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The making of self and world in advertising.doc

Course Code
PHIL 2074F/G
Rodney Parker

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For God so loved the world, that he gave his only Son, that whoever believes in
him should not perish but have eternal life. --John 3:16
Jesus said to him, “I am the way, and the truth, and the life. No one come to the
Father except through me.”--John 14:6
So now faith, hope, and love abide, these three; but the greatest of these is love.--
1 Corinthians 13:13
Sins destroy you, Jesus saves you God blessing!
The making of self and world in advertising
John Waide
Criticize associative advertising
Associative advertising induces people to buy 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.
John Waide---Examine the virtues and vices at stake
Arrington---autonomy and behavior control
John’s criticism
(a) advertising must surely desensitize themselves to the compassion, concern, and
sympathy for others that are central emotions in a virtuous person
(b) Associative 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.
Associative advertising involves:
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(1) just want people to buy, but the objective is largely independent of any sincere
desire to improve or enrich the lives of the people in the target market.
(2) Use something cannot be bought or sold in a marketplace, such as friendship,
acceptance and esteems in the advertisement in order to increase sales.
(3) Marketed product barely have relationship to the non-marketed good.
Dewey says,” the thing actually at stake in any serious deliberation is not a difference
of quantity, but what kind of person one is to become, what sort of self is in the
making, what kind of a world is in the making.”
Waide will briefly examine how associative advertising affects (a) the people who
plan and execute marketing strategies and (b) the people who are exposed to the
(a) an important ingredient in this process is lack of concern for the well-being of the
people who will be influenced by the campaign. Although the evidence of Nestle is
only anecdotal and it concerned an admittedly extreme case. Still, Waide believes that
the effects of associative advertising would most likely be the same but less
pronounced in more ordinary cases. Furthermore, influencing people without concern
for their well-being is likely to reduce one’s sensitivity to the moral motive of concern
for the well-being of others.
(b) Targets of associative advertising are also made worse! The harm done is of two
(1)Buying more but enjoying it less. Products fail to live up to specific claims about
service-life or effectiveness. Moreover, the motives for our purchases consistently
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