“Does not the Church of Jesus Christ teach modesty of dress? Does not the Church of Jesus Christ teach us to avoid the evil designs of the world?
“Why then must an arm of the Church of Jesus Christ resort to the use of base carnal appeal in their advertising?
“The enclosed LDS Business College advertisement (Daily Utah Chronicle, 30 November 1966) is most distasteful. I find it to be most offensive.”
— Salt Lake man complaining to a Church official
The ad:
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Regrettably, meanies have stolen content from Keepa in the past! I'm confident you will choose honesty and cite this page like this:
MLA: Parshall, Ardis E. ""Base Carnal Appeal in Their Advertising," 1966." Keepapitchin.org, 07 Mar 2023, https://keepapitchinin.org/2023/03/07/base-carnal-appeal-in-their-advertising-1966/.
APA: Parshall, A. (2023, Mar 07). "Base Carnal Appeal in Their Advertising," 1966. Keepapitchinin.org. https://keepapitchinin.org/2023/03/07/base-carnal-appeal-in-their-advertising-1966/
HTML: <a target="_new" href="https://keepapitchinin.org/2023/03/07/base-carnal-appeal-in-their-advertising-1966/">"Base Carnal Appeal in Their Advertising," 1966</a>
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I was on deployment in Colombia a little over 15 years ago. For the first time going “down range”, I was able to attend a local branch. I would carry a bag with my books in one pouch and my sidearm in another. Anyway, in one sacrament meeting, the branch president’s wife was giving a modesty talk. Keep in mind, this was in the foothills of the Andes in the rainy season, and people dressed for the conditions. She covered (pun intended) all the usual notes: tummies, shoulders, etc., all while wearing the tightest blouse in the room. She was covered from head to toe, but was still showing off everything she had.
I hate modesty talks, because they focus on women’s clothing and forget about flashy cars and fancy houses. Modesty isn’t simply covering up (in spite of decades of dumbing it down so), it’s an attitude of humility, and its opposite isn’t immodesty, it’s showing off. This became especially clear to me when I asked my kids, both in their early teens, and independent of each other, “What’s the first thing you think of when I say ‘modesty’?” And they both said, without hesitation or knowing what the other had replied, “tank tops.” It was so depressing that they’d both been taught – not by me – that such an ennobling concept had been reduced to a particular item of women’s clothing. This is why Church can only provide supplemental instruction to family instruction.