THE HIDDEN PERSUADERS by Vance Packard

THE HIDDEN PERSUADERS

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KIRKUS REVIEW

An unsettling expose of the undercover work done in merchandising, politics, and industry by those known as ""symbol manipulators"", ""motivational analysts"", or more familiarly the ""depth boys"" who use psychiatric methods to determine their pitch. Operating, correctly, on the principle that the confused customer really doesn't know what he wants, he is given an assist by motivational research (now used by the leading advertising agencies) which discovers the psychological book (i.e. you don't sell shoes- you sell beautiful feet), molds images, exploits the common guilts and fears and tensions (particularly in cigarette and candy advertising), markets your hidden needs, builds in sex, etc., etc. This examination of this new technique of conditioning the reflexes of the purchasing public at a susceptible if subconscious level is rather horrifying. For the uninformed it will be a real eye-stopper. The market however will be largely men in the media of publicity and advertising.

ISBN: 097884310X
Publisher: David McKay