Mass Moralizing: Marketing and Moral Storytelling by Phil Hopkins PDF

By Phil Hopkins

ISBN-10: 0739188526

ISBN-13: 9780739188521

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

Phil Hopkins explores those narratives’ impression on how we expect approximately ourselves and our ethical probabilities, our cultural principles 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 id and international, the truth-telling pretenses of mass advertising and marketing, and the expansion of moralizing because the fundamental ethical discourse perform in modern buyer tradition. Mass Moralizing scrutinizes the best way advertising and marketing speaks to us in explicitly moralistic phrases, considerably influencing how we predict approximately ourselves and our ethical chances.

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Sample text

We are told what was done, what happened in some particular situation, and are allowed to try that possible way of being on for size in our own projected or concrete circumstances. Indeed, we are invited, as Booth explains, to inhabit the narrative world as our own, to compare the narrative world to our own narratively constructed lived world, and discover the points of relation and conflict, agreement and departure. Such activity is necessarily, as he says, an ethical critique. By means of that activity, we try on and try out what might be done, allowed not merely to accept or reject, as we must any proposition articulating objective necessity, but to weigh and valuate, to measure and fit, what could be done until we derive what should be done, at least by us in the given circumstances, which is what we always need to decide.

32 He explains: As temporal beings, we have pasts and (we hope) futures; as temporal agents we act so as to project ourselves towards those uncertain futures. As selfconscious temporal agents we are aware of the pasts that we have and we consciously attempt to build our futures on the basis of those pasts as we understand them . . We live our lives forwards with an always partial and revisable sense of what they mean to us, a sense that we try to build as we live . . this means that we live our lives as narratives.

As George Herbert Mead puts it: “The individual experiences himself . . ” 22 Michel de Certeau claims that over a century of anthropological, sociological, psychoanalytic and economic research has thoroughly challenged the story that the self is primarily individual and groups are composed of and reducible to individuals, assumed to be the primitives in and origins of social interactions. He argues that our social relations determine their terms, and that each individual is a kind of locus of a plurality of such relations, each and all of them fluidly interacting with the whole.

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Mass Moralizing: Marketing and Moral Storytelling by Phil Hopkins


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