Rorate Caeli

You report: Promotional Posters for the Traditional Latin Mass

From Una Voce Quad Cities:

Our Una Voce chapter is launching ... an ad campaign, thumbnails attached.
These ads are designed to expose as many as possible to the beauty of the TLM, to inform them about its status in the Church, and to invite them to attend the TLM nearest them. We plan on releasing versions of these ads in local papers, on internet sites, in 16x20 posters, etc. and also making versions (with modified information) available for a nominal fee to other groups promoting the TLM.


  1. What a brilliant slogan!

  2. Joe B3:13 PM

    For such a tiny faction of the church and one without any of the funding advantages of the larger segment, we sure seem to make a relatively large impact in the U.S.! There's certainly something greater at work here than mere human effort, Deo Gratias.

  3. Tremendously fine work. Whoever is/are the brilliant mastermind/masterminds behind this, it is first-rate work, and will have a real impact, I predict.

    I for one am definitely going to be in touch about acquiring some of these for my own Una Voce chapter.


  4. I hope these are available in Spanish!

    Thank you Mr. Palad for the posting.

    Great tool.

    Que Dios te bendiga.



  5. A reminder, perhaps, that American culture and English culture are far removed! This would be poorly received chez nous as "corny".

  6. Anonymous9:19 PM

    All the trad communities should be doing this, they also should be asking Catholic Radio in their area to give them an hour of air time for the EXTRAORDINARY RITE HOUR, maybe the different trad orders can provide tapes for the show. In San diego the Classical Music Station occasionally carries a HIGH SUNG MASS, perhaps other trads groups should do likewise. Promote, Promote Promote!!!!!!

  7. Absolutely extraordinary views of the most beautiful liturgy! May God reward you for posting this. I hope you don't mind me passing this along to my blog readers. Benedicamus Domino.

  8. Anonymous12:03 AM

    Yes, Anon 21:19, now that you mention it, we are treated as second class citizens. I doubt very much if our local EWTN-affiliated radio station would give us the time of day-too divisive you know. Plus, our present Bishop would probably have a fit. Our only ER Mass is kept so secret that you only learn of it by word of mouth.

    Strange days in Holy Mother Church!

  9. Anonymous1:04 AM

    Absolutely, brilliant!

    I would love to see that as part of something similar to the the "Catholics Come Home!" campaign.

  10. "I hope you don't mind me passing this along to my blog readers..."

    We don't mind at all! Just credit Una Voce Quad Cities

  11. Anonymous2:43 AM

    So Awesome!

    I was reading your webpage, you should ask the Bishop to pray for the success of your campaign... that wasn't on your list of things to do in relation to the campaign.

    Berni, I'm not on your side of the pond, why would the English view this as corny? (Just asking, I understand how these cultural things work, just not picking up on this one).

  12. Anonymous 00:03

    That's how it is in my town, too. Only one "unofficial," private mass.

  13. Simply excellent with brilliant insight.

    Michael F Brennan
    St Petersburg FL

  14. Anonymous7:23 PM


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  15. pclaudel7:41 PM

    Corny the advertisements certainly are, but corniness is hardly the full extent of the problem. The ads are utterly wrongheaded--or better put, they are not really ads at all. They are posters.

    Begin with the basics. An ad is a marketing tool; its aim is to attract and win over the unaware, the wavering, and the hostile. It enters a rough-and-tumble world where the competition for the buyer’s attention is hotly contested and where, without a strong first impression, the game is lost before it has begun. Unless, however, the impression once made quickly and convincingly leads the target to a sense of what he is being asked to buy, he will simply move on. That is, the established principle that one sells the sizzle, not the steak, only makes sense when steak is what’s being sold.

    In a good ad, the link between appearance and substance is perceived as both clear and honest, no matter how superficial the former (“I get it: the steak will taste as good as the sizzle sounds”; “I get it: a babe like that will find me attractive if I drive this really hot car”). In a bad ad, no such perception takes root; the target may sense that he is not being sold what he thought he was, or he may simply fail to grasp what is for sale.

