Does advertising pervert higher education? The case for resistance

Gibbs, Paul ORCID: https://orcid.org/0000-0002-9773-3977 (2007) Does advertising pervert higher education? The case for resistance. Journal of Marketing for Higher Education, 17 (1) . pp. 3-11. ISSN 0884-1241 [Article] (doi:10.1300/J050v17n01_02)

Abstract

My argument is that when marketing-particularly advertising-may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions.

This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and manipulative it is potentially exploitative and that this exploitation can harm the goal of an education for a common good. Should it do this then it becomes morally problematic.

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