The Seven Deadly Sins

As Promoted by Advertising Firms

From about the 4th century CE, Christianity has reserved a classification for a particular kind of sin or transgression that is an abuse or an excessive version of our natural human abilities or passions. The seven failings in this group have come to be known as the Seven Deadly Sins. Their familiar order is Luxuria (extravagance, later lust), Gula (gluttony), Avaritia (greed), Acedia (sloth), Ira (anger), Invidia (envy), and Superbia (pride). They progress from the least harmful (or most understandable) to the most harmful. For over a millenium Christians have attempted to avoid these failings and instead practice their opposites, the Seven Holy Virtues (chastity, abstinence, temperance, diligence, patience, kindness, and humility). The history of humanity is rife with evidence that we''re not very good at avoiding these sins.

So in 1987, Harper's Magazine, recognizing the lure of these temptations, asked leading Madison Avenue advertising firms to develop ad campaigns promoting the Seven Deadly Sins. The images they came up with are below.