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The informative and persuasive functions of advertising: A moral appraisal — A further comment

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Abstract

This paper argues that product and advertisement are neither completely dependent nor completely independent. The advertisement of a bad product cannot be good. The advertisement of a good product is not necessarily good. In the case where consumer sovereignty cannot be assumed, the goodness of an advertisement depends solely on the goodness of the product. In the case where consumer sovereignty can be assumed, the goodness of an advertisement depends first on whether the product is good, and if so, whether the advertisement preserves individual autonomy.

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References

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Authors and Affiliations

  1. Department of Marketing and International Business, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong

    Kam-Hon Lee

Authors
  1. Kam-Hon Lee
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Additional information

Kam-Hon Lee is Senior Lecturer in Marketing at The Chinese University of Hong Kong. His publications appeared in journals such as European Journal of Marketing and The World Economy.

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Lee, KH. The informative and persuasive functions of advertising: A moral appraisal — A further comment. J Bus Ethics 6, 55–57 (1987). https://doi.org/10.1007/BF00382948

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  • DOI: https://doi.org/10.1007/BF00382948

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