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Title:Taming Consumer Culture: A Contractarian Ethic for Advertising
Author(s):Jamison, Kathy
Doctoral Committee Chair(s):Clifford Christians
Department / Program:Communications
Discipline:Communications
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:Ph.D.
Genre:Dissertation
Subject(s):Business Administration, Marketing
Abstract:This work proposes three principles and one imperative as the philosophical foundations for an ethic in advertising based on the social contract of Jean-Jacques Rousseau (1762) and the contemporary work of John Rawls (1971). The central claim is that advertising is a social institution of import situated within the broader concept of consumer culture, and as such, its social and cultural influence cannot be ignored. The following chapters provide a descriptive analysis of the classical theorists of the social contract; Rawls' principles of justice as fairness; contemporary theorists and applications; and the historical backdrop of the social contract and consumer culture in early America. Two examples of advertising as a practice of consumer culture are presented in a chapter on media and the dispersion of food myths to the public and a chapter on childhood obesity and the advertising of junk foods. These chapters support the call for an ethic based on the principles of contractarianism by exerting three principles: (1) acknowledge advertising as a social institution that generates textual meanings of significance, influence and impact on society; (2) in light of the first principle, create advertising campaigns in terms of its impact and consequence; and (3) make beneficence a constant priority. Additionally, a separate imperative is presented to emphasize the necessity for a rethinking of terms regarding the consumer versus the individual.
Issue Date:2008
Type:Text
Language:English
Description:183 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2008.
URI:http://hdl.handle.net/2142/86597
Other Identifier(s):(MiAaPQ)AAI3337807
Date Available in IDEALS:2015-09-28
Date Deposited:2008


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