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Moral Manipulation

A Kantian Take on Advertising and Campaigning
Sylvia Gunn
The Australian National University
Ebba Brunnstrom
Grace Engelman
Matthew Flathers
Fall 2018

Kantian moral philosophy applied to appeals to emotion in advertising and campaigning; analysis, comparison and critique.

The ethics of manipulation are important for anyone whose goals rely on changing people’s behavior, but who do not wish to violate moral laws. Kant’s emphasis on avoiding the violation of others’ humanity makes his philosophy particularly applicable to this topic. Although Kantian philosophy tells us that lying is immoral, the status of appealing to animal instincts is unclear. This essay will define a common maxim to describe these appeals in advertising and campaigning, and analyze this maxim under each formulation of Kant’s categorical imperative. Previous work has considered the ethics of advertising, Kantian and otherwise, without making the comparison to campaigning. This article will shine further light on the importance of understanding the value of emotion in Kantian philosophy, rather than rejecting appeals to emotion entirely.


Kantian philosophy requires that we define a maxim to describe the action, and its context, and its intention, in order to analyze an agent’s choice and its moral implications. This essay takes ‘appeals to emotion’ and ‘appeals to animal nature’ to refer to the same behavior, namely the use of persuasive techniques to create an instinctual or emotional response in our target, rather than a purely rational response. In the Kantian sense, rationality refers to one’s deliberate actions, which can take into account emotions, higher order desires, and moral considerations. The examples of advertising and campaigning will aid in this discussion. To avoid consideration of a ‘cool-off period’ during which the emotional response might wear off or be rationally processed, we will assume that the target can act immediately in response to the appeal. The advertiser wishes to convince people to buy their product or service, and uses appeals to serve this purpose. For example, an insurance salesperson might appeal to fear, recounting tales of disasters to compel potential customers to buy the most comprehensive plans. Alternatively, a company may use associative advertising, which involves portraying someone who uses the product or service as happy, successful, or otherwise benefitted, without explicitly claiming that the product creates this result. Conversely, the campaigner may make an appeal to empathy, displaying images of starving children in order to compel potential supporters to donate. The maxim, in both cases, is “Where it serves my purpose, I will make an appeal to my target’s animal instincts, to encourage them to do what I want”.


In order to determine whether my maxim is permissible in Kant, we shall put it through all three formulations of the categorical imperative in the Groundwork to the Metaphysics of Morals. The categorical imperative is intended to be a universal concept of morality, acceptable to all moral beings. Kant claims that there is “only a single categorical imperative”[1] which is the formula of universal law. The other formulations, that of humanity and that of the kingdom of ends, are alternative ways of spelling out the same moral ideals. Each provides guidance, particularly when maxims are vague and manipulable, or when some formulation does not produce clear results.


The first half of this essay analyses the maxim under Kant’s three formulations, concluding that appeals are only ethical in the Kantian sense when there is a certain degree of certainty that the target knows that those appeals are occurring. The first formulation, the formula for universal law, tells us that maxims are only acceptable if it would be possible and acceptable for them to become universal law. According to this formula, emotional appeals are not wholly unacceptable, but they may in some cases interfere with my other ends. The second formulation, the formula for humanity, tells us that one must never violate another’s autonomy or rational capacity. Thus, appeals are only acceptable if my target is aware of their occurrence. Finally, the third formulation, the kingdom of ends, requires me to act on the expectation that others are generally rational, although they can be temporarily overcome by emotion. Thus I should make appeals only when the context makes it clear that appeals are occurring – such as in advertising slots. Moreover, in situations where I can gauge whether the person is engaging rationally, I need not exercise the same caution before the appeal is made. This implies that direct interactions, such as campaign conversations, may allow for stronger appeals to emotion than broadcast communications such as adverts.


