PHIL106 - 2009 the Morality of Advertising - Dan Turton

Is Advertising Immoral?Is Advertising Immoral?

PHIL106 – 2009PHIL106 – 2009Dan TurtonDan Turton

RecapRecap

JustifyJustify your ethical claims! your ethical claims!By providing at least one good reason to By providing at least one good reason to

believe your ethical claimbelieve your ethical claimAnd (even better)And (even better)By also providing at least one good reason By also providing at least one good reason

notnot to believe your opponents ethical claim to believe your opponents ethical claim

Does Advertising Manipulate Does Advertising Manipulate Us?Us?

Reekie’s Defense of AdvertisingReekie’s Defense of Advertising


Topic SummaryTopic Summary

Does advertising manipulate us?Does advertising manipulate us?Reekie’s defense of advertisingReekie’s defense of advertising

Does advertising manipulate us?Does advertising manipulate us?Crisp’s limited critique of advertisingCrisp’s limited critique of advertising

Does advertising make us unhappy?Does advertising make us unhappy?Belch vs. HamiltonBelch vs. Hamilton

Does advertising make us unhappy?Does advertising make us unhappy?Hamilton again and wrap upHamilton again and wrap up

TodayToday

Start addressing the question: Start addressing the question: Is advertising immoral?Is advertising immoral?

An explanation of advertisingAn explanation of advertising

A defense of advertisingA defense of advertising

Setting up some of the moral issuesSetting up some of the moral issues

Advertising is…Advertising is…

Communication from a specific source that Communication from a specific source that intends to inform and influence the intends to inform and influence the audience so that they believe something audience so that they believe something and/or behave in a certain wayand/or behave in a certain way

It is usually:It is usually:Persuading people to purchase a brand/productPersuading people to purchase a brand/productPaid forPaid forUsing mass mediaUsing mass media

But some marketers are much sneakier…But some marketers are much sneakier…

Advertising might also be…Advertising might also be…

Rosser ReevesRosser ReevesManager of a Manager of a

successful advertising successful advertising companycompany

While holding up two While holding up two coins:coins:

““[Making] you think [Making] you think that that thisthis quarter is quarter is more valuable than more valuable than that that one”one”

The Role of AdvertisingThe Role of Advertising

Advertising supports marketing and business Advertising supports marketing and business function.function.

A modern business model:A modern business model: Perform consumer researchPerform consumer research Develop new product based on researchDevelop new product based on research Advertise productAdvertise product Sell productSell product

Importantly, both the business and the Importantly, both the business and the consumers are thought to benefit from thisconsumers are thought to benefit from this

The Benefits of AdvertisingThe Benefits of Advertising

Advertising helps consumers decide Advertising helps consumers decide what to buywhat to buy Informs about the existence of new Informs about the existence of new

productsproducts Informs about new uses for existing Informs about new uses for existing

productsproducts Informs about differences between Informs about differences between

products – laundry powder & razorsproducts – laundry powder & razors

Advertising provides incentives to:Advertising provides incentives to: Make differentiated products, andMake differentiated products, and Innovative productsInnovative products

Who doesn’t like PS3s, wi-fi, iphones?Who doesn’t like PS3s, wi-fi, iphones?

The Benefits of Advertising 2The Benefits of Advertising 2

Advertising is Advertising is entertainmententertainment

Many ads are:Many ads are:FunnyFunny InterestingInterestingArtisticArtisticAppealing in Appealing in

other waysother ways


Advertising is good for the economyAdvertising is good for the economy It is a huge industryIt is a huge industry It employs a lot of peopleIt employs a lot of people It stimulates economic growth by connecting It stimulates economic growth by connecting

more of consumers needs and wants with more of consumers needs and wants with solutionssolutions

Economic growth is goodEconomic growth is goodMeans you can get more things you wantMeans you can get more things you want


Winston Churchill:Winston Churchill: ““Advertising nourishes Advertising nourishes

the consuming power of the consuming power of men. It creates wants men. It creates wants for a better standard of for a better standard of living… It spurs living… It spurs individual exertion and individual exertion and greater production.”greater production.”

Advertising improves Advertising improves our well-beingour well-being

So, What’s Wrong with Advertising?So, What’s Wrong with Advertising?

