Kirzner's argumentation about advertising in the presence of two auditoriums: neoclassical school and radical subjetivism
DOI:
https://doi.org/10.1590/1980-53575144lceaKeywords:
Israel Kirzner, Austrian school, AdvertisingAbstract
This article discusses how Kirzner shaped his argument about advertising in economic theory at different times in his career, although his ideas on the topic have remained the same. It is explained that this argumentative differentiation resulted from the existence of two consecutive audiences that Kirzner addressed, the Neoclassical School and Radical Subjectivism. The existence of these two groups made the author change his defense of the Misesian theory of advertising as a tool for entrepreneurial competition in the market process. It is concluded that Kirzner addressed his audiences in an attempt to influence them, but without having sought to be included among such groups because he uses terms common to these audiences as a way of demarcating his different position to them.
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