Advertising in a Free Society - Institute of Economic Affairs

Advertising in a Free Society

Advertising in a Free Society

RALPH HARRIS ARTHUR SELDON with an introduction by CHRISTOPHER SNOWDON

The Institute of Economic Affairs

First published in Great Britain in 1959 and this edition published in Great Britain in 2014 by

The Institute of Economic Affairs 2 Lord North Street Westminster London SW1P 3LB

in association with London Publishing Partnership Ltd londonpublishingpartnership.co.uk

The mission of the Institute of Economic Affairs is to improve understanding of the fundamental institutions of a free society by analysing and expounding

the role of markets in solving economic and social problems.

Copyright ? The Institute of Economic Affairs 2014

The moral right of the author has been asserted.

All rights reserved. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the publisher of this book.

A CIP catalogue record for this book is available from the British Library.

ISBN 978-0-255-36696-0

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Typeset in Kepler by T&T Productions Ltd

Originally printed in Great Britain by The Stellar Press Ltd This edition printed and bound in Great Britain by Page Bros

CONTENTS

The author

ix

Foreword

x

Summary

xiii

Part 1

1

Introduction to

Advertising in a Free Society

1

Christopher Snowdon

1 Background

3

2 The economic evidence

6

Economic evidence: the consumer

6

Economic evidence: the producer

8

3 Does advertising create monopolies?

12

Advertising and market power

12

Widening the extent of the market

16

4 Brand loyalty, added value and manipulation18

Added value and brand loyalty

18

The manipulation of consumers?

23

v

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