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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


Human Flourishing Theory in Advertising: Case Studies

Author(s): Craig Davis, Timothy Brotherton

Citation: Craig Davis, Timothy Brotherton, (2013) "Human Flourishing Theory in Advertising: Case Studies," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 83 - 94

Article Type: Research paper

Publisher: North American Business Press


This manuscript examines the subject of human flourishing and its use in current advertisements. Human
flourishing was developed by Aristotle over 2000 years ago. Despite clear examples of human flourishing
appeals currently being used by advertising practitioners, there has been little academic research in the
advertising or marketing literature. This manuscript attempts to interpret the developments of human
flourishing and develops them for advertisers. The authors define human flourishing theory in the
advertising context and provide three case studies of advertisements believed to represent human
flourishing appeals for television, print, and websites.