ApparentlyApparently, advertising deceives people , advertising deceives people into buying things that they don’t really into buying things that they don’t really needneedApparentlyApparently, advertising lies, deceives and , advertising lies, deceives and

misleadsmisleadsApparentlyApparently, advertising makes people think , advertising makes people think

they need things that they shouldn’t even they need things that they shouldn’t even wantwant

Some people even think it makes us unhappy!Some people even think it makes us unhappy!

Advertising Advertising Doesn’tDoesn’t Lie Lie

Reasons why advertisers don’t lieReasons why advertisers don’t lieMisleading ads are reported and removed from Misleading ads are reported and removed from

circulationcirculationASA: “Truthful PresentationASA: “Truthful Presentation - Advertisements should - Advertisements should

not contain any statement … which … is likely to not contain any statement … which … is likely to deceive or mislead the consumer … or exploits deceive or mislead the consumer … or exploits his/her lack of experience or knowledge.” his/her lack of experience or knowledge.”

ASA: “(Obvious hyperbole, identifiable as such, is not ASA: “(Obvious hyperbole, identifiable as such, is not considered to be misleading).”considered to be misleading).”

Advertising Advertising Doesn’tDoesn’t Lie Lie

Reasons why advertisers don’t lieReasons why advertisers don’t lieMisleading ads are reported and removed Misleading ads are reported and removed

from circulationfrom circulationLies about product quality are soon Lies about product quality are soon

discovered, making the lying company go out discovered, making the lying company go out of businessof business

Really important product categories have extra Really important product categories have extra regulations to prevent lyingregulations to prevent lying

Advertisers don’t want to tarnish the reputation Advertisers don’t want to tarnish the reputation of advertising generallyof advertising generally

Advertising Advertising Doesn’tDoesn’t Make Us Buy Make Us Buy Things We Don’t NeedThings We Don’t Need

Advertising never forces anyone to do Advertising never forces anyone to do anythinganything

Advertising does influence our purchase Advertising does influence our purchase decisions (at least it intends to)decisions (at least it intends to)But what is wrong with that?But what is wrong with that?Advertising can’t encourage you to want Advertising can’t encourage you to want

something you really don’t needsomething you really don’t needAdvertising can only help you fulfill wants and Advertising can only help you fulfill wants and

needs you already haveneeds you already have

Should Advertising be Allowed to Should Advertising be Allowed to Help Us Fulfill Our Wants?Help Us Fulfill Our Wants?

Should we stop people from helping others Should we stop people from helping others to fulfill their wants?to fulfill their wants?

Depends on the wants…Depends on the wants…

Some things we want are bad for othersSome things we want are bad for othersSlaves, over-sized cars, blow-off valvesSlaves, over-sized cars, blow-off valves

Some things we want are bad for ourselvesSome things we want are bad for ourselvesCigarettes, highly processed foods, blow-off Cigarettes, highly processed foods, blow-off

valvesvalves

Should Advertising Help Us Fulfill Should Advertising Help Us Fulfill Our Wants?Our Wants?

Advertising obviously shouldn’t encourage or help Advertising obviously shouldn’t encourage or help people to harm others but…people to harm others but… Who should decide what we should and shouldn’t want Who should decide what we should and shouldn’t want

(for our own good)?(for our own good)?

What is better, freedom or having the government What is better, freedom or having the government protect us from our own wants?protect us from our own wants?

Why shouldn’t I be able to do whatever I want with Why shouldn’t I be able to do whatever I want with my money (without hurting others)? my money (without hurting others)? Consumer Sovereignty: Surely I have that right!Consumer Sovereignty: Surely I have that right!

Where do we draw the line?Where do we draw the line?

SummarySummary Advertising is good because:Advertising is good because:

It helps consumers decide what to buyIt helps consumers decide what to buy It provides incentives for innovationIt provides incentives for innovation At least some of it is entertainingAt least some of it is entertaining Its good for the economyIts good for the economy It allows us to improve our lives (as we see fit) by It allows us to improve our lives (as we see fit) by

helping us to satisfy our wants and needshelping us to satisfy our wants and needs

Busting the myths about advertising:Busting the myths about advertising: Advertising does Advertising does notnot lie or deceive lie or deceive Advertising cannot make people buy things they don’t Advertising cannot make people buy things they don’t

wantwant

Next TimeNext Time

Read: Read: Roger Crisp’s ‘Persuasive Advertising, Roger Crisp’s ‘Persuasive Advertising,

Autonomy, and the Creation of DesireAutonomy, and the Creation of Desire

Get ready to discuss:Get ready to discuss:Why advertising Why advertising actually isactually is immoral – it creates immoral – it creates

desires in us that we cannot even attempt to desires in us that we cannot even attempt to rejectreject

Does Advertising Manipulate Does Advertising Manipulate Us?Us?

