In The Hidden Persuaders, first published in 1957, Packard explores the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American postwar era. He identified eight "compelling needs" that advertisers promise products will fulfill. According to Packard these needs are so strong that people are compelled to buy products to satisfy them. The book also explores the manipulative techniques of promoting politicians to the electorate. The book questions the morality of using these techniques.
Read more about this topic: Vance Packard
Famous quotes containing the word hidden:
“A hidden strength
Which if Heav’n gave it, may be term’d her own:
‘Tis chastity, my brother, chastity:
She that has that, is clad in compleat steel,
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May trace huge Forests, and unharbour’d Heaths,
Infamous Hills, and sandy perilous wildes,
Where through the sacred rayes of Chastity,
No savage fierce, Bandite, or mountaneer
Will dare to soyl her Virgin purity,”
—John Milton (1608–1674)