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Clifford Christians Jamison, Kathy 2015-09-28T15:15:45Z 2015-09-28T15:15:45Z 10000-01-01 2008 2008 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. Made available in DSpace on 2015-09-28T15:15:45Z (GMT). No. of bitstreams: 2 license.txt: 4848 bytes, checksum: 96035ab3f5e1c23cc7138a224ce498bd (MD5) 3337807.pdf: 2508028 bytes, checksum: bd194cff24043648be328bf17dc41709 (MD5) Previous issue date: 2008 Embargo set by: Seth Robbins for item 87878 Lift date: Forever Reason: Restricted to the U of I community idenfinitely during batch ingest of legacy ETDs Restricted to the U of I community idenfinitely during batch ingest of legacy ETDs U of I Only 183 p. Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2008. http://hdl.handle.net/2142/86597 (MiAaPQ)AAI3337807 eng Business Administration, Marketing Taming Consumer Culture: A Contractarian Ethic for Advertising text Communications Communications University of Illinois at Urbana-Champaign Dissertation Ph.D.