Saturday, March 24, 2012
Ceremonial Notes for Holy Week Liturgies for Servers


Our friends over at Romanitas Press have again put together serving notes for those saying the Traditional Latin Mass for Holy Week.  Pass these documents along to any sacristans, servers, or priests that you think may benefit from this. Do note however these are for the 1962 Missal and are not for the pre-1955 Holy Week that is the more traditional Holy Week Liturgy.

Click here to read their ceremonial notes.
Read more >>
Friday, March 23, 2012
Our Lady of Victories (March 23) for Hungary

Historically today is the feast of Our Lady of Victories, (there are nine seperate days in honor of Our Lady of Victory, the main being October 7) Today's feast commemorates the victory in Hungary. On August 6, 1716, Prince Eugene of Savoy defeated a large invading Ottoman army at Peterwardein, Hungary. The victory set the stage for the reconquest of Hungary from the Turks.



Excerpted from The Catholic Southern Front Dispatch Chapter 9/32 - Hungary invaded:

In 1432, John Hunyady, a Catholic Hungarian national distinguished himself at the Siege of the Szendro Castle in Hungary. For this very reason King Sigismund appointed him as one of his royal counselors. John Hunyady later became Count of Temes and supported the election of Wladislaw III of Poland, to the throne of Hungary. For supporting the Polish King, Hunyady was proclaimed Commander of the Fortress of Belgrade and Voivode of Transylvania. John Hunyady was privately devoted to the Blessed Virgin and prayed for her intercession during the wars against the Ottoman powers. Victories always occurred, following his prayers to Our Lady. In 1441, the Hungarians were victorious against the Ottomans at Szendro, at Maros-Szent-Imre in 1442, and captured Sofia in Bulgaria in 1443. In 1453, the Ottoman Islamists invaded the Christian territories, conquering Constantinople. Churches were demolished and the Byzantine Cathedral, referred to as Saint Sophia’s Cathedral, was desecrated and converted into a mosque. Following the fall of Constantinople, Sultan Mehmet II prepared for war against Hungary.

In 1454, Serbia fell to the Ottoman Sultan. Together with the Franciscan monk, Father John Capistrano, John Hunyady marshaled an army at Szeged, and won back the territory at Szendro. The Ottomans pressed forward and Hunyady defended the Southern border of Hungary. Father Capistrano was ordered by the Catholic Pontiff to preach a crusade against the Ottoman invaders. On July 21 and 22, Father Capistrano and John Hunyady lead the Hungarian troops to battle. Invoking the name of Jesus Christ and his Blessed Mother, Father John urged the troops and led them to victory. The cleric was hailed as the ‘Apostle of Europe’ for the victory delivered on July 21, halted the Islamic Ottoman expansion for another seventy years. In 1690, Father Capistrano was canonized. Both Father Capistrano and John Hunyadi died shortly following the Battle at Belgrade where the miraculous intervention of the Blessed Virgin took place.

John Hunyady experienced defeats and was at least twice captured by his enemies, in 1458 his second son became King of Hungary. Following the victory at Belgrade, in recognition of the heavenly aid granted by Our Lady, Pope Callistus III ordered the daily Angelus to be recited at midday, for that was the hour the Ottoman forces were defeated. In modern times the prayer of the Angelus is recited at midday commemorating the Catholic victory at Belgrade and in honor of Our Lady. Apart from Father Capistrano, a second Franciscan who saved Hungary from similar invasions was the Capuchin Father Mark D’Aviano. Following the successful defense in Vienna of 1683, the Battle of Budapest in Hungary, was the next place where the Ottoman Scimitar was to fall. Budapest capitulated to the Islamic Empire and a triple ring of fortifications was constructed around the city. The city’s Catholic Cathedral, dedicated to Saint Stephen, was similarly to Constantinople’s Saint Sophia, profanely converted into a mosque. Holding a large banner bearing the Image of Saint Joseph, Father Mark ran into the thick of battle. Once the bastions were breached, Father Mark entered the breach intending to reach the profaned cathedral. Fearlessly, ignoring the thundering cannons, he sang litanies to the Blessed Virgin and by evening he placed the banner of Saint Joseph in the reconquered cathedral. Following this victory, Catholic churches were once again rebuilt in this land and a short period of peace ensued. At the Battle of Essech, Father Mark encouraged the generals by assuring them a speedy victory. He postulated that in order to defeat such a formidable enemy, the recourse with confidence to the God of the Heavenly Hosts was necessary, “…without whom all human endeavor is vain.”(1) Although he was a cleric, Father Mark D’Aviano did not neglect the necessary and essential preparations for properly training troops, stocking ammunition, defining supply lines, speed when marching, efficient spying and the maintenance of a good diplomatic rapport between the Christian leaders. He advocated that: “The leaders must fight with upright intentions and not out of jealousy, pride, or personal interest.”(2) Belgrade was the next battle scene. When exposed to the grandiose power of the Ottoman forces the Catholic leaders faltered and hesitated, Father Mark insisted that even if such odds were against them, the Christians would be victorious. According to Father D’Aviano, armies could do nothing against the Ottoman Turk, but if Our Lady was worthily honored, she would intercede for victory. The battles were indeed won and the Ottomans ousted. In 1699, the Turks signed the Peace of Karlowitz. That same year Father Mark D’Aviano, passed away peacefully.