    One need only look at the reactions on this thread to see that the Una Voce ads are less ads than posters: they merely reassure the already convinced. “Dignified, reverent, tastefully dressed--yeah, that’s us!” Why would a Conciliar Catholic--he is the target, right?--even grasp what’s being flogged? Why does the marketer assume that the target’s all-consuming gripe is that he is being forced to accept a liturgy that isn’t, well, dignified and reverent and where the entertainers and those entertained aren’t tastefully dressed? Far too much, in fact, is being assumed. Indeed, the very point in argument is being taken for granted. Absent any displayed contrast between, say, a Novus Ordo clown mass and a typical True Mass, why should not the target assume that, when he turns the page, the ad will turn out to be an invitation from Air Ruritania to take a shrine tour in the Balkans?

    Of course, completely unmentioned thus far is the quite incredible assumption that anyone will get the truly corny altar/alter pun. In a world in which most American neocatholics are “educated” in schools, public and otherwise, where correcting a student’s spelling is an attack on his self-esteem, only a fool would bet that more than a tithe of the audience will even react to the word. With insiders seemingly so obtuse to custom and mannerly conduct, ought one to assume that outsiders will be ready and eager to have their view “altared”?

  16. Rick DeLano8:16 PM

    Thanks pclaudel. You have convinced me. I am ordering at least a dozen of the posters.

  17. My rant, concerned as it was less with substance than form, failed to note the most disturbing aspect of the Una Voce ads: the clear sense they impart that in dignity, reverence, and suitable attire are to be found the distinguishing marks of the True Mass (or of whatever it is the target understands is being sold).

    For months and years commenters on this site have taken pains to point out that the core problem with the Novus Ordo Missae is that it embodies, emblematizes, and teaches new, different, and misleading doctrine. Thus, the ads’ failure to draw attention to that fact, directly or implicitly, limits or negates their merit and utility for anyone who wishes to see the True Faith restored.

    P.S. Because of a moderator’s edit, the last sentence of my rant seems semantically unconnected with what precedes it. The moderator interpreted a sloppily phrased anecdote as a rude swipe at another commenter. Whatever his reaction or that of any other reader, the excised copy was not intended as anything of the sort.

  18. Dear Pclaudel,

    The ads, my dear chap, are aimed at morons like me.

    While those with stiff upper lips find them vulgar and tasteless, those hungering and thirsting find them beacons of light.

    In my home parish, which is a National Hispanic parish, things have gotten so bad, Mexicans have walked out of Baptism classes disappointed by what they know is not Catholic.

    There is a quiet majority awaiting the day when Freemasonic Roman Protestantism is put to flight.

    These ads fulfil the supreme law of Holy Mother Church:

    On that day, we will not be judged by what we have said, or learned, or argued; we will be judged by what we have done.

    The gentlemen of Rorate Caeli have done well. They are an example for us all.

    May God our Lord in his infinite and supreme goodness be pleased to give us his abundant grace, that we may know his most holy will, and entirely fulfill it.


  19. Anonymous10:27 PM


    You make many assumptions. Do you live in the diocese? The target audience is most likely the people who would implicitly understand the ad but aren't aware of the Mass. It is not an ad designed to seize marketshare from the Novus Ordo.

  20. Anonymous11:13 PM


    Perhaps they are aiming more for the low hanging fruit first?

    With viral marketing, for example, one targets those that are interested in viral marketing (since most viral marketing is pretty transparent)-- they find that they either self identify with the narrative put forth, or find an appeal in the proposed narrative/alternate reality/life story.

  21. Pablo: I addressed neither you nor anyone else on this thread in a patronizing manner--i.e., as "my dear chap" or the like. I'd be glad to have you return the favor henceforward.

  22. Anonymous 22:27: Sir, I am aware of having made no assumptions whatsoever beyond those stated in my two posts. Please be good enough to enlighten me if you think otherwise.

    I know nothing of the diocese in question, nor did I suggest that I did. In light of the line of reasoning I took--one not locale-dependent--I fail to see how my ignorance matters. I am happy to grant that my hunch is that the diocese in question is as much of a shambles, religiously speaking, as my own (the Archdiocese of New York) or any other American diocese about which I know anything. Still, to repeat what I said above, since my analysis of the ads was not locale-dependent, I don't see how my being 100 percent wrong about the religious conditions there or elsewhere would affect the analysis in the least.

