by Jerry Kirkpatrick, Ph.D., Professor of International Business and Marketing, California State Polytechnic University, Pomona

What Is the Ideal Education System?

One that rejects the premise of obedience to authority. Not just in teaching, but also in parenting and in all social relations. Just as an ideal social system would allow citizens to pursue their values without interruption or control from an outside authority, namely the state, so also the ideal education system should allow children and students to concentrate without interruption on the learning tasks that interest them. Neither coercing nor neglecting them, the role of the adult is to guide and nurture the young to develop the confidence and independence required for an adult life in a capitalist society.

Montessori, Dewey, and Capitalism presents a philosophy of education—the theory of concentrated attention and independent judgment—that requires laissez-faire capitalism for its full realization. It is not an argument, except indirectly, for the separation of education and state nor is it a critique of present and past state-run schooling. It is an argument for the abolition of coercion in all areas of life.

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CONTENTS IN BRIEF: Preface; Acknowledgments; Capitalism and Education; Historical Origins; Foundations; The Theory; Bureaucracy and Education: Independent Judgment; Bibliography; Index (212 pp).

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Can Advertising Do No Good?

That's what the social and economic critics seem to think.

You've heard the complaints. Advertising is coercive, offensive, and monopolistic. It sends subliminal messages to force us to buy what we don't need or want, it creates the needs and wants it tries to satisfy, it is offensive to good taste and should be banned or regulated, it creates barriers to market entry, and it increases prices.

In Defense of Advertising by Jerry Kirkpatrick takes on the critics and concludes that advertising is fundamentally benevolent.

The book is a an unapologetic theoretical defense, based on the Objectivist philosophy of Ayn Rand and the Austrian economics of Ludwig von Mises. It argues that the proper foundations of advertising are reason, ethical egoism, and laissez-faire capitalism, and its theme is that the so-called social and economic criticisms are false because they are based on a false philosophic and economic world view. Only an alternative world view can validly refute the charges and put forth a positive moral evaluation of advertising's role in human life. The author defends advertising precisely because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists.

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CONTENTS IN BRIEF: Preface; The Original Sin of Capitalism; Two Philosophic World Views; The Alleged Coercive Power of Advertising; The Alleged Offensiveness of Advertising; The Economic Foundations of Advertising: Three Views; Refuting the Doctrine of Pure and Perfect Competition; The Alleged Monopoly Power of Advertising; The Benevolence of Advertising; Bibliography; Index (204 pp.).

In Defense of Advertising was originally published in hardcover in 1994 by Quorum Books, an imprint of Greenwood Publishing Group, Westport, CT.

*Ron Miller, author, Free Schools, Free People: Education and Democracy after the 1960s
**ForeWord Magazine, May-June 2007.

THE AUTHOR: In addition to his thirty-plus years in education, Jerry Kirkpatrick worked over seven years in business as account executive for a public relations mailing service in New York City and at two direct marketing firms in Los Angeles. In 1997, In Defense of Advertising was translated into Portuguese and published in Brazil as Em Defesa da Propaganda; he was invited to Rio de Janeiro for the launch of the translation, for interviews with the local media, and for a book signing. Kirkpatrick holds a BA degree in philosophy from the University of Denver and MBA and PhD degrees in marketing from Baruch College of the City University of New York. His research interests focus on the philosophic, economic, and psychological foundations of marketing, advertising, and education.

Read the foreword and dust jacket comments to Em Defesa da Propaganda.

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Cover of In Defense of Advertising

"Scholarly . . . easy to read . . . rich with information"

In Defense of Advertising:

Arguments from Reason, Ethical Egoism, and Laissez-Faire Capitalism

Paperback Edition - FREE pdf ebook

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"A refreshingly original vision . . "

Montessori, Dewey and Capitalism:

Educational Theory for a Free Market in Education - Free pdf ebook

(Formerly TLJ Books— remains the domain name.)
Developing the fundamental and applied human sciences based on the philosophy of Ayn Rand and the economics of Ludwig von Mises
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