The son of Prince Eugene Maurice of Savoy was born in 1663 and named Eugene after his father. Throughout his early youth he brought himself as an exemplary Catholic. Many at court thought that Eugene was destined at becoming an abbot, in fact he was referred to as the ‘petit abbe’ or the ‘little abbot.’ To the court’s surprise, Eugene developed a liking for the military but was denied entrance by the king. Eugene left France to enroll within the Austrian military, and was deployed where the most need was required, that meant against the invading Ottomans. In 1683, Eugene distinguished himself at Petronell and was appointed Commander of a Dragoon regiment. He served against the Ottomans at Buda and Belgrade. In 1690, the Ottoman Turks recaptured Belgrade and Eugene defeated the Ottomans at the Battle of Zenta. The 1699, the ‘Treaty of Karlowitz’ followed the victory. After Karlowitz, a short time of peace was welcome, unfortunately, the Ottoman Empire was not true to the treaty. The Empire ignored its pledges of Peace and invaded the West, retaking Morea from Venice in 1714. The Austrians declared war on the Ottoman Empire on April 13, 1716. Prince Eugene of Savoy defeated the Ottoman Turks at the Battle of Peterwardein on August 5 (Feast of Our Lady of the Snows) and Temesvar on the morrow of the Feast of Our Lady of the Pillar, October 13, 1716, he captured Belgrade. In 1716, the Battle at Peterwardein witnessed an Ottoman army consisting of 40,000 Janissaries, 20,000 Sipahis and 10,000 Tartars under the command of Grand Vizier Damad Ali. Battles started on August 3, and on August 5 the Austrian counter-attack under Prince Eugene began. The Austrians attacked by encircling the Sipahis and the Tartars, who gave way to the superior, disciplined army. Following this victory, Eugene attacked the Ottoman camp and was supported by the firing cannon of six frigates from the Danube River. In the Ottoman camps many were slain, including Damad Ali, their Commander. An event which was considered unusual for the time and season of the year, was a heavy snowfall on the morning of August 5, which covered Peterwardein. Prince Eugene sought the intercession of Our Lady of the Snows and following this victory granted by Our Lady’s intercession; he commemorated this event by ordering the construction of a church on Tekije Hill. The church overlooks the battlefield and is today known as ‘Our Lady of Tekije’ and ‘Our Lady of the Snows.’ The church is used both by the Roman Catholic and Orthodox denominations. On the morrow of the Feast of the Assumption of 1717, on August 16, the Ottoman forces were ousted from Belgrade. At the Treaty of Passarowitz on July 21, 1718, the Ottoman Empire ceded the Banat, Serbia, a portion of Bosnia and Vallachia to Austria.

Excerpted from The Catholic Southern Front Dispatch Chapter 9/32 - Hungary invaded
Read more >>
SSPX's new Priority in Nigeria set to open in August

I would like to direct your attention to the short newsletter to the Friends of Nigeria published by St. Michael's Priority of the Society of St. Pius X. I wish to quote from the opening of this newsletter.  Please do read the remainder online and consider sending in a tax-deductible donation to help support this new priority in its missionary work of saving souls.  All donations are appreciated and very much needed.

