In Defense of Advertising: Arguments from Reason, Ethical Egoism, and Laissez-faire Capitalism [Anglais] [Broché]

". . . an important advancement in the theory of advertising and its relationship to society."

"Scholarly . . . easy to read . . . rich with information and supported by numerous references."

". . . In Defense of Advertising is a very enjoyable and intellectually stimulating read. Not only does the book provide a number of powerful practical arguments, truly indispensable for anyone trying to take a hard-hitting stand against the opponents of marketing, but it also puts the somewhat neglected discussion of advertising in the very forefront of the battle for a free market economy. . . . [The book] has passed the [test of time] quite successfully."

"I was surprised at how much enlightening content Kirkpatrick was able to pack into a short book . . . In Defense of Advertising gives us, perhaps for the first time, a proper moral not merely `practical' justification for advertising, just as Ayn Rand did for capitalism and egoism . . . This is a book well worth reading--one that fully lives up to its advertised claims."

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.