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Does Advertising Pervert Higher Education? Is There a Case for Resistance?

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  • Paul Gibbs

Abstract

My argument is that when marketing--particularly advertising--may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions. This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and manipulative it is potentially exploitative and that this exploitation can harm the goal of an education for a common good. Should it do this then it becomes morally problematic.

Suggested Citation

  • Paul Gibbs, 2006. "Does Advertising Pervert Higher Education? Is There a Case for Resistance?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 17(1), pages 3-11, November.
    • Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:3-11
    DOI: 10.1300/J050v17n01_02
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