Crisp’s Limited Critique of AdvertisingCrisp’s Limited Critique of Advertising


Last TimeLast Time Advertising is good because:Advertising is good because:

It helps consumers decide what to buyIt helps consumers decide what to buy It provides incentives for innovationIt provides incentives for innovation At least some of it is entertainingAt least some of it is entertaining Its good for the economyIts good for the economy It allows us to improve our lives (as we see fit) by It allows us to improve our lives (as we see fit) by

helping us to satisfy our wants and needshelping us to satisfy our wants and needs

Busting the myths about advertising:Busting the myths about advertising: Advertising does Advertising does notnot lie or deceive lie or deceive Advertising cannot make people buy things they don’t Advertising cannot make people buy things they don’t

wantwant

TodayToday

Looking at an Looking at an argument that a certain argument that a certain type of advertising is type of advertising is immoralimmoral

Roger Crisp thinks:Roger Crisp thinks:Persuasive advertising Persuasive advertising

is immoral because it is immoral because it overrides our overrides our autonomyautonomy

Informative AdvertsInformative AdvertsCrisp: informative Crisp: informative

advertising is usually advertising is usually OK because it OK because it facilitates (not facilitates (not overrides) the desire-overrides) the desire-making processmaking process

E.g. Jacket on saleE.g. Jacket on saleHe already wanted that He already wanted that

kind of jacket, now he kind of jacket, now he knows where to get it knows where to get it (for cheap)(for cheap)

Persuasive AdvertsPersuasive AdvertsCrisp: persuasive Crisp: persuasive

advertising is immoral advertising is immoral because it overrides because it overrides our autonomy (our our autonomy (our ability to make ability to make purchase decisions purchase decisions for ourselves)for ourselves)

E.g. subliminal ads?E.g. subliminal ads?The desire for the The desire for the

product itself is product itself is createdcreated

How Subliminal Ads ‘Work’How Subliminal Ads ‘Work’Unconscious emotional manipulation byUnconscious emotional manipulation by

Suggestion, orSuggestion, orAssociationAssociation

If you If you are awareare aware of seeing/hearing it, then of seeing/hearing it, then it’s not subliminal advertisingit’s not subliminal advertising (or it’s a failed attempt at subliminal (or it’s a failed attempt at subliminal

advertising)advertising)

Subliminal Ad. Attempts?Subliminal Ad. Attempts?

Subliminal Ad. Attempts?Subliminal Ad. Attempts?

The One Drink to Rule them All?The One Drink to Rule them All?

The Truth about Subliminal AdsThe Truth about Subliminal AdsSubliminal ads alone can’t Subliminal ads alone can’t

make you buy something make you buy something that you didn’t wantthat you didn’t want

Purchasing a product is Purchasing a product is too complex a behaviour too complex a behaviour for subliminal ads to for subliminal ads to controlcontrol

Unconscious priming Unconscious priming works sometimesworks sometimes

Some priming is rejectedSome priming is rejected

Arrington: Autonomous DesireArrington: Autonomous DesireDesires are autonomous if we accept Desires are autonomous if we accept

themthemE.g. Arrington sees an ad for hair dyeE.g. Arrington sees an ad for hair dye

He desires hair dye because he desires to He desires hair dye because he desires to look youngerlook younger

And, he is perfectly happy to have both of And, he is perfectly happy to have both of those desiresthose desires

Therefore, (according to him) his desire for Therefore, (according to him) his desire for hair dye is autonomoushair dye is autonomous

Crisp: Autonomous DesireCrisp: Autonomous Desire Is Arrington’s desire autonomous?Is Arrington’s desire autonomous?What if the ad showed a man (with 100% What if the ad showed a man (with 100%

not-grey hair) in a position of authority not-grey hair) in a position of authority and surrounded by beautiful women?and surrounded by beautiful women?