This does not draw out a clear distinction between the use of appeals in advertising and their use in campaigning, but it does give both campaigners and door-to-door salespeople some extra scope. The second section of this essay discusses two issues with this conclusion. Firstly, it fails to distinguish between appeals to harmless emotions and emotions that reflect harmful societal norms. Secondly, it does not take into account the larger good consequences of an action, particularly relating to campaigning. These objections constitute a rejection of Kantian philosophy, which does not allow for any sacrifice of human rationality for the greater good, in favor of a pluralist philosophy. Rather than a weakness, this second objection could describe a strength of Kantian philosophy: it provides a framework for a theory of slow and sure social change, which does not rely on human’s animal instincts, but only their rationality.

Existing Literature


Philips considers the question of emotionally manipulative advertising in relation to multiple ethical frameworks and concludes that the Kantian perspective would rule it out. His consideration of the formula of universal law finds that you should not engage in manipulative advertising that would work on you, as the universalization of this maxim would see you manipulated, which conflicts with your other ends. Interpreting Kant’s formula for humanity to mean that one must not override the will by appealing to emotion, he initially finds that his maxim does not treat humanity as an end in itself. He then provides a reshaped maxim that characterizes appeals as an argument that the target engages with rationally. To Phillips, it is unclear which of these maxims is correct under the Kantian account.[2] My account, in contrast, will apply Kantian moral psychology to appeals, incorporating the target’s engagement with the appeal. Partially because of this, and partially because my maxim only includes appeals that will work to some extent if the target is aware of its occurrence, my conclusion is different from Phillips' version. In contrast, Phillips’ maxim includes subliminal messaging, which works exclusively when the target does not know that they are occurring.


Kant addresses some related topics that aid the discussion of this question, without directly addressing the issue at hand. These examples provide context to the question, and allow for assessment of our interpretation of Kant. If an interpretation changes the conclusions that we have already accepted, that interpretation is not hugely accurate to the original ideas. Beyond that, Herman’s perspective on interpretations is a good guide: it is enough to argue that one can [interpret it that way]. The rest should be decided by the fruitfulness of the concept.’[3] Rather than try to find the opinion that Kant would have held, particularly considering that his views on many issues were inconsistent with his philosophy,[4] we should develop an interpretation based on the parts of Kant’s philosophy that we accept.


Kant’s discussion of the false promise finds it immoral under each formulation of the categorical imperative. The maxim ‘[I will,] when hard pressed, make a promise with the intention not to keep it’ is not universalizable, as it would not be possible if everybody applied it by law, and everyone thus became aware that promises held no value.[5] Moreover, it violates the target’s humanity on two counts. Firstly, they are unable to give or withhold consent to the lie, and secondly, they would not agree to the promise if they knew it were a lie. Deception is comparable but not equivalent to appeals to animal instinct, which can involve deception of the will. If levels of manipulation can be placed on a scale, depending on the extent that informed choice is taken from the target, the lying promise is a well-defined immoral upper bound.


Kant’s discussion of our duties towards animals and children are also relevant to this discussion; they give insights into our treatment of irrational actions. Rather than interacting with less rational beings, my maxim involves appealing to the less rational instincts within rational beings. In doing this, we should acknowledge that people have different capacities for rationality. In relation to animals, one’s duty is to avoid unnecessary mistreatment, but this is primarily to protect our own moral senses. Some interpretations of Kant have expanded on these duties based on animals’ partial rationality.[6] It is also acceptable to treat children and the mentally impaired differently from fully rational adults, but with more restrictions again, noting their partial or changing levels of rationality. In valuing rationality, we should promote and enhance the rationally of such beings,[7] without holding them as responsible as we do fully rational adults.


