By Phil Hopkins

ISBN-10: 0739188526

ISBN-13: 9780739188521

Mass Moralizing: advertising and marketing and ethical Storytelling examines the narratives of today’s model advertising and marketing, which principally makes a speciality of developing an emotional attachment to a model instead of at once selling a product’s characteristics or positive factors.

Phil Hopkins explores those narratives’ effect on how we predict approximately ourselves and our ethical percentages, our cultural principles approximately morality, and our relationships to one another. He heavily experiences the connection among 3 interrelated dynamics: the ability of narrative within the building of id and global, the truth-telling pretenses of mass advertising, and the expansion of moralizing because the basic ethical discourse perform in modern buyer tradition. Mass Moralizing scrutinizes the way in which advertising speaks to us in explicitly moralistic phrases, considerably influencing how we predict approximately ourselves and our ethical chances.

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Phil Hopkins's Mass Moralizing: Marketing and Moral Storytelling PDF

Mass Moralizing: advertising and ethical Storytelling examines the narratives of today’s model advertising, which principally specializes in growing an emotional attachment to a model instead of at once selling a product’s features or good points.

Phil Hopkins explores those narratives’ effect on how we expect approximately ourselves and our ethical chances, our cultural rules approximately morality, and our relationships to one another. He heavily reports the connection among 3 interrelated dynamics: the ability of narrative within the development of identification and international, the truth-telling pretenses of mass advertising, and the expansion of moralizing because the fundamental ethical discourse perform in modern patron tradition. Mass Moralizing scrutinizes the way in which advertising speaks to us in explicitly moralistic phrases, considerably influencing how we expect approximately ourselves and our ethical chances.

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Extra info for Mass Moralizing: Marketing and Moral Storytelling

Sample text

In this way maxims or rules are, for Plato, inadequate, not primarily because they are universal in a particular world, but because they leave out how one gets to where one arrives, making it difficult, if not impossible, to find our way on our own. 57 Any moral rule is grounded in a particular view of the “good” which must, itself, derive from some particular story. MASS MEDIATED SELVES Charles Taylor insists that selfhood, also, is bound up together with ideas of the good. ” 58 He argues that we are selves only insofar as we seek and find an orientation to the good, within a narrative framework that defines the shape of the good and locates us in relation to it.

Eakin adds: “Narrative and identity are performed simultaneously . . ” 43 Indeed, in his introduction, Eakin discusses how in speaking of “the self,” the definite article lends too much stability and fixity to what is talked about. And what is talked about is, in important part, a process of talking, of storytelling. ” 44 Another presupposition commonly at work when thinking about stories follows Frege’s famous distinction between “sense” and “reference,” or connotation and denotation. We tend to view the distinction between story and life in terms of this difference: stories connote (make sense) but do not denote (refer to anything in an actual world).

My point is that stories come to us in moralized form, just as much as any maxim or command, something we already know in lived experience. The story, however, unlike the command, provides us with the process whereby the moral is derived. The maxim presents the conclusion, without any account of the production. The story gives us the whole picture, the way the world is and how it relates such that a given or possible choice or behavior or character is right and good. Plato thought the “good” was a name for the order of things, since what is good flows out of how things are and how they relate.

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Mass Moralizing: Marketing and Moral Storytelling by Phil Hopkins


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