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This essay undertakes a first conceptual analysis of advertising by examining its logical and normative dimensions. I begin by exploring the role of argumentation in commercial persuasion, showing how advertising often relies on common fallacies and thus rests on weak logical foundations (section 1). I then turn to Bertrand Russell’s reflections on propaganda to argue that advertising and propaganda can be seen as variations of the same practice: shaping people’s desires and choices through flawed reasoning (section 2). In section 3, I consider the normative dimension, asking what relation, if any, exists between advertising and fairness understood as a general normative standard. Finally, I conclude by taking stock of these preliminary findings and suggesting directions for further inquiry.