The Formula for Universal Law


According to Kantian analysis, there is no perfect duty against the maxim of appeal to emotion. A perfect duty exists against a maxim where it would not be possible to will it if it were universal law.[8] Although the concept of a maxim being universal law is contested, it essentially means that any rational agent who found themself in the same context with the same intention would perform the same action. Unlike in the example of the lying promise explained above, appeals to animal nature can still be effective even when people are aware that they might be occurring, and even when people know for sure that they are happening. In our insurance advertising example, awareness of an emotional argument does not dissipate our fear that the same disasters could befall us. Knowledge that an appeal is occurring makes us more critical of the appeal in the same way that knowledge of a news publication being biased will make us more critical of the way it presents the facts. Thus, the maxim may be less likely to make the target do what I want if the maxim is universalized, but it will still encourage them. For example, a rational response to an associative advertisement for perfume would be to acknowledge that the positive emotions evoked might make me enjoy the product more, allowing this to influence my decision to buy it, along with the actual smell of the perfume, its price and my perception of the company. Universalization of my maxim would weaken its effect, but allow it the same meaning and similar result.


Whether there is an imperfect duty against this maxim is indeterminate. The imperfect duty exists where the establishment of my maxim as universal law conflicts with my other end(s). A world where people, as universal law, appeal to animal instinct rather than rationality whenever it suits them could inhibit the realization of one’s other ends in a range of ways. The most obvious of these is if others used the appeals to change my behavior and in the process abandon my original ends. Phillips argues that this would only rule out making appeals that I know would work on me, which would not make for universal moral duty between different people.[9] However, this interpretation simplifies universalization, which would be a rather complex process. As Rawls argues, the formula for universal law creates an “adjusted social world” wherein agents practice such appeals as though it is inherent to their nature.[10] The existence of such a social world could involve a range of things, depending on how the idea of universal law is understood. At one extreme, we would not be able to tell when we ourselves are making these appeals, and they thus would be almost unrecognizable when others were making them to us. This would make us more susceptible to them and thus more likely to be swayed against our will. The opposite extreme, that we are aware of these appeals but still unable to stop ourselves from making them, would have different implications. The appeals would still work in some cases, but they would presumably fail whenever they were not adequately appealing to the will, which would be aware of the appeals, and decide rationally to accept them on the basis of emotional desires. However, the best interpretation seems to be somewhere in between these: although we would recognize these appeals sometimes, we would not understand them well enough to always recognize them. If this maxim were to be taken as a universal law like gravity or Pythagoras’ Theorem, it would gradually be increasingly understood through science – in particular, psychology and behavioral science. The exact effect of universalizing this maxim is, due to this complexity, unclear.


The Formula for Humanity


Kant’s formula of humanity as an end in itself gives us significantly clearer guidance for the maxim. Kant requires not that we never use other rational beings as means, as that would be near impossible, but that we never use them merely as means.[11] Any act where someone uses another as a means to an end consensually is acceptable. For example, if Alice buys a coffee from a barista at a mutually acceptable rate, they have both acted morally, despite Alice using the barista as her means to acquire a coffee, and the barista using Alice as their means to acquire money. However, we do not owe the same duty to irrational beings. It is the presence of a will that makes someone human, and it is this humanity to which one owes consent.


Two different characterizations of humans’ decision-making capacities, which we shall respectively call ‘irrational’ and ‘rational’, point us to similar conclusions, but with slightly different implications. Kant describes our decision-making as generally rational, except in the cases where our emotions become “affects” and “passions”, and we lose some control of our actions, in which case we are irrational[12]. Under the irrational characterization, the will can be overridden by our animal nature. This occurs when people are under stress, or otherwise incapacitated, such that their emotions can override their rational sense. One common example of this phenomenon would be the ‘fight or flight’ response. In this case it is clear that my maxim conflicts with the formula of humanity. In the contexts described, I am using the target’s humanity as a means, as without it I could not get what I want. That is to say, I could not get money or political support from a child, robot or animal. However, rather than treating their humanity as an end, I am bypassing their humanity to appeal to their animal instincts, and gaining from their humanity in the process. Even if I ask for consent to make my appeal, or they have full knowledge that the appeal is occurring, if my target is behaving irrationally, the appeal can change their behavior by overriding the will and thus violating their humanity.


