Mass Moralizing: Marketing and Moral Storytelling

by Phil Hopkins

Mass Moralizing: Marketing and Moral Storytelling examines the narratives of today s brand marketing, which largely focuses on creating an emotional attachment to a brand rather than directly promoting a product s qualities or features. Phil Hopkins explores these narratives influence on how we think about ourselves and our moral possibilities, our cultural ideas about morality, and our relations to each other. He closely studies the relationship between three interrelated dynamics: the power of narrative in the construction of identity and world, the truth-telling pretenses of mass marketing, and the growth of moralizing as the primary moral discourse practice in contemporary consumer culture. Mass Moralizing scrutinizes the way marketing speaks to us in explicitly moralistic terms, significantly influencing how we think about ourselves and our moral possibilities."

Genres: Business

258 pages, Hardcover

First published March 15, 2015

Reviews

[Sung Yee Poon · Rating 5 out of 5]

This book is basically advertising from the eyes of a philosopher.The first part on Self and World is more like the writing of a philosopher and academics, not really easy or interesting reading. I really enjoy the second part on Mass Moralizing, in particular the chapter on morality for sale. the analysis of American advertising as lessons on life, value and moral is most interesting for an non-American reader. The writing is also more reader-friendly. All in all I find the book informative and thought provoking.

[Muriel Vandermeulen · Rating 5 out of 5]

Very interesting and inspiring. Quite innovative approach of marketing and ethics. And easy to read!

[Lisa · Rating 5 out of 5]

Brilliant, well-written, insightful! Razor-sharp analysis of our mass marketing world.