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Advertising John Waide.docx

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Department
Philosophy
Course
Philosophy 2074F/G
Professor
Prof
Semester
Fall

Description
Advertising John Waide -Recall there are seven diff types- today focusing on associating -induces ppl to buy by associating that product w/ such deep-seated non-market goods as friendship, acceptance, esteem, power, excitement, etc -prob not b/c deceptive or violating autonomy but by examining virtues and vices at stake -says cases where autonomy violated rare, but more NB don't display right moral virtues VIRTUE THEORY -not about duties; rights, consequences, rules (talked about Kantiasm and consequentialism (hedonism) -but what makes us have good characters? not about acts but about the characters that give rise to certain acts -virtue ethics much older in history -1) Can be described as another part of normative ethicsc: -axiology studies what makes things (ie pleasure or knowledge) good or bad -normative ethics of behaviour studeies what makes actions (e.g murder/charity) right or wrong -virtue ethics studies what makes the character traits of people (eg bravery, greediness) virtuous or vicious -can judge whether a person good or bad by consequences (whether intentions bad) but this is about what character's displayed (agent focused moral POV- what's wrong with the person) -2) sometimes described as an alternative approach to ethics altogether -ie a lie is wrong not b/c of consequences/violates rules but b/c it is not what a virtuous and honest person would do -focus is on what sort of ppl we should strive to be, not what things should do on indiv occasion -proponents say it captures more of what is NB: being an honest person is more than just not telling lies, it requires thinking and feeling about lies in a diff way ARISTOTLE -most famous form of virtue ethics comes from Aristotle's book (384-322 BC) -two kinds of knowledge: theoretical knowledge (episteme): aims at the truth in some kind of science/math -practical knowledge (phronesis) aims at wisdom about how to act and what to be -ethical knowledge is a form of the latter. Practical knowledge only comes with practice: doing it yourself (e.g knowing how to ride a bike) What is a Virtue- a learned disposition to reason and act
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