In Defense of Advertising is a theoretical defense based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It argues that the proper foundations of advertising are reason, ethical egoism, and laissez-faire capitalism. Its theme is that the social and economic criticisms of advertising are false because they are based on a false philo­sophic and economic world view. Only an alter­native world view can refute the charges and put forth a positive moral evaluation of advertising's role (...) in human life. The author defends advertising because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists. (shrink)

According to the ‘mating intelligence’ theory by evolutionary psychologist Geoffrey Miller, human morality is a system of sexually selected traits which serve as costly signals to the other sex about one’s fitness and readiness to take care for possible offspring. Starting from the standard prediction of evolutionary psychology that sexual selection produces psychological sex differences in human mating strategies, ‘mating intelligence’ theory is analyzed for its compatibility with several psychological theories about sex differences in moral traits like moral reasoning, judgment (...) and orientation. It is argued that the ‘mating intelligence’ theory, as a theory about the the evolution of morality, comes too dangerously close to being unfalsifiable because it embodies some auxiliary hypotheses and vague definitions which make it practically immune to every possible empirical finding concerning sex differences in human moral traits. (shrink)