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Omnipresence of Advertising

by Joanna Iwanowska (Author)
©2024 Monographs 204 Pages

Summary

Nowadays advertising seems to be ubiquitous. We notice it everywhere, and we seem to intuitively grasp its pervasive nature. But is it possible to define it? This book is a pioneering attempt to offer a definition of the omnipresence of advertising. It is also an ethics-focused critique of this phenomenon through the lens of relational autonomy.
As relational beings, we need trustworthy others to support us in being ourselves and being autonomous. However, according to the argument of this book, the omnipresence of advertising leads to the erosion of trust necessary for such interpersonal support. Moreover, it hinders the development of critical reasoning and turns us into captive audiences, all of which undermines our autonomy competency. Is there still a way to enjoy ad-freedom?

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the author
  • About the book
  • This eBook can be cited
  • Contents
  • Acknowledgments
  • 0 Setting the Scene
  • 0.1. The Omnipresence of Advertising: Vignettes
  • 0.2. The Omnipresence of Advertising: An Introduction
  • 0.3. Focus on Personal Autonomy
  • 0.4. Sources of Inspiration
  • 0.4.1. American Legal Doctrine
  • 0.4.2. Feminist Ethics
  • 0.4.3. Urban Studies and Spatial Thinking
  • 0.5. The Spatial and Temporal Aspects of the Omnipresence of Advertising
  • 0.5.2. The Spatial Aspect
  • 0.5.3. The Temporal Aspect
  • 0.6. Important Definitions
  • 0.7. How to Read This Book and How It Came to Be
  • 1 Portraying the Omnipresence of Advertising
  • 1.1. Introduction
  • 1.2. What Does the Term “Omnipresence” Mean?
  • 1.3. Everyday Manifestations of the Omnipresence of Advertising
  • 1.3.1. Jails
  • 1.3.2. Police Service
  • 1.3.3. Fire and Rescue Service
  • 1.3.4. Medical Service
  • 1.3.5. Schools
  • 1.3.6. Sports Facilities and Broadcasts
  • 1.3.7. Means of Entertainment: Videogames, Films, 
Books, Songs
  • 1.3.8. Means of Transport
  • 1.3.9. Private Cars and Houses
  • 1.3.10. Church Buildings and Church Grounds
  • 1.3.11. More Municipal Advertising: Green Areas, 
Pouring Rights
  • 1.3.12. Municipal Marketing in Public Toilets
  • 1.3.13. Branded Nature Outside the City
  • 1.3.14. Human Body
  • 1.4. First Approximation at a Definition of the Omnipresence of Advertising
  • 1.5. Conclusions
  • 2 Arguing Against the Omnipresence of Advertising Through the Lens of Relational Autonomy
  • 2.1. Introduction
  • 2.2. The Theoretical Part: Autonomy
  • 2.2.1. Personal Autonomy
  • 2.2.2. Relational Autonomy
  • 2.2.3. An Amalgam of Meyers and Sneddon, and an Additional Element
  • 2.2.4. Autonomy of Choice and Autonomy of Persons
  • 2.2.5. Autonomy of Choice
  • 2.2.6. Self-Shaping, Autonomy Skills, and the Dynamic Self
  • 2.2.7. Self-Trust (and Trust)
  • 2.2.8. Self-Knowledge and Self-Discovery
  • 2.3. The Argumentative Part: A Critique of the Omnipresence of Advertising
  • 2.3.1. The Omnipresence of Advertising Influencing Autonomy of Choice
  • 2.3.1.1. The Argument from a Captive Audience
  • 2.3.2. The Omnipresence of Advertising Influencing the Development, Maintenance, and Exercise of Autonomy Competence
  • 2.3.2.1. The Argument from Hindering Critical Reasoning
  • 2.3.2.2. The Argument from Non-Benign Objectification and the Erosion of Trust
  • 2.4. Conclusions
  • 3 Conclusions: Towards Ad-Freedom
  • 3.1. Definition-Related Conclusions
  • 3.1.1. A Brief Summary of the Definitional Exploration
  • 3.1.2. The Final Step of the Definitional Exploration
  • 3.2. Objection-Related and Argument-Related Conclusions
  • 3.2.1. The Objection
  • 3.2.2. Answering the Objection
  • 3.3. Solution-Related Conclusions
  • 3.3.1. Solution-Related Concluding Thoughts and Guidelines
  • 3.3.2. Solutions Are Possible: An Example
  • 3.3.3. Less Than Ideal Solutions: The Satisfactory Level
  • 3.4. To Close and to Inspire
  • 3.4.1. Ad-Freedom
  • 3.4.2. Paid Non-Exposure to Advertising
  • 3.4.3. Paths for Further Study
  • 3.4.4. Final Remarks
  • 4 The Legal Appendix
  • 4.1. Introduction
  • 4.2. Commercial Speech in the American Legal Discourse
  • 4.2.1. Commercial Speech Versus Noncommercial Speech
  • 4.2.2. The Value of Commercial Speech
  • 4.2.3. Freedom of Commercial Speech and Its Limitations
  • 4.2.4. The Captive Audience Doctrine
  • 4.2.5. The Pervasiveness of Commercial Speech
  • 4.2.5.1. Charles Black: An Early Intuition (1950s)
  • 4.2.5.2. R. George Wright: Right on Time (1990s)
  • 5 The Ethical Appendix
  • 5.1. Introduction
  • 5.2. The Autonomist Analysis of Advertising in the Ethical 
Discourse
  • 5.2.1. Arrington’s Frankfurtian Autonomist Defense of Advertising and Its Criticisms
  • 5.2.2. Sneddon’s Taylorian Autonomist Criticism of Advertising
  • 5.2.3. Cunningham’s Nogglian Autonomist Defense of Advertising
  • 5.2.4. Villarán’s Kantian Autonomist Criticism of Advertising
  • 5.3. The Omnipresence of Advertising Mentioned in the Ethical Discourse
  • 5.3.1. Edward Spence, in Collaboration with Brett 
Van Heekeren
  • 5.3.1.1. The Freedom of Choice Argument/The Privacy Argument
  • 5.3.1.2. The Suspension of Discontent Argument
  • 5.3.1.3. The Time-Out Argument
  • 5.3.1.4. The Preservation of Aesthetic Space Argument
  • 5.3.1.5. The Deception Argument
  • 5.3.1.6. The Overload Argument
  • 5.3.1.7. Spence’s and Van Heekeren’s Concluding Remarks
  • 5.3.1.8. Spence’s Additional Argument of 2018
  • 5.3.2. Michael Sandel
  • 5.3.2.1. The Argument from Freedom of Choice or the Laissez-Faire Argument
  • 5.3.2.2. The Argument from Coercion and Unfairness
  • 5.3.2.3. The Argument from Degradation and Corruption
  • 5.3.2.4. The Argument from Pollution
  • 5.3.3. Andrew Sneddon
  • 5.3.3.1. The Argument from Cognitive, Volitional, and Ontological Impoverishment
  • 6 The Short Linguistic Appendix
  • References
  • Primary References
  • The Main Section
  • The Legal Acts Section (from the most recent to the earliest)
  • Secondary References: Non-Academic
  • The Main Section (in alphabetical order)
  • The Dictionary Entries Section
  • Films, Television Series, Shows, Songs, and Videogames Referred to in the Thesis (from the most recent to the earliest)
  • Series Index

