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In Defense of Advertising is a theoretical defense 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 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 refute the charges and put forth a positive moral evaluation of advertising's role in human life. The author defends advertising because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists.
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"This excellent, thought-provoking book thoroughly debunks popular, hostile misconceptions about consumer advertising, all of which boils down to the notion that advertising is a coercive, offensive, monopolistic force which must be heavily regulated by the government. An important advancement in the theory of advertising and its relationship to society."-The Journal of Consumer AffairsAbout the Author:
Professor Emeritus of International Business and Marketing at California State Polytechnic University, Pomona (aka Cal Poly Pomona). See blog at https://jerrykirkpatrick.blogspot.com.
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Book Description Tlj Books, Claremont, California, U.S.A., 2007. Soft cover. Condition: New. No Jacket. First Paper. "Integrates the epistemology, ethics, and political philosophy of Ayn Rand with the economics of Ludwig von Mises to provide a theoretical foundation for the applied sciences of marketing and advertising." Refutes criticisms of advertising and deals with issues of fraud, deception and offensiveness in advertising. 200 pages, preface, bibliography, index. Paperback re-issue of book published in hardcover in 1994. Published @ $16.95. Seller Inventory # 016010
Book Description TLJ Books, 2007. Paperback. Condition: New. Seller Inventory # DADAX0978780302
Book Description Kirkpatrick Books, 2007. Condition: New. book. Seller Inventory # M0978780302
Book Description TLJ Books, 2007. Paperback. Condition: Brand New. 200 pages. 8.75x5.75x0.50 inches. In Stock. Seller Inventory # zk0978780302
Book Description Kirkpatrick Books, 2007. Paperback. Condition: New. Never used!. Seller Inventory # P110978780302
Book Description Kirkpatrick Books, 2007. Paperback. Condition: New. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Seller Inventory # 0978780302n
Book Description Condition: New. New. Looks like an interesting title!. Seller Inventory # M-0978780302