Kat Cafaro

sin•dicate

Descended from Roman Catholic theology, the ‘Seven Deadly Sins’ are a destructive set of qualities. Derived from biblical text, they cause religious individuals to question their own integrity and pollute the essence of humanity. The sins – pride, lust, greed, envy, sloth, gluttony, and wrath – all play separate parts within the human psyche and religious beliefs to lead the individual astray from God’s teachings and towards the hand of the Devil [1]. These antagonistic traits are commonly portrayed in plays, literature, and artwork from the Middle Ages in Europe. This trope continues to be prevalent in contemporary media including movies, photography, and music. With sin•dicate I intend to convey the hidden sins, that might arise from companies’ immoral decisions, to put them into a less flattering light, and showcase marketing schemes for what they are – manipulative tactics that influence the public to purchase or interact with their products. These companies’ identities and behaviors justify the sins within the audience’s psyche who internalize those beliefs, creating a new cycle of personal indignities within society. Companies make the largest annual profit possible based on how their audience responds. The cycle continues as trends change and adapt to the new generational ethics and behaviors that are created through advertising, without legitimately identifying and connecting with those morals independently. Many consumers are faced with an uncomfortable yet familiar ultimatum: they must decide whether to consume ethically and morally, or go with what is cheap, easy and trendy. Many choose convenience, cost, and the latest craze, and do not have the time to process how detrimental these fast-paced purchases and decisions are to the planet and its people. Knowledge is power; I hope that my thesis decodes these sins and shows what each of the companies encapsulates.

[1] Britannica Academic, s.v. "Seven deadly sins," accessed February 26, 2022, https://academic-ebcom.aurarialibrary.idm.oclc.org/levels/collegiate/article/seven-deadly-sins/487312.