In essence, the rationale for denying attorneys the right to advertise was to protect the public from overly-zealous attorneys who might be inclined to utilize unscrupulous methods to take advantage of unknowing clients.
Five reasons have been offered to support bans on advertising; (1) protection of consumers from misrepresentation concerning both price and the likelihood of successful litigation; (2) commercialization of the legal profession, resulting in neglect of clients; (3) prevention of overcharging and the securing of too many cases by attorneys to cover the costs of advertising; (4) protection of the bar's integrity; and (5) initiation of too many lawsuits.5
Johns, Horace E.
"From Bigelow to Shapero: Steps Along the Way in Attorney Advertising,"
Akron Law Review: Vol. 22
, Article 5.
Available at: http://ideaexchange.uakron.edu/akronlawreview/vol22/iss2/5