American democracy depends on the free exchange of ideas to create a rational and well informed public, which, in turn, makes decisions that benefit society as a whole. Unfortunately, media reliance on advertising may be eroding the necessary free flow of information. This article addresses the proper role of advertisers in the media. Certainly advertisers enjoy some degree of economic power over the media, but should that influence be used to control media content? Arendt's view of communicative power demonstrates how (...) advertisers' power originates with the public. Donaldson's social contract theory of business explains why that power entails responsibility and why advertisers are obligated not to abuse it. (shrink)

The purpose of this article is to examine three different approaches to autonomy in order to demonstrate how each leads to a different conclusion about the ethicality of advertising. I contend that Noggle''s (1995) belief-based autonomy theory provides the most complete understanding of autonomy. Read in conjunction with Arendt''s theory of cooperative power, Noggle''s theory leads to the conclusion that advertising does not violate consumers'' autonomy. Although it is possible for advertisers to abuse the power granted them by society these (...) abuses do not constitute a violation of consumers'' autonomy. (shrink)