Perhaps Arrington's Perhaps Arrington's realreal desires were for desires were for power and sexpower and sex

Crisp: How Adverts PersuadeCrisp: How Adverts PersuadeThey appeal to our unconscious desiresThey appeal to our unconscious desiresCrisp: they might appeal to our Crisp: they might appeal to our

“unconscious desires for power and sex”“unconscious desires for power and sex”

Sub

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ubtle

Sex

App

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Unconscious Desires?Unconscious Desires?The unconscious desire for sexThe unconscious desire for sex

Makes us laugh at jokes that aren’t funnyMakes us laugh at jokes that aren’t funnyThe unconscious desire for powerThe unconscious desire for power

$$ is the best indicator of power these days$$ is the best indicator of power these daysMakes us angry/disappointed if we don’t get Makes us angry/disappointed if we don’t get

that promotion/job we were afterthat promotion/job we were afterAlso makes us laugh at jokes that aren’t Also makes us laugh at jokes that aren’t

funnyfunny

Evolution by Natural SelectionEvolution by Natural Selection Organisms that have a lot of Organisms that have a lot of

traits that led them to have lots traits that led them to have lots of sex and power in their of sex and power in their environment…environment…

……Had more offspring…Had more offspring… … … Therefore, we should expect Therefore, we should expect

to see a lot of traits that are to see a lot of traits that are conducive to getting sex and conducive to getting sex and powerpower

Explaining why we are very Explaining why we are very good at recognising good at recognising opportunities for getting sex and opportunities for getting sex and powerpower

Unconscious DesiresUnconscious DesiresAdvertisers don’t always target sex and Advertisers don’t always target sex and

power thoughpower thoughMost ads for FMCGs are targeted at Most ads for FMCGs are targeted at

women or women and childrenwomen or women and childrenRemember that Persil makes your clothes Remember that Persil makes your clothes

whiter?whiter?Well, that’s not all it does:Well, that’s not all it does:

http://http://www.youtube.com/watch?vwww.youtube.com/watch?v=xuTspd9lFFE&feature=related=xuTspd9lFFE&feature=related

Crisp: Rational DesireCrisp: Rational DesirePersuasive advertising creates irrational Persuasive advertising creates irrational

desiresdesires If our main desire for a product is If our main desire for a product is

subconscious, then rationality doesn’t subconscious, then rationality doesn’t even come into it - we cannot possibly even come into it - we cannot possibly accept it or even consider it!accept it or even consider it!Remember that an autonomous desire is one Remember that an autonomous desire is one

that we acceptthat we accept Imagine Crisp subconsciously desires hair Imagine Crisp subconsciously desires hair

dye… that certainly seems irrational…dye… that certainly seems irrational…

Crisp: Free ChoiceCrisp: Free ChoiceBeing able to provide any old reason for Being able to provide any old reason for

why you bought something isn’t why you bought something isn’t necessarily helpfulnecessarily helpful ““I I likelike Meow Mix”, “I Meow Mix”, “I likelike Grecian Formula 16” Grecian Formula 16”

We need to weigh up the relevant We need to weigh up the relevant reasons in order to make a free choicereasons in order to make a free choicePersuasive advertising uses reasons that we Persuasive advertising uses reasons that we

are not aware of and so cannot evaluate are not aware of and so cannot evaluate

Crisp: Control or ManipulationCrisp: Control or ManipulationYou control someone if You control someone if

you make them do you make them do something for reasons something for reasons that they would not that they would not consider… reasonable.consider… reasonable.Making Crisp do a jig (by Making Crisp do a jig (by

tying ropes to his limbs) tying ropes to his limbs) just because I feel like it just because I feel like it would be controlling him would be controlling him

Adverts can do thisAdverts can do this

Crisp’s General ArgumentCrisp’s General Argument

1)1) Persuasive advertising creates the desire Persuasive advertising creates the desire for a product by associating it with sex, for a product by associating it with sex, power or some other thing that is power or some other thing that is commonly and subconsciously cravedcommonly and subconsciously craved

2)2) Therefore, the Therefore, the realreal reason for the desire is reason for the desire is hidden from ushidden from us

3)3) Therefore, the desire is not autonomousTherefore, the desire is not autonomous

4)4) Therefore, persuasive advertising Therefore, persuasive advertising overrides our autonomy (which is immoral)overrides our autonomy (which is immoral)

SummarySummaryPersuasive advertising uses subconscious Persuasive advertising uses subconscious

associations to try to make us desire associations to try to make us desire productsproducts

Crisp thinks it works and that is immoral Crisp thinks it works and that is immoral because it overrides our autonomybecause it overrides our autonomy

It must work to some extent, or persuasive It must work to some extent, or persuasive advertising probably wouldn’t be so advertising probably wouldn’t be so widespreadwidespread

Is it manipulative Is it manipulative enoughenough to be immoral, to be immoral, though?though?

