Therefore, advertisers have a moral duty to create tasty, witty, entertaining advertisements when this is reasonable, and to avoid tawdry, superficial and morally squalid advertising when that can be avoided. The burden of proof would be upon the advertisers to show why in any particular case the demand to make advertising tasty, witty, and entertaining was an unreasonable demand, or why tawdry and superficial advertisings couldn't have been avoided.