LEADER 04356nam 2200625 450 001 9910787006703321 005 20230126212334.0 010 $a0-255-36667-1 035 $a(CKB)3710000000264468 035 $a(EBL)1822987 035 $a(SSID)ssj0001399998 035 $a(PQKBManifestationID)11808858 035 $a(PQKBTitleCode)TC0001399998 035 $a(PQKBWorkID)11458089 035 $a(PQKB)10642465 035 $a(MiAaPQ)EBC1822987 035 $a(EXLCZ)993710000000264468 100 $a20141106h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAdvertising in a free society /$fRalph Harris, Arthur Seldon ; with an introduction by Christopher Snowdon 210 1$aLondon, England :$cThe Institute of Economic Affairs,$d2014. 210 4$dİ2014 215 $a1 online resource (206 p.) 225 1 $aHobart Papers 300 $aDescription based upon print version of record. 311 $a1-322-30396-7 311 $a0-255-36696-5 320 $aIncludes bibliographical references. 327 $aThe author; Foreword; Summary; Part 1; Introduction toAdvertising in a Free Society; Christopher Snowdon; Background; The economic evidence; Economic evidence: the consumer; Economic evidence: the producer; Does advertising create monopolies?; Advertising and market power; Widening the extent of the market; Brand loyalty, added value and manipulation; Added value and brand loyalty; The manipulation of consumers?; Does nanny know best?; Social criticisms of advertising; Advertising and single issue campaigners; Advertising, smoking, drinking and public health; The 'tyranny' of choice 327 $aTruth in advertisingReferences; Part 2; Advertising in a Free Society: The Condensed Version; Ralph Harris and Arthur Seldon; About the condensed version; What they have said; Original acknowledgement; Introduction; The need for advertising; Costs of marketing; The mass market; A national press; Branded goods; Revolution in retailing; Early examples and excesses; Advertising arrives; The critics; The classical critics; The left-wing critics; Retailer domination; The criticism examined: information or persuasion?; New wants; How much information?; Oligopoly: who dominates whom? 327 $aLong-term competitionInnovation; Freedom of choice; The claims; Reducing costs; Alternative methods; Stimulating demand; Reducing fluctuations; Competition and choice; Too much innovation?; A guarantee of quality and value?; Advertising as an incentive; Worlds to conquer; Sovereign or puppet?; Sovereignty in theory; Sovereignty in practice: consumer and citizen; Satisfaction for consumers; Let the advertiser beware; The role of the consumer; Let the buyer beware; Appendix A: The detergent halo; Appendix B: 'Hidden persuasion'; Appendix C: Political advertising; Appeals to hope 327 $aAppeals to fearThe 1956 version of truth in Labour propaganda; Appendix D: A subsidised press?; Appendix E: Restrictive practices in printing and their effects on advertising costs; Appendix F: The battle for commercial television - who was right?; Forecasts; Results; References 330 $aThis new version of 'Advertising in a Free Society' is valuable reminder of the fundamental role advertising plays in society. Although the criticisms aimed towards it, which Ralph Harris and Arthur Seldon aimed to dispel over half a century ago, continue to gain support, policy makers and campaigners risk undermining our freedom if they continue this crusade against the advertising industry. We should celebrate the fact that advertising empowers the everyday shopper, rather than undermining both businesses and consumers through constraining the industry. 410 0$aHobart Papers 606 $aAdvertising$zGreat Britain 606 $aCapitalism$xSocial aspects 606 $aFreedom of speech 615 0$aAdvertising 615 0$aCapitalism$xSocial aspects. 615 0$aFreedom of speech. 676 $a659.132 700 $aHarris$b Ralph$0123479 702 $aSeldon$b Arthur 702 $aSnowdon$b Christopher 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910787006703321 996 $aAdvertising in a free society$93780056 997 $aUNINA