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Expressions Which Preclude Rational Processing: The Case for Regulating Non-Informational Advertisements

Modern advertisements hardly convey information or clear arguments. Instead, they focus on creating a positive emotion within the viewers. The messages are mostly visual and implicit, and the viewers are hardly aware of the fact that messages have been conveyed. The success of advertisements in creating new wants within viewers and in changing their values should raise concern, since advertisements seem to preclude rational processing by the viewers. In order to determine the desirable legal response to this problem with advertisements, a general analysis of the problem of expressions which preclude rational processing is provided. Applying this analysis to advertisements leads to the conclusion that regulation which allows advertisers to convey in advertisements only information, but not value messages, is justified.