Coercive Marketing Techniques

Paper Summary:

This paper looks at how Douglas Rushkoff, author of "Coercion", claims that marketing techniques are infringements on consumers' liberty. It also discusses how, in comparison, John Stuart Mill's principle in his work "On Liberty", shows us marketing techniques in a more positive light and how more often than not, they do not infringe on our liberty of choice. The paper discusses the various reasons why we are not subject to coercion when we shop.

From the Paper:

" The difference between watching an advertisement and listening to propaganda or abiding by societal influences, is that your livelihood is affected in both the latter situations. You would not lose friends, or your job, or even your life, when you block out marketing techniques. But the same might not be true when it comes to government or societies trying to persuade you. Many a times, these influences affect your livelihood, and you are forced to allow them to influence you. Many listen to political rallies because they are worried that they would vote for the wrong party, resulting in loss of benefits or bad government (i.e. the 'harm' in the principle). "

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