Next TimeNext Time

Read: Read: Belch & Belch ‘Economic Effects of Advertising’Belch & Belch ‘Economic Effects of Advertising’

Get ready to discuss:Get ready to discuss:Does advertising make us happy… or Does advertising make us happy… or

unhappy?unhappy?

Does Advertising Makes Us Does Advertising Makes Us Unhappy?Unhappy?

Belch vs. HamiltonBelch vs. Hamilton


Recap of CrispRecap of CrispPersuasive advertising uses subconscious Persuasive advertising uses subconscious

associations to try to make us desire associations to try to make us desire productsproducts

Crisp thinks it works and that is immoral Crisp thinks it works and that is immoral because it overrides our autonomybecause it overrides our autonomy

It must work to some extent, or persuasive It must work to some extent, or persuasive advertising probably wouldn’t be so advertising probably wouldn’t be so widespreadwidespread

Is it manipulative Is it manipulative enoughenough to be immoral, to be immoral, though?though?

TodayToday

The advertisers The advertisers argument for argument for how advertising how advertising makes us makes us happierhappier

Hamilton’s Hamilton’s criticism of that criticism of that argumentargument

Problem: Margin of DiscontentProblem: Margin of Discontent

Margin of discontent = Gap between what Margin of discontent = Gap between what we have and what we wantwe have and what we want

Happiness = satisfaction with how your life Happiness = satisfaction with how your life is going (no discontent) is going (no discontent)

Examples of things that might discontent Examples of things that might discontent people:people:

You have a Corolla, but you want an Evo You have a Corolla, but you want an Evo You work at McDs, but you want a job at You work at McDs, but you want a job at

Logan Brown Logan Brown You have a 14” TV, but you want a 21”You have a 14” TV, but you want a 21”

Hamilton’s Solutions to theHamilton’s Solutions to the Margin of Discontent Margin of Discontent

Hamilton mentions two possible solutions, Hamilton mentions two possible solutions, but he thinks that the first solution doesn’t but he thinks that the first solution doesn’t

seem to work:seem to work:

1)1) Economic growth solution:Economic growth solution:• ““People satisfy their wants by increasing their People satisfy their wants by increasing their

possessions, thus becoming happier”possessions, thus becoming happier”

2)2) ‘‘Sages’ solution:Sages’ solution:• ““Give up wanting”Give up wanting”

‘‘Neo-Liberal’ (Advertisers) ArgumentNeo-Liberal’ (Advertisers) Argument(Roughly According to Hamilton)(Roughly According to Hamilton)

1)1) Reducing the margin of discontent makes Reducing the margin of discontent makes people happierpeople happier

2)2) Economic growth helps consumers to reduce Economic growth helps consumers to reduce their margin of discontenttheir margin of discontent

3)3) Advertising encourages economic growthAdvertising encourages economic growth

4)4) Advertising helps consumers to make better Advertising helps consumers to make better decisions about how to reduce the margin of decisions about how to reduce the margin of discontentdiscontent

c)c) Therefore, advertising helps make people Therefore, advertising helps make people happierhappier

Hamilton’s Refutation of the ‘Neo-Hamilton’s Refutation of the ‘Neo-Liberal’ (Advertisers) ArgumentLiberal’ (Advertisers) Argument

More $$ (economic growth) More $$ (economic growth) does notdoes not make us happier make us happier

Therefore, P2 is falseTherefore, P2 is false Advertising Advertising does not does not help help

consumers to make better consumers to make better decisions about how to decisions about how to reduce the margin of reduce the margin of discontentdiscontent

Therefore, P4 is falseTherefore, P4 is false

Does $$ Make Us Happy?Does $$ Make Us Happy?

1)1) Reducing the margin of discontent makes Reducing the margin of discontent makes people happierpeople happier

2)2) Economic growth helps consumers to reduce Economic growth helps consumers to reduce their margin of discontenttheir margin of discontent

If 1. and 2. are both If 1. and 2. are both

true, then why have true, then why have

we gotten richer…we gotten richer…

but not happier?but not happier? Evidence?Evidence?

