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In defense of advertising : arguments from reason, ethical egoism, and laissez-faire capitalism

Author: Jerry Kirkpatrick
Publisher: Westport, Conn. : Quorum Books, 1994.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Additional Physical Format: Online version:
Kirkpatrick, Jerry.
In defense of advertising.
Westport, Conn. : Quorum Books, 1994
(OCoLC)622804463
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jerry Kirkpatrick
ISBN: 0899308554 9780899308555
OCLC Number: 28798180
Description: xiii, 168 pages ; 25 cm
Contents: I. The original sin of capitalism. 1. The assault on consciousness ---
2. The "social" and economic criticisms of advertising ---
3. The nature of marketing and advertising ---
4. The power of ideas ----
II. Two philosophical world views. 1. The authoritarianism of the critics' world view ---
2. The liberalism of the alternative ---
3. The critics vs. reason ---
Appendix: The fallacies of myopic marketing ----
III. The alleged coercive power of advertising. 1. "Subliminal" advertising allegedly deceives and manipulates ---
2. "Persuasive" advertising allegedly creates the needs and wants it aims to satisfy ---
3. Fraud, puffery, and the Federal Trade Commission ----
IV. The alleged offensiveness of advertising. 1. The moral issue ---
2. The legal issue ----
V. The economic foundations of advertising: Three views. 1. The neoclassical school ---
2. The Chicago school ---
3. The Austrian school ---
4. The doctrine of pure and perfect competition ----
VI. Refuting the doctrine of pure and perfect competition. 1. The reductio ad absurdum ---
2. The epistemological issue ---
3. Ayn Rand's epistemology ---
4. Attacking perfect competition's underlying premises ----
VII. The alleged monopoly power of advertising. 1. Advertising allegedly erects barriers to market entry ---
2. Advertising allegedly increases prices ---
3. Advertising creates value ---
4. The meaning of monopoly power ----
VIII. The benevolence of advertising.
Responsibility: Jerry Kirkpatrick.

Abstract:

This theoretical defence of advertising is based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It defends advertising and its appeal to the rational self-interest of consumers  Read more...

Table of Contents:

by jkirkpa380 (WorldCat user on 2005-12-07)

The Original Sin of Capitalism Two Philosophic World Views The Alleged Coercive Power of Advertising The Alleged Offensiveness of Advertising The Economic Foundations of Advertising: Three Views Refuting the Doctrine of Pure and Perfect Competition The Alleged Monopoly Power of Advertising The Benevolence of Advertising

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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, Read more...

 
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