Resumo Este artigo discute como Kirzner moldou sua argumentação acerca da publicidade na teoria econômica em diferentes momentos da carreira, embora suas ideias sobre o tema tenham permanecido as mesmas. Explica-se que esta diferenciação argumentativa resultou da existência de dois públicos consecutivos a que Kirzner se dirigiu, a Escola Neoclássica e o Subjetivismo Radical. A existência desses dois grupos fez com que o autor alterasse sua defesa da teoria misesiana para a propaganda enquanto ferramenta de concorrência empresarial no processo de mercado. Conclui-se que Kirzner se direcionou a suas audiências na tentativa de influenciá-las, mas sem ter buscado se incluir entre tais grupos, usando termos comuns a esses auditórios para demarcar sua posição diferenciada com relação a eles.

Abstract 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.

Resumo O artigo apresenta o pensamento econômico de Israel Kirzner expresso nas resenhas de livros, comentários e respostas que ele escreveu ao longo da carreira. Propõe investigar e sistematizar as características do pensamento econômico do autor que emergem nesse material: sua relação com a praxeologia misesiana, outras perspectivas para a teoria de atividade empresarial e sua percepção de diferentes correntes econômicas. Justifica-se a escolha desse material pelo engajamento profissional de Kirzner, que procurou dialogar com outras escolas econômicas.

Abstract The paper presents the economic thought of Israel Kirzner, expressed in book reviews, commentaries, and responses that he has written throughout his career. It proposes to investigate and systematize the characteristics of the author’s economic thought that emerge in this material: his relationship with the Misesian praxeology, other perspectives of the theory of entrepreneurship, and his perception of different economic schools of thought. The material chosen is justified by the professional engagement of Kirzner, who sought to dialogue with other economic schools.