Modern commercial society has been criticized for attenuating virtue and inhibiting the ethical self-realization of its participants. But Adam Smith, a founding father of liberal commercial modernity, anticipated precisely this critique and took specific measures to circumvent it. This article presents these measures via an analysis of his response to the critique of liberal commercial modernity set forth by Rousseau. It principally argues that Smith's distinctions of the love of praise from the love of praiseworthiness, and the love of glory (...) from the love of virtue, were elements of a normative moral education that sought to elevate civilized man's corrupted self-love, and thereby recover within modern commercial society a respect for ethical nobility. (shrink)

There is a tension apparent in Adam Ferguson's Essay on the History of Civil Society between his naturalistic account of the history of societies as emanating from principles of human nature on the one hand, and on the other, the rhetorically charged moralism that readers have generally noted in his critique of contemporary polished and commercial societies. This is related in the article to questions about the appropriate relationship between forms of rhetoric and the writing of moral and political philosophy (...) as they appeared in early-modern political thought and were taken up by other figures in the Scottish Enlightenment (most notably Hume). The article shows how reading Ferguson's text as an exercise in political rhetoric, which harnesses the additional force of forensic and demonstrative forms of eloquence, can provide a basis for understanding not only the intended relationship between the two sides of its argument but also its relationship with Ferguson's role as a teacher of morals at Edinburgh University. (shrink)