Human Flourishing Theory in Advertising: Case Studies

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.