Advertising and the virtues

Here is Canada's foremost naysayer, David Warren, on advertising:

The secret of advertising, in a largely post-Christian society, is to use a semblance of the theological virtues against the actual cardinal virtues. That is to say, the advertising propagandist must try to convince the prospective purchaser of mass-market goods that he may enjoy a mild parody of faith ("it's the real thing"), hope ("you can lose 10 kilos"), and charity ("make them smile"), if he will only abandon the sales resistance that comes from prudence, justice, temperance and courage.