The Making of Self and World in Advertising  

Oleh:

Waide, John

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 6 no. 2 (Feb. 1987), page 73-80.
Topik: Making of Self; World in Advertising

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.6 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In this paper I will criticize a common practice I call associative advertising. Briefly, association advertising induces people to buy (or buy more of) a product by associating that market product with such deep-seated non-market goods as friendship, acceptance and esteem from others, excitement and power even though the market good seldom satisfies or has any connection with the non- market desire. The fault in associative advertising is not that it is deceptive or that it violates the autonomy of its audience - on this point I find Robert Assington;s arguments persuasive ('Advertising and Behavioral Control'), Journal of business ethics 1 (1982), I will argued againsts associative advertising by examining the virtues and vices at stake. In so doing, I will offer an alternative to Arrington's exclusive concern with autonomy and behavioral control. My main critism is two-fold: (a) Advertisers must surely desensitize themselves to the compassion, concern, and symphathy for others that are central emotions in a virtuous person, and (b) associate advertising influences its audience to neglect the non market cultivation of our virtues and to substitute market goods instead, with the result that we become worse and, quite likely, less happy persons.

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