1. Persuasive Advertising, Autonomy, and the Creation of Desire Roger Crisp
ADVERTISING PLAYS ON THE UNCONSCIOUS DESIRES FOR:
Sex
Money
Adventure
Power

2. PERSUASIVE ADVERTISING
All forms are wrong because
Includes subliminal advertising, puffery and repetition
Removes autonomous reaction to decision making
Based on linkage to things (sex, drugs and rock and roll) outside of the object

3. ARRINGTON IN SUPPORT OF ADVERTISING
AUTONOMOUS DESIRE (A search for a new look for the sake of a new look)
Crisp- no so because of linkage to secondary needs (sex, drugs and rock and roll)
RATIONAL DESIRE AND CHOICE (People do not need perfect information only enough to make a decision)
Crisp - The information provided is there to persuade not educate
FREE CHOICE (The act of buying can be justified in the mind of the purchaser)
Crisp - Desires may be so covert that individual is unaware of manipulation
CONTROL AND MANIPULATION (Advertisements do intend to control all conditions to meet a need)
Crisp - Causes people to be brain washed into accepting what they would reject if aware of reasons for manipulation.

4. CONCLUSIONS
PERSUASIVE ADVERTISING OVERRIDES AUTONOMY AND IS THEREFOR IMMORAL
IMPOSES A DISTORTED SYSTEM OF VALUES ON CONSUMERS
MAY PLAY TO STEREOTYPES OR DISCRIMINATION

5. Ethical Myopia: The Case of “Framing’ by Framing Alan E. Signer
Mental Accounting
How a person goes about accounting for money
Framing
How the deal is framed rather than the objective value
Transactional Utility Theory (TUT)
Segregated Gains (Two $50.00 winning tickets rather an One $ ticket
Perceived Price -Emotional Value ( Inaccurate pricing, Inaccurate costing, Minimum Pricing, Add on)
Market Clearing
Market works when Supply and Demand are balanced
Reframing to make people happier

6. EXPLOITING COGNITIVE HABITS
Focus on peoples belief (how they see the world. This can be distorted by
Lying about product
Nondisclosure (Herbal Medicine)
Labeling (price per bottle or price per wash)

7. RECOMMENDATIONS Legislate protection against “deceptive practices”
Teach social consequences in marketing classes
Consumer education
Researcher indicate areas that are appropriate and those to avoid

8. Marketing to Inner-City Blacks: Powermaster and Moral Responsibility George C. Brenkert
Heilman Brewery facing bankruptcy
Decided to sell to inner city blacks using higher alcoholic content than other malts
Appealed to Power and Boldness in customers
Ads impacted viewers in a way that made them “exceptionally likely to be influenced by the advertising” Social vulnerability

9. CONCLUSIONS Marketers must look at the context of their campaigns
Marketers who target a specific group must consider harm done to that group
Marketers must accept collective responsibility for their products in the market place