What would have happened to the young Christian communities of the first centuries if the Second Vatican Council had happened around 70 or 80 years after the Apostles’ preaching? The question seems astonishing. However, this is the sad history of the Roman Catholic Church in Nigeria. The Catholic evangelization of Nigeria started in 1884 in the Niger Delta with the African Missions of Lyon, and in 1889 in Biafra with the Holy Ghost Fathers. These first missionaries spread out over the whole country during the first half of the 20th century, taking precedence over animism in the south and over Islam in the north, and competing with the Methodists who had started their propaganda in 1874 in Lagos. We then saw in Nigeria the joy of a new born Christianity enthusiastic in discovering the basics of the Faith, the knowledge of Our Lord and Our Lady, the devotion to the Holy Mass, and the devotion to the Papacy. A wonderful Christian civilization started to dawn and to gain ground on the fetishes and witchcraft, which the new Christian could hardly forsake.

But the Second Vatican Council takes place between1962 - 65, with its religious freedom, ecumenism,  collegiality, “novus ordo” Mass and inculturation. Henceforth, the hierarchy of the Catholic Church teaches that all religions are equal, that we have the same God as the Muslims, the same cult as the Protestants and that a certain wisdom is to be found in pagan superstitions. Worse still, one must dialogue with these false religions and adapt Catholic belief with the cult of the animists. And to compound the scandal for the African people who are traditionally so respectful of any authority, collegiality deprives the Pope and the bishops of their authority! This Council and its reforms have been disastrous for the Kingdom of God, so much so that, as a poison exudes drop by drop, these reforms have slowly but surely been imposed in Nigeria. For instance, Communion in the hand was only introduced in 2008.
Read more >>
Thursday, March 22, 2012
Blessed Columba Marmion on Living a Daily Catholic Life


1. The substance of every seriously devout life is the faithful accomplishment of God's known will. This will is manifested in a) the Commandments b) the Evangelical counsels c) for us, in our Rule and the orders of Superiors.  All the rest is accidental, and of more or less importance according as it helps us do what is substantial.

2. Fidelity to religious duties, Divine Office, mental prayer, spiritual reading is the source of the strength we need to carry out this will of God.  That is why, although these practices are not the substance of sanctity, negligence in these duties leads inevitably to the more or less grave violation of the intrinsic obligations, and to the ruin of spiritual life.

3. True love of God in the heart of one who has gravely sinned ought to take the form of compunction.  Not that compunction ought to be the exclusive form, but the basis, the point to which he returns: "DAILY to confess one's past sins with tears and sighs to God."

4. When one has sinned much, he ought not to be surprised to find himself deprived of savor and sweetness in his devotions.  This lost grave must be expiated or redeemed by long fidelity.

5. Among the practices of piety, the most fruitful is the union of our life and sentiments with those of Jesus Christ.  "Let this mind be in you, which was also in Christ Jesus."  "No man cometh to the Father but by Me."  "I am the Way."

Source: Union with God: Letters of Spiritual Direction by Blessed Columba Marmion.
Read more >>
Words of Inspiration: March 22, 2012

"In the spiritual reality of the church, neither Marcel Lefebvre, nor his bishops and priests, nor the people who frequent the SSPX chapels suffered or suffer excommunication. I believe history will record that the intent to impose such an excommunication was invalid and illicit."

- Father Malachi Martin
Read more >>
Wednesday, March 21, 2012
Video: Monastery of Saint Benedict in Nursia



The Monastery of Saint Benedict in Nursia, dedicated mostly to the Traditional Latin Mass and exclusively to the Traditional Benedictine Divine Office, has produced a special 40-minute documentary about their inspiring life seeking Almighty God in the birthplace of Saint Benedict and Saint Scholastica. The above is the trailer version.

In the Jubilee year 2000 the monks of Norcia breathed new life into the birthplace of St Benedict. Armed with only their faith and zeal they founded a monastic community which has been attracting men from all over the world to follow St. Benedict's ancient Rule. Many of their friends have long wanted an insight into the inner workings of their life and so they have produced this high quality up to date film which shows the monks as they go through the daily ora et labora. The title of the film, "Quaerere Deum", means to Seek God. This is the true calling of all monks, the first and most essential quality of an authentic monastic vocation, as laid out in the Rule of our Holy Father St. Benedict.

