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The Hidden Persuaders
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The Hidden Persuaders
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One was planned obsolescence, designing products that would soon be either outdated or break down, forcing the consumers to keep buying.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.
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISINGWorld War II (FC.136)
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
World War II (FC.136)
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
World War II (FC.136)
Rest of world is impoverished by war & can’t buy products from US
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
World War II (FC.136)
Rest of world is impoverished by war & can’t buy products from US
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
World War II (FC.136)
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
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
These are real ads that reflect an age when every farmwife was also a brewer, since that was a way to preserve the crops over the next year. Keep in mind that until very recently, people’s concerns weren’t getting too many calories, but getting enough on which to survive. Beer was one source of vital calories.
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
Before the 1950s, ads for women’s undergarments were found mainly in Sears catalogs until…Below: inventor Of the modern bra in the 1920s, Ida Rosenthal
One of the most successful ad campaigns was a series for Maidenform bras where a woman claimed to have dreamed being in all sorts of unique or exotic situations wearing nothing above the waist except her Maidenform bra. In the TV version of the ad on the right, the woman exclaimed: “What a construction job!”
1982
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
1949
“This is a complete mix…Just add milk”
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
In addition to being sold to disinfect cuts, Listerine, started in 1879, was also advertised as an antidote to dandruff and athlete’s foot, and as a soother of insect bites. So why not put it in your mouth and gargle?
In 1895, Johnson and Johnson started marketing Listerine to dentists, claiming it was “Antiseptic, Prophylactic, Deodorant, Non-Toxic, Non-Irritant, Non-Escharotic, Absolutely Safe, Agreeable, Scientific and Strictly Professional.” Only in small print did they mention it might cure bad breath.
Until 1914, Johnson and Johnson only sold Listerine to the medical community. When they made it available to the general public, they had to generate public interest in the product. So in 1921 they invented the pseudo-scientific term “halitosis”, derived from the Latin word for breath. It sounded real, and also scary, raising bad breath from being a personal nuisance to the status of a major destroyer of people as social beings.
1928
Halitosis girl, 1951
1928
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
a FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
US has 60% of world’s ind’sPost-war boomAm’s have all they need
Surveys of people’s buying habits that showed:
Conformity
Madison Ave. hires psych’s who identify & exploit several needs of consumers’ psyches:
World War II (FC.136)
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
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Marshall Plan to revive Eur. Mkt’s
(FC.138)
Puitan thrift ethic discourages consumption
Puitan thrift ethic discourages consumption
Oral gratification Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Focus ads on TV which has several advantages:
Much harder to ignore visual medium than radio
TV ads go straight into homes Consumers can’t escape
TV ads can incessantly repeat their messageSinks in
TV ads can reach & influence esp. impressionable children Lifelong customers
Sometimes use questionable or controversial tactics:
Immortality: e.g., insurance policies You can take care of fam. after you die
Reassurance of worth: (e.g., detergents that give women status of clean homes)
Warm and fuzzy: e.g., using adorable children to sell cars
Emotional security for problems you never realized you had (e.g.,halitosis)
Creative outlets: (e.g., Instant cake mixes where you add the egg & milk)
Sex appeal: (e.g., fountain pens w/sleek bodies, beer, cigars, cigarettes, cars, & men’s adventure mags)
Planned obsolescence: Products are quickly outdated or break down so consumers buy newest model
Subliminal advertising: ads are hidden so consumers only notice them subconsciously or unconsciously
People buy on basis of subconscious fears, prejudices,
etc. & unconscious feelings
Consumers often couldn’t distinguish their “favorite”
products from others in blind tests
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
“Melts in your mouth, not in your hands”
As baby-boomers grew up, got married, and/or had kids, advertisers realized the need to pitch their products to a new younger generation that could be hooked for life on their products. One of the first of these was MacDonalds with its Happy Meals.
To ensure we all grow up to be good responsible shoppers, companies like Milton Bradley put out games like Park & Shop to teach us how to spend real money once we get some.
Games like this were designed to make sure we all were good “patriotic” consumers.
YOU’RETOO
FAT!A brief history of Madison Avenue’s campaign to make us feel insecure about our bodies
1947
As we got richer and more sedentary, the only thing that seemed to keep moving was the size of our waistlines. Even before World War II advertisers played up our insecurities about our weight with advertising campaigns for medications that would effortlessly dissolve the fat.
At first, these ads were discretely placed in medical journals, encouraging doctors to prescribe these drugs, which often had powerful side effects, in particular affecting patients’ moods.
But that’s OK, because there were drugs for that too.
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Gradually, food companies joined the bandwagon by touting their products as promoting weight loss. Such ads at first discretely mimicked the ads in medical journals touting powerful drug remedies.
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“MOTHER’S LITTLE HELPERS”
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