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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Human Flourishing Theory in Advertising: Case Studies

Author(s): Craig Davis, Timothy Brotherton

Citation: Craig Davis, Timothy Brotherton, (2013) "Human Flourishing Theory in Advertising: Case Studies," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 83 - 94

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This manuscript examines the subject of human flourishing and its use in current advertisements. Human

flourishing was developed by Aristotle over 2000 years ago. Despite clear examples of human flourishing

appeals currently being used by advertising practitioners, there has been little academic research in the

advertising or marketing literature. This manuscript attempts to interpret the developments of human

flourishing and develops them for advertisers. The authors define human flourishing theory in the

advertising context and provide three case studies of advertisements believed to represent human

flourishing appeals for television, print, and websites.