By Vance Packard
"One of the simplest books round for demystifying the intentionally mysterious arts of advertising."-Salon
"Fascinating, wonderful and thought-stimulating."-The manhattan instances booklet Review
"A brisk, authoritative and scary record on how brands, fundraisers and politicians try to show the yankee brain right into a type of catatonic dough that may purchase, supply or vote at their command"--The New Yorker
Originally released in 1957 and now again in print to have a good time its 50th anniversary, The Hidden Persuaders is Vance Packard's pioneering and prescient paintings revealing how advertisers use mental tips on how to faucet into our subconscious wishes with a purpose to "persuade" us to shop for the goods they're promoting.
A vintage exam of the way our concepts and emotions are manipulated via enterprise, media and politicians, The Hidden Persuaders was once the 1st e-book to show the hidden global of "motivation research," the mental method that advertisers use to probe our minds with a purpose to keep watch over our activities as shoppers. via research of goods, political campaigns and tv courses of the Fifties, Packard indicates how the insidious manipulation practices that experience come to dominate today's corporate-driven global started.
Featuring an creation through Mark Crispin Miller, The Hidden Persuaders has offered over a million copies, and perpetually replaced the way in which we glance on the international of advertisements.
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Extra info for The Hidden Persuaders
These motivational analysts, in working with the symbol manipulators, are adding depth to the selling of ideas and products. They are learning, for example, to offer us considerably more than the actual item involved. A Milwaukee advertising executive commented to colleagues in print on the fact that women will pay two dollars and a half for skin cream but no more than twenty-five cents for a cake of soap. Why? Soap, he explained, only promises to make them clean. The cream promises to make them beautiful.
We are image lovers given to impulsive and compulsive acts. We annoy them with our seemingly senseless quirks, but we please them with our growing docility in responding to their manipulation of symbols that stir us to action. They have found the supporting evidence for this view persuasive enough to encourage them to turn to depth channels on a large scale in their efforts to influence our behavior. The symbol manipulators and their research advisers have developed their depth views of us by sitting at the feet of psychiatrists and social scientists (particularly psychologists and sociologists) who have been hiring themselves out as "practical" consultants or setting up their own research firms.
He contends that knowledge of class structure (as well as psychological make-up) is basic to sound merchandising. More than 60 percent of his firm's work is in consumermotivation studies, and his staff includes more than a dozen professional people of the various disciplines. Among his notable clients have been General Electric, General Mills, Jewel Tea Company, United Air Lines and The Chicago Tribune. His relations with the Tribune have amounted to an alliance. R. in America. Martineau spends an average of $100,000 a year on sociological and psychological studies of consumers.
The Hidden Persuaders by Vance Packard