For information, please contact:

Monastary of San Benedetto
monastero@osbnorcia.org
Read more >>
Pope Pius XII on St. Benedict March 21, 1947


St. Benedict by Georges Jansoone


Like a star in the darkness of night, Benedict of Nursia brilliantly shines, a glory not only to Italy but of the whole Church. Whoever considers his celebrated life and studies in the light of the truth of history, the gloomy and stormy times in which he lived, will without doubt realize the truth of the divine promise which Christ made to the Apostles and to the society He founded "I am with you all days even to the consummation of the world."[1] At no time in history does this promise lose its force; it is verified in the course of all ages flowing, as they do, under the guidance of divine Providence. But when enemies assail the Christian name more fiercely, when the fateful barque of Peter is tossed about more violently and when everything seems to be tottering with no hope of human support, it is then that Christ is present, bondsman, comforter, source of supernatural power, and raises up fresh champions to protect Catholicism, to restore it to its former vigor, and give it even greater increase under the inspiration and help of heavenly grace.

Encyclical of His Holiness Pope Pius XII On St. Benedict March 21, 1947
Read more >>
Tuesday, March 20, 2012
Should Traditional Catholics Attend the Novus Ordo?


In recent news, Catholics may have seen that the Institute of Christ the King encourages concelebration in the Novus Ordo with bishops (source).  In Msgr. Rifan's scandalous defense of concelebration, he says, "I do not see why we should, if it were asked of us, reject this sign (concelebrating- sign of communion with the bishop)" (note: this is an English translation of the Spanish text)

This is just one example to show you that the Institute and by far the vast majority of other non-SSPX orders are attached to the Tridentine Mass for a feeling of nostalgia or "preference." This is not what makes someone a Traditional Catholic.

A traditional Catholic knows that a Catholic can not attend a Novus Ordo, or go to a Novus Ordo ordained priest, or support religious liberty, ecumenism, or collegiality. Why is this?  Because in so doing, they are denying the Traditional dogmas and authority of the Universal Church on ecumenism, religious liberty, and even on the propitiatory nature of the Sacrifice of the Mass.  In the Novus Ordo, unlike the traditional Roman Rite (and other Traditional Rites), the word propitiatory does not appear in the beginning of the Novus Ordo Roman Missal's doctrinal exposition.

The very nature of the Novus Ordo Sacraments, while not necessarily invalid (but questionable in many instances), bear in them the theology of the New Rite and the Post Vatican II Church.  To frequent these Sacraments is to mix the good, true, and beautiful with that which is present in the New Sacraments: novelty.  By receiving the Novus Ordo Sacraments, you profess your Communion in and with the beliefs of the Novus Ordo Church, even those beliefs that are flawed.

His Grace Bishop Williamson comments in his "Eleison Comments" #241 in February 2012 the following:
For instance a Protestant may believe in God, he may even believe in the divinity of the man Jesus of Nazareth, but if he does not believe in the Real Presence of God, body, blood, soul and divinity, beneath the appearances of bread and wine after their consecration at Mass, then he has a profoundly different and deficient concept of the love of Jesus Christ and of the God in whom he believes. Can one then say that the true Protestant and the true Catholic believe in the same God ? Vatican II says one can, and on the basis of supposedly more or less shared beliefs between Catholics and all non-Catholics, it builds its ecumenism. On the contrary Dr Schüler illustrates by a series of comparisons that what may look like the same belief, when it forms part of two different creeds, is not really the same at all. Here is one illustration: oxygen molecules mixed with nitrogen are the selfsame molecules as when compounded with hydrogen, but they are as different in the two cases as the air we breathe (O + 4N) from the water we drink (H20)!
Even a number of priests offering the Traditional Sacraments (e.g. the FSSP) were ordained in the Novus Ordo ordination rite.  And many priests (non SSPX that is) that happen to have received traditional ordinations, received them from bishops who were themselves ordained to the episcopacy in the Novus Ordo.

Oil and water do not mix just as theological novelties and the unerring, immutable, eternal Truths of the Catholic Faith.

Just to summarize, this particular issue is one of great complexity and no one post can do justice to the situation to explain it fully in terms of its philosophical, theological, and societal implications.  I merely wish to raise the question that very few Traditionalist raise, namely, whether or not Traditional Catholics should (or can) attend the Novus Ordo.

