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Irrational Advertising and Moral Autonomy

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  • Alonso Villarán

    (Universidad del Pacífico (Lima, Perú))

Abstract

This article analyzes the four main criticisms against commercial manipulative advertising (here called irrational advertising): the virtue ethics criticism (“irrational advertising prevents human virtue”), the utilitarian criticism (“irrational advertising harms general happiness”), the autonomist criticism (“irrational advertising violates the audience’s autonomy”), and the Kantian criticism (“irrational advertising implies treating humanity merely as means”). After demonstrating the weaknesses of the virtue ethics criticism, the utilitarian criticism, and the autonomist criticism, I reconstruct the latter using Kant’s conception of autonomy. In doing so, I simultaneously expand the Kantian criticism: irrational advertising not only entails treating humanity merely as means, but it also threatens moral autonomy by encouraging heteronomy and sometimes even a rebellion against the moral law.

Suggested Citation

  • Alonso Villarán, 2017. "Irrational Advertising and Moral Autonomy," Journal of Business Ethics, Springer, vol. 144(3), pages 479-490, September.
    • Handle: RePEc:kap:jbuset:v:144:y:2017:i:3:d:10.1007_s10551-015-2813-z
    DOI: 10.1007/s10551-015-2813-z
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    References listed on IDEAS

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    1. Shlomo Sher, 2011. "A Framework for Assessing Immorally Manipulative Marketing Tactics," Journal of Business Ethics, Springer, vol. 102(1), pages 97-118, August.
    2. Arnold, Denis G. & Bowie, Norman E., 2003. "Sweatshops and Respect for Persons," Business Ethics Quarterly, Cambridge University Press, vol. 13(2), pages 221-242, April.
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