A theoretical defense of advertising, this book is based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It presents the foundations of advertising to be reason, ethical egoism, and laissez-faire capitalism, and its theme is that the so-called social and economic criticisms of advertising are false because they are based on an unrealistic philosophic and economic world view. The author defends advertising because it appeals to the self-interest of consumers and promotes profit-making gains for capitalists. (Amazon.com)

Comments on In Defense of Advertising:

“. . . a unique, well-crafted, and timely book defending the existence of advertising to its many and varied critics. . . . If you buy Rand, you must clearly buy Kirkpatrick’s dismantling of the critics. . . . well worth the read for any academic, practitioner, or researcher interested in advertising, the philosophy of science, marketing’s background in economic exchange, or simply for its fine writing.”
—Journal of the Academy of Marketing Science, Spring 1995

“Congratulations on producing an interesting and passionate defense of advertising. . . . Well done.
—Shelby D. Hunt, Jerry S. Rawls and P. W. Horn Professor of Marketing, Texas Tech University, March 1995

“The author combines his knowledge of marketing with Randian philosophy and Misesian economics to create a truly powerful and compelling case for advertising. The general reader will benefit from the author’s ability to distill the criticisms of advertising and his responses to them to their most fundamental form while the specialist in marketing, economics, and philosophy will gain a working knowledge of the other disciplines as they relate to advertising.”
—The Freeman, June 1995

“Kirkpatrick presents a compelling defense of advertising as an institution in this intellectually challenging book. . . . His analysis combining reason, ethical egoism, and laissez-faire capitalism is solid. . . . an important advancement in the theory of advertising and its relationship to society.”
—Journal of Consumer Affairs, Summer 1995

“ . . . a highly sophisticated theoretical thesis . . . . [This defense] stimulates the reader to reflect on many social, economic, and moral issues.”
—Southern Business and Economic Journal, October 1995

“Every advertising professional is required, at some point, to come out in defense of his or her activity—even within each one’s confines of family or circle of friends—and this book In Defense of Advertising provides us with all the thoughts we need. In fact, it is well worth reading even for purposes other than mustering defensive arguments, for this is a book which gives us a better understanding of what we do.”
—Roberto Duailibi, President, DPZ Propaganda, São Paulo, Brazil. From the Foreword to Em Defesa da Propaganda, Portuguese translation published in Brazil in 1997

“For those who study advertising and ponder its social and economic effects, [this book] provides an intriguing and well-articulated challenge to what has become the common wisdom in these matters. . . . Kirkpatrick charges all of us to rethink our assumptions and [he] provides the historical and philosophical ammunition to do it.”
—The Journal of Media Economics, 11(2) 1998

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

PDF format, 1.6MB, 203Pages. Provided by Mises.org.

Contents:
Preface, Paperback Edition 13
Preface, 1994 16
1. The Original Sin of Capitalism 21
The Assault on Consciousness 22
The “Social” and Economic Criticisms of Advertising 24
The Nature of Marketing and Advertising 27
The Power of Ideas 32
2. Two Philosophic World Views 37
The Authoritarianism of the Critics’ World View 37
The Liberalism of the Alternative 47
The Critics vs. Reason 54
Appendix: The Fallacies of Myopic Marketing 55
3. The Alleged Coercive Power of Advertising 64
“Subliminal” Advertising Allegedly Deceives and
Manipulates 64
“Persuasive” Advertising Allegedly Creates the Needs
and Wants It Aims to Satisfy 67
Fraud, Puffery, and the Federal Trade
Commission 72
Contents
Preface, Paperback Edition 13
Preface, 1994 16
1. The Original Sin of Capitalism 21
The Assault on Consciousness 22
The “Social” and Economic Criticisms of Advertising 24
The Nature of Marketing and Advertising 27
The Power of Ideas 32
2. Two Philosophic World Views 37
The Authoritarianism of the Critics’ World View 37
The Liberalism of the Alternative 47
The Critics vs. Reason 54
Appendix: The Fallacies of Myopic Marketing 55
3. The Alleged Coercive Power of Advertising 64
“Subliminal” Advertising Allegedly Deceives and
Manipulates 64
“Persuasive” Advertising Allegedly Creates the Needs
and Wants It Aims to Satisfy 67
Fraud, Puffery, and the Federal Trade
Commission 72

About the Author
JERRY KIRKPATRICK is Professor of Marketing at California State Polytechnic University, Pomona.

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