Five Baselines for Justification in Persuasion

Abstract

A framework is introduced consisting of five baselines of ethical justification for professional persuasive communications. The models (self-interest, entitlement, enlightened self-interest, social responsibility, and kingdom of ends) provide a conceptual structure by which to identify and analyze the ethical reasoning, underlying justifications, motivations, and decision making in professional persuasive practices (advertising, public relations, marketing). Although the emphasis of this article is on defining the constructs, their ethical soundness as justification for persuasive practices and their usefulness in establishing direction and methodologies for research in persuasive also are addressed.

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