It could be argued, as a rebuttal, that irrational persons are not deserving of this protection, as we have no moral duty to one without rational capacity. However, this would not constitute the protection of rational nature, which deserves regard even when it is incomplete or temporarily incapacitated.[13] This is why we have different duties surrounding addictive substances, and selling alcohol to the intoxicated. Like children, people behaving irrationally have latent rationality, and we should try to engage with that, rather than taking advantage of their irrationality.


Under the second characterization, people are consistently rational, but animal instincts form inclinations that influence our behavior. Kant’s distinction in the original German between the willkür and wille helps aid this discussion. The willkür (will) ultimately makes the decisions, but animal inclinations and the wille (moral faculties) make up the arguments for the action. This concept is regularly characterized as ‘autonomy of the will’, which ‘is not the special achievement of the most independent, but a property of any reasoning being’.[14] Thus, the ‘appeal’ to animal instincts in my maxim does not make animal instincts decide for us, but strengthens the argument on behalf of those instincts. In this case, the target is able to consider their emotional response through their will, but surely only if they are aware that the argument is affecting their emotions.


The target can only rationally engage with the appeal if they are aware of it, and this is a key factor to whether my maxim violates the target’s humanity. This has similarities with Phillips’ second interpretation of his maxim, wherein people treat emotional arguments as logical ones, assessing them from that perspective using the will. The maxim can be split into two scenarios to accommodate this change:

  1. “Where it serves my purpose, I will use persuasion to appeal to another person’s animal instincts without their knowledge, to encourage them to do what I want”.

  2. “Where it serves my purpose, I will use persuasion to appeal to another person’s animal instincts with their knowledge, to encourage them to do what I want”.


In the first case, I consciously appeal to their animal instincts without their knowledge, using their humanity merely as a means to an end – they are furthering my political or economic goal in a way that a child or animal generally could not. However, in the second, the appeal to animal instincts is only as immoral as indulging one’s own animal instincts: it is an instance of a will allowing the animal instincts inherent in the human form to influence its behavior. The question that remains, on what counts as knowledge, deserves focused attention in the discussion of how this maxim would be treated by Kant’s formulation of the kingdom of ends.


The Kingdom of Ends


As we move into a discussion of the kingdom of ends, we have essential questions left to answer. The first formulation does not clarify our duty, but analysis of the second has ruled out appeals that my target is not consciously aware of. We still need a contextual definition of knowledge, and an account of how I may know my target possesses it. Clearly, appeals where they are completely unexpected are not allowed, as they involve a violation of trust and no opportunity for the will to make a decision. Thus, using subtle messaging to convince your friend to come to meetings is out of the question. Conversely, appeals where active consent has been gained are clearly acceptable. A door-to-door insurance salesperson who gains active consent to tell her tales of tragedy, noting that they may incite fear, should feel no qualms in doing so.


However, the target’s knowledge does not necessarily require active consent. Advertising and campaigning occur in marked zones, like in television advert slots and conversations at stalls. People are aware of the norms in these areas, and not only are they able to physically tune out, they are also able to think and react critically. It would be overstepping the Kantian mark to say that we should only ever appeal to our target’s autonomous will, and never engage directly with their emotions. Abiding by such a rule would severely decrease one’s persuasive ability.[15] In a sense, this would constitute failure to respect one’s own subjective ends – the ends one desires to bring about, but which do not necessarily hold moral worth. Moreover, it is not our duty to make sure others act rationally – only to ensure that we are not violating their autonomy. While the easiest answer for the moral stickler is to consistently ask for the consent, or avoid emotional appeals altogether, those who do not wish to dampen the results of their business or campaign with unnecessarily bad persuasion should push further.


Kant’s final formulation, the kingdom of ends, by his own account combines the preceding two formulations for a ‘systematic union of several rational beings through universal laws’.[16] In this moral kingdom, only humanity has ultimate worth, but rational beings’ subjective ends have substitutable value, which we have a duty to respect. Acting as though one were in the kingdom of ends involves interacting with others as though they are autonomous rational agents, giving them some degree of responsibility as well as some charity.[17] The weighing up of responsibility and charity is essential to determining the moral value and practical application of my maxim.


