Branding has long been seen as an effective means of marketing products. The use of brand-based marketing campaigns, however, has come under intense scrutiny over the past 10 years for its power to facilitate deception and emotional manipulation. As a way of proceeding through the many differing moral assessments, this paper turns for insight to the tradition of writing on social ethical issues within the Roman Catholic Church. The author suggests that Catholic Social Teaching offers a distinctive approach to advertising ethics that charts a middle course between the two poles of the debate on branding. This article introduces readers to the approach to advertising developed within Vatican documents on media, highlighting the basic values at stake and the particular moral norms for advertising that are articulated. The article then applies these values and norms to the case of brand-based advertising, ultimately suggesting that advertisers approach their work through the virtue of solidarity. [ABSTRACT FROM AUTHOR]

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