charity feigned

The Latin word fictus means “to form” and is the root for fiction, which is formed in the imagination. Today, I learned a new Latin phrase, in caritāte non ficta – in charity unfeigned. Unfeigned means sincere. I have been searching for a way to describe the insincere charity of numerous commercials. Now I have it. Commercials are designed to sell us something, not boast of charity, and when I see a boast, I will say to myself, “in caritāte ficta.”