Materialism Doesn’t PayMaterialism Doesn’t Pay

Very High

AdaptationAdaptation

Lottery winners return to pretty much the Lottery winners return to pretty much the same level of happiness after 1 yearsame level of happiness after 1 year

The more we have:The more we have: The more we The more we wantwant and and The more we think we The more we think we needneed

Evidence?Evidence?

So, Does $$ Make Us Happy?So, Does $$ Make Us Happy?

So, So, unless you are materialisticunless you are materialistic, more $$ makes , more $$ makes very little difference to our happiness – much very little difference to our happiness – much less than:less than:

A rewarding jobA rewarding job A loving relationshipA loving relationship VolunteeringVolunteering

But materialistic people seem to have a pretty But materialistic people seem to have a pretty strange idea of happinessstrange idea of happiness

Having said all this… who would not want to win Having said all this… who would not want to win lotto?lotto?

Possible Neo-Liberal ResponsePossible Neo-Liberal Response(Consumer Sovereignty)(Consumer Sovereignty)

Remember Consumer Sovereignty?Remember Consumer Sovereignty? Regardless of happiness, we have a right to Regardless of happiness, we have a right to

do what we want with our moneydo what we want with our money Economic growth gives people more Economic growth gives people more

freedom to choose whatever they wish to freedom to choose whatever they wish to do with their lives and their moneydo with their lives and their money

Without advertising consumers would find Without advertising consumers would find it very difficult to exercise this freedomit very difficult to exercise this freedom

Hamilton Fights BackHamilton Fights Back

Advertisers claim to be helping consumers Advertisers claim to be helping consumers to freely choose how to best satisfy their to freely choose how to best satisfy their needs and wants – but this is false!needs and wants – but this is false!

Consumers do not Consumers do not freelyfreely choose between choose between products because advertising manipulates our products because advertising manipulates our preferences – (Consumer Sovereignty is a preferences – (Consumer Sovereignty is a myth)myth)

More choice doesn’t help us satisfy our needs More choice doesn’t help us satisfy our needs and wantsand wants

Therefore, P4 is falseTherefore, P4 is false

Consumer Sovereignty is a Myth!Consumer Sovereignty is a Myth!

Consumers do not freely choose between Consumers do not freely choose between products because advertising manipulates products because advertising manipulates our preferencesour preferences

Our preferences are formed Our preferences are formed insideinside, not , not outside, of the marketplaceoutside, of the marketplace

Indeed, consumers values, goals and Indeed, consumers values, goals and personal identities are all formed inside personal identities are all formed inside the marketplace!the marketplace!

Evidence?Evidence?

The Abundance of The Abundance of RealReal Choice is a Choice is a MythMyth

The abundance of choices advertising The abundance of choices advertising provides are limited to meaningless provides are limited to meaningless choices between variations of things that choices between variations of things that we didn’t need in the first placewe didn’t need in the first place

““Most advertising, unfortunately, is Most advertising, unfortunately, is devoted to an attempt to build up… devoted to an attempt to build up… irrational preferences for certain brands… irrational preferences for certain brands… to persuade consumers [to] buy Bumpo to persuade consumers [to] buy Bumpo rather than Bango” – Prof. Bouldingrather than Bango” – Prof. Boulding

Evidence?Evidence?

How Well Did Hamilton Fight Back?How Well Did Hamilton Fight Back?

Advertisers claim to be helping consumers Advertisers claim to be helping consumers to freely choose how to best satisfy their to freely choose how to best satisfy their needs and wantsneeds and wants

Hamilton claims that:Hamilton claims that: Advertising coerces consumers into satisfying Advertising coerces consumers into satisfying

the greedy financial wants of businesses, not the greedy financial wants of businesses, not their own wants or needs their own wants or needs

Advertising doesn’t provide more Advertising doesn’t provide more real real choice, choice, so it doesn’t help consumers choose what so it doesn’t help consumers choose what they really wantthey really want

Summary – You DecideSummary – You DecideDoes advertising make us happier by Does advertising make us happier by

making us richer?making us richer?Or do we adapt to and waste our extra income Or do we adapt to and waste our extra income

on things that don’t make us happy?on things that don’t make us happy?Does advertising help us decide how best Does advertising help us decide how best

to satisfy our needs & wants?to satisfy our needs & wants?Or does it make it harder to decide between a Or does it make it harder to decide between a

bunch of irrelevantly differentiated options?bunch of irrelevantly differentiated options?

