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The Hidden Persuaders

The Hidden Persuaders.

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The Hidden Persuaders

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  1. The Hidden Persuaders

  2. After and because of World War II, the United States had 65% of the world’s industrial capacity. By the 1950s, industrial giants were concerned that Americans had bought all their products and would stop buying, thus wrecking the consumer economy. Out of this, two strategies evolved. One was planned obsolescence, designing products that would soon be either outdated or break down, forcing the consumers to keep buying. The other was pushing advertising to a new level of intensity. Advertising agencies hired psychologists to design new strategies for boosting sales. Television was central to this, since consumers no longer had to go to the advertisers. Now advertisers could impose themselves into viewers’ homes every time they turned on the TV. Vance Packard’s book, The Hidden Persuaders, exposed many of the new strategies advertisers were using, including the alleged use of subliminal advertising, ads that would work beneath the conscious brain to influence people. For example, movies, which show 24 frames per second, purportedly would use one frame to display a picture of a soft drink, subconsciously enticing viewers to get up and head to the concessions stand. Despite Packard’s expose, advertising has grown and flourished ever since.

  3. FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137)

  4. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137)

  5. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Rest of world is impoverished by war & can’t buy products from US FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137)

  6. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Rest of world is impoverished by war & can’t buy products from US Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137)

  7. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137)

  8. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  9. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  10. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  11. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  12. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Oral gratification Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Conformity Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  13. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Oral gratification Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Conformity Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  14. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Oral gratification Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Conformity Surveys of people’s buying habits that showed: Rest of world is impoverished by war & can’t buy products from US FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  15. US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Consumers often couldn’t distinguish their “favorite” products from others in blind tests Security Oral gratification Puitan thrift ethic discourages consumption People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Puitan thrift ethic discourages consumption Rest of world is impoverished by war & can’t buy products from US Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Conformity Surveys of people’s buying habits that showed: US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138) You deserve a break today

  16. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  17. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  18. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  19. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  20. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  21. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  22. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  23. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  24. 1951

  25. 1954

  26. 1954

  27. 1954

  28. Oral gratification Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Roots & fam. tradition: (e.g., wines just like grandma used to make) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Rest of world is impoverished by war & can’t buy products from US Immortality:(e.g., insurance policies You can take care of your fam. after you die) US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Puitan thrift ethic discourages consumption Reassurance of worth: (e.g., detergents that give women status of clean homes) Security Consumers often couldn’t distinguish their “favorite” products from others in blind tests People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: Emotional security: (e.g., freezers that hold more food than people need or can afford) Ego gratification: (e.g., vanity presses so authors can see their work in print) Puitan thrift ethic discourages consumption FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  29. People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Focus ads on TV which has several advantages: Reassurance of worth: (e.g., detergents that give women status of clean homes) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: TV ads can incessantly repeat their messageSinks in Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others TV ads go straight into homes Consumers can’t escape Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Much harder to ignore visual medium than radio Security Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Immortality:(e.g., insurance policies You can take care of your fam. after you die) Roots & fam. tradition: (e.g., wines just like grandma used to make) Oral gratification Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Emotional security: (e.g., freezers that hold more food than people need or can afford) Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: TV ads can reach & influence esp. impressionable children Lifelong customers Consumers often couldn’t distinguish their “favorite” products from others in blind tests Ego gratification: (e.g., vanity presses so authors can see their work in print) FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  30. People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Focus ads on TV which has several advantages: Reassurance of worth: (e.g., detergents that give women status of clean homes) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: TV ads can incessantly repeat their messageSinks in Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others TV ads go straight into homes Consumers can’t escape Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Much harder to ignore visual medium than radio Security Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Immortality:(e.g., insurance policies You can take care of your fam. after you die) Roots & fam. tradition: (e.g., wines just like grandma used to make) Oral gratification Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Emotional security: (e.g., freezers that hold more food than people need or can afford) Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: TV ads can reach & influence esp. impressionable children Lifelong customers Consumers often couldn’t distinguish their “favorite” products from others in blind tests Ego gratification: (e.g., vanity presses so authors can see their work in print) FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  31. People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Focus ads on TV which has several advantages: Reassurance of worth: (e.g., detergents that give women status of clean homes) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: TV ads can incessantly repeat their messageSinks in Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others TV ads go straight into homes Consumers can’t escape Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Much harder to ignore visual medium than radio Security Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Immortality:(e.g., insurance policies You can take care of your fam. after you die) Roots & fam. tradition: (e.g., wines just like grandma used to make) Oral gratification Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Emotional security: (e.g., freezers that hold more food than people need or can afford) Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: TV ads can reach & influence esp. impressionable children Lifelong customers Consumers often couldn’t distinguish their “favorite” products from others in blind tests Ego gratification: (e.g., vanity presses so authors can see their work in print) FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  32. People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Focus ads on TV which has several advantages: Reassurance of worth: (e.g., detergents that give women status of clean homes) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: TV ads can incessantly repeat their messageSinks in Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others TV ads go straight into homes Consumers can’t escape Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Much harder to ignore visual medium than radio Security Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Immortality:(e.g., insurance policies You can take care of your fam. after you die) Roots & fam. tradition: (e.g., wines just like grandma used to make) Oral gratification Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Emotional security: (e.g., freezers that hold more food than people need or can afford) Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: TV ads can reach & influence esp. impressionable children Lifelong customers Consumers often couldn’t distinguish their “favorite” products from others in blind tests Ego gratification: (e.g., vanity presses so authors can see their work in print) FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  33. People buy on basis of subconscious fears, prejudices, etc. & unconscious feelings Focus ads on TV which has several advantages: Reassurance of worth: (e.g., detergents that give women status of clean homes) US has 60% of world’s ind’sPost-war boomAm’s have all the goods they need Surveys of people’s buying habits that showed: Conformity Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches: TV ads can incessantly repeat their messageSinks in Rest of world is impoverished by war & can’t buy products from US US businesses fear another Depression if they can’t sell products, esp. if there is no real difference b/w their products & others TV ads go straight into homes Consumers can’t escape Puitan thrift ethic discourages consumption Puitan thrift ethic discourages consumption Much harder to ignore visual medium than radio Security Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, Marlboro cigarettes, cars, & men’s adventure mags) Immortality:(e.g., insurance policies You can take care of your fam. after you die) Roots & fam. tradition: (e.g., wines just like grandma used to make) Oral gratification Creative outlets: (e.g., Instant cake mixes where you add the egg & milk) Sense of power: (e.g., new car every 2 yrs to renew sense of manhood) Emotional security: (e.g., freezers that hold more food than people need or can afford) Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of: TV ads can reach & influence esp. impressionable children Lifelong customers Consumers often couldn’t distinguish their “favorite” products from others in blind tests Ego gratification: (e.g., vanity presses so authors can see their work in print) FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING a World War II (FC.137) Marshall Plan to revive Eur. Mkt’s (FC.138) Marshall Plan to revive Eur. Mkt’s (FC.138)

  34. Rosser Reeves, one of the fathers of modern advertising and creator of the Anacin commercials, one of the most hated (and successful) ad campaigns in history

  35. “Melts in your mouth, not in your hands”

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