In Defense of Advertising

Jerry Kirkpatrick

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.

In Defense of Advertising by Jerry Kirkpatrick
Meet the Author
Jerry Kirkpatrick

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

Visit his blog.

Mises Daily Jerry Kirkpatrick
I realize that many teachers today would consider it demeaning to be called a “peddler” — even a peddler of knowledge and ideas. I consider it a badge of honor. In a free market in education, teachers would be sales reps for their schools. Catering to needs and wants is the challenging task of, first, identifying the needs and wants of one’s customers, then carefully crafting products that will meet those needs and wants. The teacher who does this successfully year after year is a peddler par excellence and deserves praise.
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TLJ Books, Claremont, California, 2007