Abstract

Observers, including the Catholic Church, have consistently demonstrated a keen ability to identify instances of rhetoric, such as advertising, that are distasteful or offensive. Although they have not necessarily characterized such endeavors as immoral, I submit that a developing notion of “natural rhetoric” may permit such criticism by contextualizing rhetoric as natural, unnatural or even perverse. Following this approach I assert that natural rhetoric, in service to reason, makes possible the apprehension of the basic good of societas. Consequently, rhetoric of the unnatural variety undermines this teleological purpose; when conceived as a perversion it might not only undermine the mission of natural rhetoric, but it might do so in such a way that it harms one or more individuals. After articulating and testing this exploratory thesis with two exemplars, I offer implications for Thomistic natural law and for those who formulate the Catholic Church’s positions on social communications.