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

Description

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.

Jerry Kirkpatrick is professor of international business and marketing at California State Polytechnic University, Pomona, and author of In Defense of Advertising: Arguments from Reason, Ethical Egoism, and Laissez-Faire Capitalism

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Pace this work, Return to Order argues that advertising is pathological, creating "frenetic intemperance" (cf. ch. 13 "The Exhaustion of Materialism", esp. ref:41.1-18, esp. § "Advertising: Marketing Dissatisfaction").