Acknowledgments

For intellectual inspiration, I wish to express my gratitude towards Atty. Mirosław Sajewicz, Prof. Paweł Łuków, Prof. Marcin Poręba, Prof. Magdalena Borowska, Frédéric Pallu.

For other kinds of inspiration and support, I would like to thank Prof. Ryszard Iwanowski (†), Prof. Zdzisław Naniewicz (†), Jolanta Naniewicz, Gregory Szczurek, Lilia Sajewicz-Iwanowska, Jolanta Sajewicz-Świackiewicz, as well as the tea artisans of Hoshino-mura, Yame District, Fukuoka Prefecture, Japan.

0 Setting the Scene

“Advertising is a pervasive presence in society—on television, radio, magazines, newspapers, handbills, posters, billboards, direct mail and on the Internet. Advertising is everywhere. We are besieged with commercials at airport baggage carousels, on corporate telephone lines, on flashing screens at the local market, etc.”

J.A. Cohan “Towards a New Paradigm in the Ethics of Women’s Advertising” (2001)

0.1. The Omnipresence of Advertising: Vignettes

A primary school kid is writing a mathematics test. On the bottom of the test sheet there is an advertisement of the local pizza restaurant.

A classic music fan reads a book about the life of one of her favorite cellists: to her surprise, she finds that the back cover of the book has been used as advertising space for a textile manufacturer.

