Catholics: the altar and the figure of the Holy Father. It caused widespread displeasure among Venezuelans, above all among Catholics, who made their anger known in their parishes and on social media. Now we are seeing it again on some TV channels.

I think those who created, approved and paid for this advertising are deeply ignorant of what respect for religion means. Nor do they know what an altar means, and much less do they understand that the Holy Father is not just an attractive world figure (one you cannot play around with) but the Vicar (“the one who stands in for”) of Christ on earth. He is the head of the religion founded by Our Lord Jesus Christ: “You are Peter, and on this rock I will build my Church” (Mt 16:13-20).

Now let me explain what an altar means, drawing in my own words on the Eucharistic Manual given to the 1,500 participants in the recent Fourth National Eucharistic Congress. The Manual explains that during the Eucharistic celebration the altar is the principal symbol of Christ, since the liturgy calls the Lord our “priest, victim and altar” (Easter Preface V) (p. 44).

At the same time, it says, the altar recalls the Last Supper and is, as Saint Paul puts it, “the table of the Lord” (1 Cor 10:21). That is why, from the very beginning of Mass, the altar is honored with signs of the deepest veneration: when the priest and ministers reach it they make a profound bow, and the priest goes up to the altar and venerates it with a kiss (GIRM 84-85) (ibid.).

And to those responsible for the advertising I offer something truly divine. The Manual explains that the priest, laying his hands over the offerings, asks the Holy Spirit, who brought about the Son’s incarnation in the womb of the Virgin Mary, to come down now upon the bread and wine and work their transubstantiation, turning these gifts offered in sacrifice into the body and blood of Christ himself (cf. Heb 9:14; Rom 8:11; 15:16). This “sacrifice of our faith” takes place on the altar, which must be respected and venerated at all times; otherwise one commits a profanation.

Do you see now why it is so serious to trivialize something as sacred as an altar? Do you realize that disrespecting the Catholic religion, which millions of people profess and revere, the symbols of its Faith and its “visible head” (the Pope), is not some harmless little game?

I invite those responsible for this advertising to attend one of the many thousands of Masses celebrated every day in our country (they can go to the parish nearest their home) and see how many Catholics, young and old, show great respect and reverence for the sacraments and symbols of their Faith.

Remember that many Catholics (especially young people, of whom there are many in our country) will very soon be starting well-founded families and will need to furnish their homes. It will be very hard for them to buy anything for their home that reminds them of a profanation.

So my advice is this: out of respect for the Catholic religion, for the Holy Father and for Venezuelan Catholics, and for the good of your own company, cancel this advertising immediately and make a more creative one using the many beautiful landscapes of Italy you have to choose from.