Abstract

To advance the philosophical debate of advertising's role in society, in this article I situate the natural tendencies of individuals that manifest themselves in economic relationships within the broader context of natural-law theory. I propose that a natural tendency to exchange goods underscores the classical liberal economic model. As a result, individuals have a natural inclination toward the use of persuasive rhetoric. In addition, as animale symbolicum, individuals have a natural tendency toward symbol use and creation, which in turn affects the production and consumption of persuasive discourse. In light of these particular natural inclinations, I suggest that natural law can justify the institution of advertising.