Cover of In Defense of AdvertisingReviews • Detailed ContentsPrefaceExcerpts

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In Defense of Advertising:
Arguments from Reason, Ethical Egoism, and Laissez-Faire Capitalism

by Jerry Kirkpatrick, Ph.D., Professor of International Business and Marketing, California State Polytechnic University, Pomona
$16.95 - Buy from or Laissez-Faire Book

“A unique, well-crafted, and timely book defending the existence of advertising to its many and varied critics. . . . If you buy [Ayn] Rand, you must clearly buy Kirkpatrick's dismantling of the critics. . . . well worth the read for any academic, practitioner, or researcher interested in advertising, the philosophy of science, marketing's background in economic exchange, or simply for its fine writing.”

—Journal of the Academy of Marketing Science, Spring 1995

“Congratulations on producing an interesting and passionate defense of advertising. . . . Well done.”

—Shelby D. Hunt, Jerry S. Rawls and P. W. Horn Professor of Marketing,
Texas Tech University, March 1995

“The author combines his knowledge of marketing with Randian philosophy and Misesian economics to create a truly powerful and compelling case for advertising. The general reader will benefit from the author's ability to distill the criticisms of advertising and his responses to them to their most fundamental form while the specialist in marketing, economics, and philosophy will gain a working knowledge of the other disciplines as they relate to advertising.”

The Freeman, June 1995. See full review.

“Kirkpatrick presents a compelling defense of advertising as an institution in this intellectually challenging book. . . . His analysis combining reason, ethical egoism, and laissez-faire capitalism is solid. . . . an important advancement in the theory of advertising and its relationship to society.”

Journal of Consumer Affairs, Summer 1995

“ . . . a highly sophisticated theoretical thesis . . . [that] stimulates the reader to reflect on many social, economic, and moral issues.”

Southern Business and Economic Journal, October 1995

“Every advertising professional is required, at some point, to come out in defense of his or her activity—even within each one's confines of family or circle of friends—and this book In Defense of Advertising provides us with all the thoughts we need. In fact, it is well worth reading even for purposes other than mustering defensive arguments, for this is a book which gives us a better understanding of what we do.”

—Roberto Duailibi, President, DPZ Propaganda, São Paulo, Brazil.
From the Foreword to Em Defesa da Propaganda, Portuguese
translation published in Brazil in 1997

“For those who study advertising and ponder its social and economic effects, [this book] provides an intriguing and well-articulated challenge to what has become the common wisdom in these matters. . . . Kirkpatrick charges all of us to rethink our assumptions and [he] provides the historical and philosophical ammunition to do it.”

The Journal of Media Economics, 11(2) 1998

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TLJ Books, Claremont, CA

Scholarly works in the Objectivist and Austrian traditions

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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