A person enters a taxi they have ordered. On the back of the driver’s seat, just in front of the passenger’s eyes, there is a television screen playing advertisements adjusted to the gender and age of the freshly seated passenger. More advertising, in the form of an advertising poster, is visible below the screen.

A woman who has given birth enters a hospital room. On the windowsill, she finds a breastfeeding manual written by medical professionals: alongside medical information and health advice, the manual features an advertisement of a lactation-boosting supplement, accompanied by a few samples of the product. When leaving the hospital, the woman also receives a sampling package from the hands of a medical professional: inside are different product samples with advertising leaflets, as well as a postnatal health manual where medical information is interspersed with advertisements.

At a jail lobby, a person is waiting to visit a detained relative. The lobby is equipped with a large television screen that keeps playing advertisements.

In an airplane, a passenger is seated for a three-hour flight. On the back of the seat—just in front of the passenger’s eyes—there is an advertisement sticker. All along the airplane aisle, there are multiple monitors hanging from the cabin ceiling, playing air flight information interspersed with advertisements.

At a parent-teacher meeting at school, a parent receives a report card that communicates the academic performance of their child. The report card is wrapped in a special colorful jacket with a logo of a fast-food chain.

Sitting on a bench, a man watches a leaf fall of a tree. He sees a woman who raises her arm, trying to catch the leaf. A small advertisement is stamped onto the skin of the woman’s armpit.

A person goes for a swim in the ocean. As they enter the beach, they notice imprints on the sand. All across the beach, commercial logos are stamped into the sand.

0.2. The Omnipresence of Advertising: An Introduction

The short vignettes from the previous section paint a preliminary sketch of a bourgeoning trend within contemporary advertising: to be everywhere, or—in the words of Jay Walker-Smith, President of the Marketing Firm Yankelovich—“to cover every blank space with some kind of brand logo or a promotion or an advertisement” (Johnson, 17 Sep 2006). The advertisers themselves openly admit that reaching the consumer anywhere and everywhere is something they strive for. Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group, explains it in the following manner: “We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere. Ubiquity is the new exclusivity” (Story, 15 Jan 2007). Walker-Smith, on the other hand, admits that striving for the omnipresence of advertising is a self-propelling advertising strategy which makes the advertisers keep raising the bar and crossing the limits: “Everywhere we turn we’re saturated with advertising messages trying to get our attention (…) All of this marketing saturation that’s going on is creating this kind of arms race between marketers where they have to up the ante the next time out because their competitors have upped the ante the last time they were out. And the only way you can win is to have more saturation” (Johnson, 17 Sep 2006).

As a result, the omnipresence of advertising seems to be characterized by the advertisers respecting no boundaries as to where or when advertising might appear: in Chapter 1, I will illustrate this tendency by providing plenty of real-life examples of types of space and events that used to be free from advertising—often for a good reason—but have lost this status. This lack of respect for boundaries displayed by advertising that aims to be ubiquitous has been noted by such philosophers as Michael Sandel or Edward Spence. Sandel writes about the “boundlessness” of the proliferation of advertising we have been experiencing since the 1990s (2013, 186). However, he also underscores that “it is not easy to explain what is wrong with the proliferation of advertising we have witnessed in the last two decades” (185). In a similar vein, Spence (in collaboration with Brett Van Heekeren) talks about “the pervasiveness and unrestricted proliferation of advertising that threatens to engulf all aspects of our private and public domains” and refers to it as “the biggest ethical problem in advertising” that remains unsolved (Spence, Van Heekeren, 2005, 122). As the empirical material in Chapter 1 will make clear, this is a “problem” in the sense that advertising which aims to be ubiquitous and respects no boundaries is perceived by people as inappropriate, invasive, and intrusive.

Details

Pages
204
Publication Year
2024
ISBN (PDF)
9783631920237
ISBN (ePUB)
9783631920244
ISBN (Hardcover)
9783631905838
DOI
10.3726/b21913
Language
English
Publication date
2024 (October)
Keywords
trust erosion ad-freedom critical reasoning captive audience relational autonomy
Published
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2024. 204 pp.
Product Safety
Peter Lang Group AG

Biographical notes

Joanna Iwanowska (Author)

Joanna Iwanowska, PhD, is an ethicist whose research focuses mainly on relational ethics, especially relational autonomy, and the ethics of advertising. She is a lecturer at the Philosophy Department, University of Warsaw, and an editor at the academic journal ETYKA.

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Title: Omnipresence of Advertising