The following segment of What We Have Lost...And the Road to Restoration helps to give a concise overview of the depths of the problem.


I would invite all of you to also read Why You Should Not Attend the Novus Ordo. This particular document helps go in more detail with the problems inherent in the Novus Ordo.  An additional resource is the Society's page: Is the New Mass Legit? As said by His Excellency Marcel Lefebvre, "The Novus Ordo Missae, even when said with piety and respect for the liturgical rules, is impregnated with the spirit of Protestantism...it bears within it a poison harmful to the Faith"
Read more >>
Monday, March 19, 2012
Pope offers plenary indulgence to all who attend opening of first church in Britain dedicated to Extraordinary Form

Pope Benedict XVI is offering a Papal Blessing with an attached Plenary Indulgence for all the faithful who attend the grand opening of the Shrine Church of Ss Peter and Paul and St Philomena, New Brighton, Wirral, on March 24

The Mass will mark the opening of the shrine church following the closure of the parish church in 2008 amid rising maintenance and repair costs.

The shrine church will be a special place of prayer and devotion open every day for adoration of the Most Holy Eucharist.

The church will also serve as a centre in the Diocese of Shrewsbury for the celebration of the Holy Mass and other sacraments in the Latin Extraordinary Form of the Roman Rite.

The Parish of Holy Apostles and Martyrs is served from the Parish Church of English Martyrs and Father Philip Moor, the parish priest, will assist at the opening Mass.

Source: Diocese of Shrewsburg

(Pictures of Canon Olivier Meney of the Institute of Christ the King Sovereign Priest, celebrating Mass in the Weekday Chapel of Ss Peter and Paul and St Philomena, New Brighton, and of the dome of the shrine church by Simon Caldwell, St Gabriel News and Media)
Read more >>
Saturday, March 17, 2012
Euclid: Father of Catholic Mathematics



If any of you are homeschoolers, you may be familiar with Khan Academy, a website in which high quality and free video content from a wide variety of subjects (earth sciences, mathematics, physics, business taxation, art, etc) is distributed.  In the above video from the Khan Academy, you can listen to a basic overview of Euclid, the Father of Geometry.

Yet, I suggest that Euclid, who lived nearly 300 years before the advent of Christ, is to be considered the Father of Catholic Mathematics.

Some anti-Catholics may think that I am choosing a pagan mathematician to be the "Father of Catholic Mathematics" because there simply are no successful Catholic mathematicians. After all, don't all Catholics reject science and empirical study in order to blindly follow the teachings of the Pope and factual inaccuracies (e.g. orbit of the Earth)? To this group of depressed and ill-informed individuals, I'd like to direct you to "How the Catholic Church Built Western Civilization," in which Dr. Woods expounds upon the varied, significant, and priceless contributions of Catholics to mathematics, science, industrial production, art, charity, and a whole host of other worthy endeavors.

My choosing of Euclid to be the Father of Catholic Mathematics, albeit an informal title, is not in the least because there are few Catholic mathematicians. I believe that Euclid is the true precursor to the Catholic mathematician.

Euclid's systemic demonstrations of geometry - including planar geometry, three-dimensional geometry, and number theory - expressed in his Elements is one of the greatest collection of mathematics (if not the greatest) ever produced. By some estimates, Euclid's Elements is second only to the Sacred Scriptures as the most printed book in human history.

Lincoln himself toward the end of the video at the beginning of this post expressed his admiration for Euclid. In fact, it was held, up until the modern era, that a man was not educated if he had not read, studied, and memorized some of the proofs of Euclid!

But what is it that makes Euclid the "Father of Catholic Mathematics"?  It is a two-fold comparison that I would like to illustrate.  First, I wish to illustrate that the very foundations of Euclidean geometry parallel the foundations for Catholic theology. 

Now you might be surprised by this assertion.  After all, how does geometry compare to Theology?  Well, let's take a step back.  What is the underpinning of Theology?  Well for anyone that has studied it, we would recognize Philosophy as the underpinning of Theology.  One does not study Theology without first studying Philosophy. 