Treating others as ends in the kingdom means not only allowing them consent, but also holding them responsible for their actions because they are a rational agent. In doing this we should be charitable, by taking into account moral education and relevant personal history, and by realizing that ‘even the best of us can slip’.[18] Korsgaard discusses judgments of rationality after someone else has acted, but the same judgments can be extended in considering the moral acceptability of an action that changes others’ actions. We have a moral obligation to judge people primarily using the second characterization of decision-making, which allows my maxim wherever the target has knowledge of the appeal. However, when we have good reason to believe their rationality is incapacitated, we should judge them under the first characterization. Within certain contexts, namely advertising and campaigning spaces, the consent to appeals to animal instincts are implicit – people are aware that these appeals happen, and they have freedom to opt out of these interactions. Moreover, in knowing that the appeals occur, they are able to engage critically with these appeals, using their will.


However, a charitable view means realizing that sometimes my target will be irrational. Even though my intention is not to manipulate, a badly developed view of their rational capacities could mean that my appeal inadvertently treats them merely as a means. This is especially likely if my appeal is done with a parochial lack of awareness of the target’s culture and moral education.[19] We thus have a responsibility to gain knowledge of which maxims are likely to violate another’s human dignity, even if they would not do so if committed against us.


For advertisers and campaigners, the target’s knowledge as a moral necessity means ruling out some forms of advertising, and making a concerted effort to consider the specific target audience, and avoid practices that would likely violate their autonomy. Although there will still be some risk of the target having a purely emotional response, dedicated and genuine engagement with this issue is in itself treating them as an end. Such consideration will also result in better engagement with the will, and has practical implications in terms of duty.


Although these distinctions do not clearly separate campaigning and advertising, they do leave the tactics usually used by campaigners with more latitude. Advertising that purposely engages only with animal instincts is immoral. This means we have a perfect duty against advertising that tries to stimulate ‘impulse buys’, or similarly, campaigning that manipulates the weak-willed to support a campaign. Moreover, relating to the question of the target’s knowledge, it is worthwhile to consider the difference between direct appeals and broadcast appeals. Direct appeals involve interpersonal interaction where the agent witnesses the reaction of their target, while broadcast appeals do not. Although both advertising and campaigning use direct and broadcast methods, campaigning often makes more use of the first, and advertising more of the second. In interpersonal engagements, the persuader will notice many characteristics of the target. They can gauge the target’s apparent state of mind, and whether their engagement seems rational or emotional. On account of this knowledge, the persuader has heightened power to manipulate the target. However, the moral response is, rather than exploiting this power, creating the perfect balance between making a convincing case, and ensuring that their target is behaving responsibly. For broadcast methods, appeals to animal instinct must necessarily be more explicit, and practiced with caution appropriate to the situation.


Evaluating the Kantian Account

The Kantian treatment of this issue reveals some controversial issues with Kantian ethics in the way it avoids any consequentialist considerations. Such considerations involve weighing up the consequences of an action in analyzing its moral worth. One problem with the Kantian account lies in its lack of differentiation between different types of emotional responses. I would have liked this analysis to develop a duty against advertisements for beauty products that manipulate an irrational connection between image and self-worth. The appeal can still work even if the target knows that it is occurring, because the association gains strength from societal norms. Even with a pre-warning saying ‘this ad associates beauty with worthiness’ the advertisement will only remind the target of their experience of this association. In this way, it plays on emotions caused by social anxiety, and amplifies harmful norms in a way that appeals to hunger or empathy do not. Moreover, this appeal’s effectiveness does not depend on whether society actually values people according to aesthetics; it is about the rational, but potentially uninformed view of the target. Furthermore, the association between beauty and worthiness is not a lie, but an opinion, albeit a harmful one. There is some room to argue that such appeals normalize irrational associations, in effect decreasing the rational capacity of individuals over time. However, this relies on a subjective characterization of irrationality, verging on paternalism, and does not hold rational agents responsible for engaging with their own emotions. It would be more accurate to say that such appeals, although respecting rationality, have harmful consequences – a concept that Kantian philosophy does not incorporate. A full account of ethical appeals in advertising needs to rule out any appeals that lazily amplify existing but harmful social norms – but this consequentialist goal does not fit within Kantian ethics.