    After looking yet again at the ads, I am convinced that Berni's characterization--corny--is the most that can be said for them.

  23. Anonymous 23:13: You could well be right about the ads' primary targets, and I see nothing amiss in the rest of your analysis, either. Right or wrong, though, it is the nature of the appeal that the ads adumbrate that leaves me as distressed now as it did several hours ago.

    May I use an example to underline my point? As most habitués of this site know, Mr. Perkins spends a remarkable amount of time tracking scheduled celebrations of the TLM in North America and elsewhere. He noted in a dozen or more recent threads that its spread has slowed practically to a halt during the past year. While reasonable men will differ as to the cause or causes, I myself think that the disappearance of the novelty factor is one of the most important. Even the thirst for dignity and reverence in divine worship can regress to novelty status (and hence quickly pale) unless what is perceived to be at stake is bigger, richer, and more crucial than dignity and reverence alone. Remember, if you will (I certainly do), that one of the selling points of the post-VII "reforms" was that they enriched Catholic life and worship by making them relevant and immediate rather than old-fashioned (for which read "dignified") and outdatedly stiff (for which read "reverent"). Everything is subject to change and corruption in this vale of tears.

    Finally, does it require stating that my dislike for the ads is not meant as an affront to those who like them? It isn't. (Nothing you wrote, by the way, suggests that you hold that view.) Nor am I immune from the appeal of beauty, good taste, proportion, and dignity; far from it. These are, however, not the granite on which the Church, the victim of the council's nuclear winter, needs to be rebuilt.

    I think I've said more than enough for one evening.

  24. Sue Donim12:24 PM

    For whatever it's worth, I generally agree with you. The posters are an admirable and beautifully executed attempt at reaching out to the unconvinced, and I heartily applaud the creators for the attempt. However, for the reasons you stated I agree that they probably will miss their mark. But I have no doubt that the follow-up campaign will take full advantage of the feedback from this one and result in more effective material. Everything is an evolutionary process.

  25. The posters are a direct challenge to the Bishops and the laywomen who have for years rammed the Novus Ordo and its de-catechizing down the throats of humble, obedient Catholics.

    For many years the Faithful have been told not to attend the Holy Sacrifice for no other reason than hatred of Christ and His Church. What other reason could they have for doing so? His Holiness Pope Benedict XVI: "The Tridentine Mass was never abrogated". I'm stupid and I knew that. How could thousands of Bishops not know?

    Now we have a U.S. Senator that has died; he divorced, remarried, and will be given a funeral Mass. Could this happen in a Traditional Church? No. He would be declared a public sinner even before his death and refused Communion, were he to attend an SSPX Mass especially. In the Novus Ordo? Sure, no problemo.

    People have found Baptism is no problem either. Novus Ordo: Co-habitating godparents? No problem. And so on. Could you Baptize a child in the Traditional Church if you are co-habitating? Absolutely not.

    These posters will eventually cause the Bishops to denounce them or tell the Faithful the Truth: the Holy Sacrifice was never abrogated. A Bishop that allows the Tridentine Mass in order to get a Cardinal's Hat will soon be found out. Everything has to change, not just the Mass. No more women priestettes, no more Eucharistic Ministers, no girl altar boys, and a real Catechism has to be taught. And no more girly men prancing about. Or butched out women.

    These posters are a learning process that is long overdue.

    A man was dying of thirst in the desert. Coming upon a man also in the desert, he begged for water. The other man took his bottle of water and emptied it upon the ground. "I am sorry, my good man, but this water did not meet my standards". So it is with those that criticize the cold ice cream.

    And they never do anything to aid those that hunger and thirst. Nothing.

    To be Truly ignorant, Man requires an Education. Let us pray for the Holy Father, humility, and poverty.


  26. Awesome, and very encouraging to see good graphic design. Well done.

  27. For our intentions in designing and implementing this ad campaign, please see:

    Joe Hebert
    Una Voce QC


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