Axioms & First Principles

But how is geometry and philosophy both connected?  Euclidean geometry consists in assuming a small set of intuitively appealing axioms, and deducing many other propositions (theorems) from these.  In Euclid's method, the most basic of axioms include:
  1. Things that are equal to the same thing are also equal to one another.
  2. If equals are added to equals, then the wholes are equal.
  3. If equals are subtracted from equals, then the remainders are equal.
  4. Things that coincide with one another equal one another.
  5. The whole is greater than the part.
In a similar manner, philosophy is based upon "first principles."  What are "first principles"?   According to Collins English Dictionary – Complete and Unabridged, first principles are "one of the fundamental assumptions on which a particular theory or procedure is thought to be based, also called axioms".

Both in Euclidean geometry and philosophy are based on the notion of using a small set of axioms to come to knowledge of a larger body of knowledge!  In philosophy, we have the following axioms as first principles:
  • The principle of noncontradiction: the same thing cannot both be and not be at the same time and in the same respect. The same proposition cannot be both true and false.
  • The principle of excluded middle: Either a thing is or it is not, there is no third possibility. (Tertium non datur: a third is not provided.)
  • The principle of the reason of being (the principle of intelligibility): being is intelligible to the human intellect and as an object of intellection it can be explained ontically only through being, and so it cannot be identified with non-being. Every being has a reason of its existence either in itself or in something else.
  • The principle of finality: Every agent acts for an end.
  • The principle of causality: Every effect has a cause.
  • The principle of identity: Every being is that which it is. Each being is separated in its existence from other beings.
Both Euclid and St. Thomas can be said to use the same thought process in their respective disciplines to come to greater knowledge.  Yet, while this is certainly interesting, is it possible to observe Euclidean geometry actually affecting Catholic practices and thought, rather than merely sharing a common method?  Absolutely, and to that we now turn.

Euclidean Geometry in Cathedrals

Hugh McCague of York University in "A Mathematical Look at a Medieval Cathedral" explains the importance of geometry in the building of Cathedrals.  Rather than simply re-writing what has already been written, I'd like to direct you to that link.  In the article, you will note that Euclid's Elements is cited as the important precursor to the practical geometry that was of central importance in the building of some of the greatest Cathedrals ever made for the honor of God.

Simply put, every Catholic, whether he is a mathematician, artist, architect, student, or average layperson should be familiar with the works of Euclid.  Euclid's theories truly impacted the construction of Catholic architecture for centuries.

Conclusion

The website Much More About Math (Editor Note: website no longer exists) does a good job at summarizing the importance of Euclidean geometry:
Geometry holds great importance in the forever-expanding world of mathematics. It enables us to picture what is happening in problems we may encounter in the study of mathematics. The study of geometry helps us develop the ability to visualize shapes, volume, area, and so on. Geometric proofs play an important role in the expansion and understanding of many branches of mathematics, from Venn diagrams in set theory to area under the graph in calculus.

One must realize that probably the most important reason a mathematician and/or non-mathematician should understand geometry is the use of deductive thinking and logic. For the mathematician, the use of logic and deductive thinking is important especially in such courses as finite mathematics. For the non-mathematician, logic and deductive reasoning could play a role in doing such courses as Philosophy.

Geometry holds great importance in the forever-expanding world of mathematics. It enables us to picture what is happening in problems we may encounter in the study of mathematics. The study of geometry helps us develop the ability to visualize shapes, volume, area, and so on. Geometric proofs play an important role in the expansion and understanding of many branches of mathematics, from Venn diagrams in set theory to area under the graph in calculus.

One must realize that probably the most important reason a mathematician and/or non-mathematician should understand geometry is the use of deductive thinking and logic. For the mathematician, the use of logic and deductive thinking is important especially in such courses as finite mathematics. For the non-mathematician, logic and deductive reasoning could play a role in doing such courses as Philosophy.
Below you can find through Amazon.com all of the contents of the Elements in English.  This set of three books is also added to my Wishlist so if any reader would be so kind as to purchase these three for me, know that I would be extremely grateful.

Read more >>


Copyright Notice: Unless otherwise stated, all items are copyrighted under a Attribution-NonCommercial-NoDerivatives 4.0 International License. If you quote from this blog, cite a link to the post on this blog in your article.

Disclosure of Material Connection: Some of the links on this blog are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. As an Amazon Associate, for instance, I earn a small commission from qualifying purchases made by those who click on the Amazon affiliate links included on this website. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”