In other areas, the Kantian approach rules out some appeals that a consequentialist might accept. Although this could be seen as an issue with the Kantian approach, it is also one of its strengths. Any Kantian would accept the argument that certain persuasive methods have no moral worth, no matter what their larger aim is. However, pluralist philosophies, in rejecting the primacy of rationality to place a substitutable value on the target’s autonomy, may find that the campaigner should be allowed more scope to manipulate their target emotionally. Given that their campaign has a sufficiently good end, and sufficiently high chances of success, and given that Kantian reasoning would be significantly less effective, a pluralist philosophy incorporating Kantian reasoning and and consequentialism would allow some manipulation in a campaigning context that would not be allowed in a purely selfish advertising context. The Kantian emphasis on universalization and non-interference is at odds with the goals of the campaigner, who is trying to right some wrong often caused by the immoral behavior of others. In fact, Sher’s discussion provides a framework in which the amount the product benefits the consumer may be a sufficient defense for using manipulative advertising.[20] A pluralistic view of morality would likely permit more manipulative appeals in advertising or campaigning, if the campaign or product were sufficiently good.


Even accepting pluralism, the above account may not hold for campaigns, because appeals to animal instincts can have wider negative consequences. Firstly, the increased success, or likelihood of success, of the campaign may not be large enough to outweigh violation of people’s autonomy. Secondly, the recruitment of emotionally driven supporters could lead to a less principled campaign base, or a less enduring campaign. Making a moral decision incorporating such factors would require a thorough assessment of risk and benefit. 


The Kantian approach precludes these empirical considerations, in turn encouraging a slow, reliably moral approach to social change. This firm adherence to avoiding harm acts as a kind of safeguard to prevent blindly emotionally driven, badly considered campaigns, with supporters that are ultimately being exploited.[21] Even if my campaign is one that aims to protect others’ autonomy, for example, by freeing people from torture, my perfect Kantian duty is to not violate others’ autonomy, while the duty to protect rationality from others’ interference is an imperfect duty, and can only be achieved through moral means.


Kantian ethics provides a clear account of our moral duties in the sphere of appeals to animal instincts. In some cases, where I have no reason to think that the target might engage rationally with emotional appeals, they are indefensible. In cases where the context allows for rational engagement, my duty is to consider the target as both responsible and manipulable, and genuinely consider whether I need to adapt my tactics to ensure their humanity is not violated. My intention should always be to strengthen the emotional argument, giving them ample opportunity to engage rationally with the appeal, rather than making emotions control my target. The Kantian account of duty is largely acceptable, but weakened by its failure to differentiate between benign and harmful animal instincts. Although the pluralist might find some issues with the Kantian account as it relates to campaigning, its clear conclusion provides us with a useful, albeit incomplete guide to social change without adverse consequences.


[1] Kant, Immanuel. (1997). Groundwork to the Metaphysics of Morals (GMM) In Gregor, Mary J. Practical Philosophy. Cambridge University Press. (4:421)

[2] Phillips, Michael J. (1997) Ethics and Manipulation in Advertising: Answering a Flawed Indictment. Greenwood Publishing Group.

[3] Herman, Barbara. (1997). ‘A Cosmopolitan Kingdom of Ends’. In Andrews Reath, Barbara Herman, Christine M. Korsgaard & John Rawls (eds.). Reclaiming the History of Ethics: Essays for John Rawls. Cambridge University Press. pp. 187-213

[4] Louden, Robert B. (2000). Kant's Impure Ethics: From Rational Beings to Human Beings. Oxford University Press.

[5] Kant, Groundwork to the Metaphysics of Morals, (4:402)

[6] Korsgaard, Christine M. (2004). ‘Fellow creatures: Kantian ethics and our duties to animals’. Tanner Lectures on Human Values 24: 77-110.

