The informative and persuasive functions of advertising: A moral appraisal — A comment  

Oleh:

Emamalizadeh, Hossein

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 4 no. 2 (Apr. 1985), page 151.
Topik: Advertising; Moral Appraisal; Rational Persuasion

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This paper argues that the informative and persuasive dichotomy of advertising is an empty concept. All advertising messages perform only one function and that function is to persuade. It is pointed out that in a moral appraisal of an advertising message, a distinction between rational and irrational persuasion can be made. Rational persuasion is consistent with the autonomy of the consumer and hence moral. Some forms of irrational persuasion may have an adverse effect on consumer autonomy and, therefore, should be viewed as immoral.

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