The informative and persuasive functions of advertising: A moral appraisal — A comment
Journal of Business Ethics · 1985 · Volume 4 · Issue 2
Abstract
This paper argues that the informative and persuasive dichotomy of advertising is an empty concept. All advertising messages perform only one function and that function is to persuade. It is pointed out that in a moral appraisal of an advertising message, a distinction between rational and irrational persuasion can be made. Rational persuasion is consistent with the autonomy of the consumer and hence moral. Some forms of irrational persuasion may have an adverse effect on consumer autonomy and, therefore, should be viewed as immoral.
Keywords
Adverse Effect, Economic Growth, Advertising Message, Moral Appraisal, Rational Persuasion
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