Next TimeNext Time

Read:Read:Clive Hamilton: ‘Identity’Clive Hamilton: ‘Identity’

Get ready to discuss:Get ready to discuss:Hamilton’s idea that the Hamilton’s idea that the whole pointwhole point of of

advertising is to make us dissatisfiedadvertising is to make us dissatisfiedGet ready to discuss:Get ready to discuss:

Test tips!Test tips!

Does Advertising Makes Us Does Advertising Makes Us Unhappy?Unhappy?

Hamilton Again & Wrap UpHamilton Again & Wrap Up

PHIL 106 – 2009PHIL 106 – 2009Dan TurtonDan Turton

TodayToday

A quick recap, thenA quick recap, then Clive Hamilton's Clive Hamilton's

argument that argument that advertising makes us advertising makes us unhappy and is unhappy and is therefore immoral, thentherefore immoral, then

A summary of the A summary of the whole morality of whole morality of advertising sectionadvertising section

Tips for the testTips for the test

Last Time: Margin of DiscontentLast Time: Margin of Discontent

Gap between what we have and what we Gap between what we have and what we wantwant

You have a Corolla, but you want an EvoYou have a Corolla, but you want an Evo You have a 14” TV, but you want a 21” You have a 14” TV, but you want a 21” You generally have old slow small smelly stuff You generally have old slow small smelly stuff

but you want newer faster bigger better cooler but you want newer faster bigger better cooler stuffstuff

All kinds of things, not just things you can buy All kinds of things, not just things you can buy from shopsfrom shops

Last Time: Last Time: How Advertising Makes Us HappyHow Advertising Makes Us Happy

Advertising helps solve the problem of the Advertising helps solve the problem of the margin of discontent in two waysmargin of discontent in two ways

1)1) Economic growth solution:Economic growth solution:• It gives everyone more $$ to buy the things It gives everyone more $$ to buy the things

they wantthey want

2)2) Better choices solution:Better choices solution:• It helps consumers make better want-It helps consumers make better want-

satisfying choicessatisfying choices

Last Time: Hamilton’s Refutation of Last Time: Hamilton’s Refutation of the Neo-Liberal Argumentthe Neo-Liberal Argument

More $$ (economic growth) More $$ (economic growth) does notdoes not make us happiermake us happier

For most people, a bit more money will not For most people, a bit more money will not make them noticeably happiermake them noticeably happier

Advertising Advertising does not does not help consumers to help consumers to make better decisions about how to make better decisions about how to reduce the margin of discontentreduce the margin of discontent

Adverts just cloud our reasoning with Adverts just cloud our reasoning with unnecessary options and bogus emotional unnecessary options and bogus emotional appealsappeals

Hamilton’s Argument that Hamilton’s Argument that Advertising Makes Us UnhappyAdvertising Makes Us Unhappy

1)1) The margin of discontent is a source of The margin of discontent is a source of unhappinessunhappiness

2)2) Advertising perpetuates the margin of Advertising perpetuates the margin of discontent by making us feel dissatisfied discontent by making us feel dissatisfied with our liveswith our lives

3)3) Therefore, advertising encourages us to Therefore, advertising encourages us to be unhappy (via dissatisfaction with our be unhappy (via dissatisfaction with our current lives)current lives)

c)c) Therefore, advertising is immoralTherefore, advertising is immoral

Does Advertising Make Us Does Advertising Make Us Dissatisfied 1?Dissatisfied 1?

Advertisers and their critics both agree Advertisers and their critics both agree that advertising influences consumers… that advertising influences consumers…

But, to what extent does it do it? And,But, to what extent does it do it? And, How does it do it? How does it do it?

How Much Does Advertising How Much Does Advertising Influence Us?Influence Us?

Advertising companies are in the funny Advertising companies are in the funny position of:position of:

Having to tell Having to tell their clientstheir clients that they can that they can influence consumers very strongly. While,influence consumers very strongly. While,

Having to tell Having to tell consumerconsumer rights groupsrights groups that that they have very little influence on consumersthey have very little influence on consumers

Anyone who thinks that advertising Anyone who thinks that advertising doesn’t affect them at all is wrongdoesn’t affect them at all is wrong


Remember Winston Churchill’s quote…Remember Winston Churchill’s quote… He thought advertising was good because it He thought advertising was good because it

made people strive for a higher standard of made people strive for a higher standard of living… but living… but how did it do that?how did it do that?