[7] Wood, Allen W. (1998). Kant on Duties Regarding Nonrational Nature. Aristotelian Society Supplementary Volume 72 (1):189–210.

[8] Wood, Kant on Duties Regarding Nonrational Nature, 189–210

[9] Phillips, (1997), Ethics and Manipulation in Advertising.

[10] Rawls, John. (2000). ‘The Four-Step CI Procedure’ In Lectures on the History of Moral Philosophy. Harvard University Press. p. 169.

[11] Kant, Groundwork to the Metaphysics of Morals, (4:429)

[12] Formosa, Paul. (2013). ‘Kant’s Conception of Personal Autonomy’. Journal of Social Philosophy 44, no. 3. pp. 193-212.p. 198.

[13] Wood, (1998) ‘Kant on Duties Regarding Nonrational Nature’.

[14] O'Neill, Onora. (1989) Constructions of Reason. Cambridge: Cambridge University Press. p. 76.

[15] Baron, Marcia. (2002). ‘Acting from Duty’ In Wood. Groundwork for the Metaphysics of Morals. Yale University Press. pp. 92-110

[16] Kant, Groundwork to the Metaphysics of Morals, (4:433)

[17] Korsgaard, Christine M. (1992). ‘Creating the Kingdom of Ends: Reciprocity and Responsibility in Personal Relations’. Philosophical Perspectives, Vol. 6 Ethics. pp. 305-332

[18] Korsgaard, Creating the Kingdom of Ends: Reciprocity and Responsibility in Personal Relations, 324

[19] Herman, (1997) ‘A Cosmopolitan Kingdom of Ends’.

[20] Sher, Shlomo. (2011). ‘A Framework for Assessing Immorally Manipulative Marketing Tactics’, Journal of Business Ethics 102, pp.97–118

[21] One contemporary example of such a campaign is the KONY 2012 movement, which initially avoided scrutiny by motivating people’s support by appealing to their emotions.



Baron, Marcia. (2002). ‘Acting from Duty’ In Wood. Groundwork for the Metaphysics of Morals. Yale University Press. pp. 92-110

Formosa, Paul. (2013). ‘Kant’s Conception of Personal Autonomy’. Journal of Social Philosophy 44, no. 3. pp. 193-212.

Herman, Barbara. (1997). ‘A Cosmopolitan Kingdom of Ends’ In Andrews Reath, Barbara Herman, Christine M. Korsgaard & John Rawls (eds.), Reclaiming the History of Ethics: Essays for John Rawls. Cambridge University Press. pp. 187-213

Kant, Immanuel. (1997). Groundwork to the Metaphysics of Morals (GMM). In Gregor, Mary J., Practical Philosophy. Cambridge University Press.

Korsgaard, Christine M. (1992). ‘Creating the Kingdom of Ends: Reciprocity and Responsibility in Personal Relations’. Philosophical Perspectives, Vol. 6 Ethics. pp. 305-332

Korsgaard, Christine M. (2004). ‘Fellow creatures: Kantian ethics and our duties to animals’. Tanner Lectures on Human Values 24: 77-110.

Louden, Robert B. (2000). Kant's Impure Ethics: From Rational Beings to Human Beings. Oxford University Press.

O'Neill, Onora. (1989). Constructions of Reason, Cambridge: Cambridge University Press.

Phillips, Michael J. (1997) Ethics and Manipulation in Advertising: Answering a Flawed Indictment, Greenwood Publishing Group.

Rawls, John. (2000). ‘The Four-Step CI Procedure’ In Lectures on the History of Moral Philosophy. Harvard University Press.

Sher, Shlomo. (2011). ‘A Framework for Assessing Immorally Manipulative Marketing Tactics’. Journal of Business Ethics 102. pp. 97–118

Wood, Allen W. (1998). Kant on Duties Regarding Nonrational Nature. Aristotelian Society Supplementary Volume, 72 (1):189–210.

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