(getting this old guy back out again-- rereading it with richard...i'm actually rereading my own review as a little warm up...upon review, i now think i might not have had a particularly sophisticated grasp on what was going here the first time around. maybe i'll update when i've slogged through it again in a couple of weeks.)
i love allan gibbard's expressivism. the arguments here are pretty sophisticated-- it's not what you'd call an introductory text-- it gets into the gritty details of noncognitivism, effectively addressing many of the perceived problems with the theory.
the basic expressivist idea is that when i make a moral claim ('eating meat is wrong', for example), i'm not stating a belief that i have about the world so much as expressing a preference of mine (so when you assert that eating meat is wrong, you're expressing your feelings of disapproval, as opposed to making some claim about wrongness as a real property in the world, which inheres in the act of meat eating). simplistic accounts of expressivism often equate expressivist moral claims as "boo!"/"yea!" claims (e.g. "eating meat: boo!"), but according to gibbard what sets our normative claims apart from mere belief, which are still, is that normative claims are plan-laden-- imbued with the intention to behave in a particular way in possible circumstances. we're consummate planners, he says, planning for what we will do in an almost endless array of circumstances ranging from the very likely to the vanishingly improbable, planning even for what we would do if we were someone else, or if we were ourselves in their circumstances. we think on these questions and consult one another on them constantly-- trying to decide what we should do, to establish the "to be done-ness" of a possible course of action. the idea is that when we identify this quality of to-be-doneness, it's a lot like acquiring a belief-- a quasi-belief, i believe he calls it.
anyway, while this is a somewhat technical book, there are real moments of beauty. i mean quasi-real moments of beauty! if you're interested in contemporary ethical theory, it's a must.