Maybe by making everyone feel Maybe by making everyone feel dissatisfied with what they have at the dissatisfied with what they have at the moment by showing them something moment by showing them something ‘better’‘better’


Beautiful (photo-shopped) women are in Beautiful (photo-shopped) women are in adverts everywhere we lookadverts everywhere we look


Never more so than with our prime Never more so than with our prime biological motivators (for getting a good biological motivators (for getting a good mate/s)…mate/s)…

Status for men (or more directly; just getting Status for men (or more directly; just getting women)women)..

Beauty (sexiness) for womenBeauty (sexiness) for women.. Real beauty for womenReal beauty for women..

Brand vs. Company IntegrityBrand vs. Company Integrity

Crazy that some companies/brands Crazy that some companies/brands advertise in a much more moral manner advertise in a much more moral manner than others…than others….. right right??

Wrong (In this case anyway) Wrong (In this case anyway) !!Remember that companies are there to Remember that companies are there to

make moneymake money (Charities are there to make the world a better (Charities are there to make the world a better

place)place)

Does Advertising Does Advertising ReallyReally Make Us Make Us Dissatisfied?Dissatisfied?

Advertising either helps us solve our Advertising either helps us solve our existing dissatisfactions, orexisting dissatisfactions, or

Advertising constantly provides reasons to Advertising constantly provides reasons to be dissatisfied and then helps us be dissatisfied and then helps us momentarily ‘solve’ them… and then tries momentarily ‘solve’ them… and then tries to make us dissatisfied again! …Orto make us dissatisfied again! …Or

A woosy in between position (only some A woosy in between position (only some ads are bad)ads are bad)

Could ads that make us feel satisfied work?Could ads that make us feel satisfied work?

Summary – Hamilton on AdsSummary – Hamilton on AdsAdvertisers would say they help everyone Advertisers would say they help everyone

by:by: Helping us close the margin of discontentHelping us close the margin of discontent Raising the standard of livingRaising the standard of living Helping us to exercise our consumer sovereignty and Helping us to exercise our consumer sovereignty and

our personal choices about how to liveour personal choices about how to live

Hamilton says that advertising is immoral Hamilton says that advertising is immoral because:because: It doesn’t make us happier like they claim it does, andIt doesn’t make us happier like they claim it does, and It coerces us into a constant state of dissatisfactionIt coerces us into a constant state of dissatisfaction

Section Summary: Section Summary: Is Advertising Immoral?Is Advertising Immoral?

Advertisers help everyone by:Advertisers help everyone by: Helping us close the margin of discontentHelping us close the margin of discontent Growing the economy & raising our standard of livingGrowing the economy & raising our standard of living Helping us to exercise our consumer sovereignty and Helping us to exercise our consumer sovereignty and

our personal choices about how to liveour personal choices about how to live

Hamilton: advertising is immoral because:Hamilton: advertising is immoral because: It coerces us into a constant state of dissatisfactionIt coerces us into a constant state of dissatisfaction

Crisp: persuasive advertising is immoral:Crisp: persuasive advertising is immoral: Because it overrides our autonomy and…Because it overrides our autonomy and… It makes us desire products without us realising!It makes us desire products without us realising!

Find Out MoreFind Out More

The perils of consumerism and what to do The perils of consumerism and what to do about it:about it:http://www.storyofstuff.com/http://www.storyofstuff.com/

See what the anti-advertising community is See what the anti-advertising community is up to (and trying to sell to you):up to (and trying to sell to you):http://http://www.adbusters.orgwww.adbusters.org/home//home/

Don’t worry though! Find out how Don’t worry though! Find out how advertising is advertising is selfself-regulated in New -regulated in New ZealandZealandhttp://www.asa.co.nz/http://www.asa.co.nz/

Do MoreDo More

Let the government know what you think Let the government know what you think about how advertising is regulated:about how advertising is regulated:

Hon Dr Jonathan Coleman – minister of Hon Dr Jonathan Coleman – minister of broadcastingbroadcasting [email protected]@national.org.nz TEL (04) 817 6818 (Parliament)TEL (04) 817 6818 (Parliament)

Hon Simon Power – minister of commerceHon Simon Power – minister of [email protected]@national.org.nz TEL (04) 817 6803 (Parliament) TEL (04) 817 6803 (Parliament)

PHIL106 - 2009 the Morality of Advertising - Dan Turton

Documents

advertising doesnt

summary advertising

sneakier advertising

reputation of advertising

successful advertising

good reason

lot of people

persuading people