An ad campaign is probably trivialising what was clearly a campaign not to sell a product but to advocate for the traditional liturgy when the tide was perceived to be turning against it. The average person in the pew might believe the Church went from the old Mass to the new almost overnight. Seen in the context of the entire history of the Church some might argue it was little short of overnight. Nevertheless there were 5 years of official transition from the old liturgy to the new, with a new Ordo Missae in 1965, which was further reformed in 1967. Contiguous with this official universal reform was a melange of official, semi-official, unofficial and illicit experimentation and adaptation. Most of this was centred on and moulded by the local churches, almost invariably involving the introduction of the vernacular to the Mass to greater or lesser degrees.
In 1967 the Latin Mass Society had clearly taken fright. Continue reading “An Ill-Starred 1960s Ad Campaign”