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:
“Everything I do is done within sight of the Führer, so that my faults or mistakes are never hidden from him. I do my very utmost to live and act in such a manner that the Führer should remain satisfied with me; I am hard-working; but whether I shall always be able to cope with the tasks entrusted to me in the future as well, is an open question.”
—Martin Bormann (1900–1945)