In Defense of Advertising: Arguments From Reason, Ethical Egoism, and Laissez-Faire Capitalism - Hardcover

Kirkpatrick, Jerry

Hardcover

ISBN 10: 0899308554 ISBN 13: 9780899308555

Publisher: Praeger Publishers Inc, 1994

Synopsis

This book is a theoretical defense of advertising, based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It argues that the proper foundations of advertising are reason, ethical egoism, and laissez-faire capitalism; its theme is that the so-called social and economic criticisms of advertising are false because they are based on a false philosophic and economic world view. Only an alternative world view can validly refute the charges and put forth a positive moral evaluation of advertising's role in human life. The author defends advertising precisely because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists.

About this title

About the Author

JERRY KIRKPATRICK is Professor of Marketing at California State Polytechnic University, Pomona. His publications have appeared in the Journal of Advertising, Marketing Theory: Philosophy of Science Perspectives, Managerial and Decision Economics, Developments in Marketing Science, Vol. IX, and The Mid-Atlantic Journal of Business. In addition, he has contributed an essay to Business Ethics and Common Sense, Robert W. McGee, ed. (Quorum Books, 1992).

Edition details

• Publisher: Praeger Publishers Inc
• Publication date: 1994
• Language: English
• ISBN 10: 0899308554
• ISBN 13: 9780899308555
• Binding: Hardcover
• Number of pages: 186