By Vance Packard
"One of the easiest books round for demystifying the intentionally mysterious arts of advertising."-Salon
"Fascinating, interesting and thought-stimulating."-The long island instances ebook Review
"A brisk, authoritative and scary file on how brands, fundraisers and politicians are trying to show the yank brain right into a type of catatonic dough that would purchase, supply or vote at their command"--The New Yorker
Originally released in 1957 and now again in print to have a good time its 50th anniversary, The Hidden Persuaders is Vance Packard's pioneering and prescient paintings revealing how advertisers use mental tips on how to faucet into our subconscious wants on the way to "persuade" us to shop for the goods they're promoting.
A vintage exam of the way our techniques and emotions are manipulated by way of enterprise, media and politicians, The Hidden Persuaders was once the 1st publication to show the hidden global of "motivation research," the mental procedure that advertisers use to probe our minds that allows you to keep an eye on our activities as shoppers. via research of goods, political campaigns and tv courses of the Fifties, Packard indicates how the insidious manipulation practices that experience come to dominate today's corporate-driven international started.
Featuring an creation by way of Mark Crispin Miller, The Hidden Persuaders has bought over a million copies, and endlessly replaced the way in which we glance on the global of ads.
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Additional resources for The Hidden Persuaders
Sample text
Most are what psychiatrists call "projective" tests. In this the subject is presented with a drawing or other stimulus that doesn't quite make sense. Something might be filled in to complete the picture, and the subject is asked to do that. In doing this he projects a part of himself into the picture. One of the most widely used is the famed ink-blot test developed by the Swiss psychiatrist Hermann Rorschach. Here a series of ten cards on which are printed bisymmetrical ink blots is used. They are ambiguous forms representing nothing whatever.
And then there is the trade school in California that boasts to employers that it socially engineers its graduates so that they are, to use the phrase of an admiring trade journal, "custombuilt men" guaranteed to have the right attitudes from the employer's standpoint. " In many of their attempts to work over the fabric of our minds the professional persuaders are receiving direct help and guidance from respected social scientists. Several social-science professors at Columbia University, for example, took part in a seminar at the university attended by dozens of New York public-relations experts.
The tester is asked to tell a story about each picture. If in his stories the underling usually kills or beats up or humiliates the authority figure, we have one kind of character; if he builds a secure and comfortable dependence with the authority figure, we have quite a different story. A variation is the cartoon-type test where the testee can write in words in a "balloon" of the cartoon left empty. In the Rosenzweig picture-frustration test, for example, one of the figures says something that is obviously frustrating to the other person pictured, and the subject is invited to fill in the frustrated person's response.
The Hidden Persuaders by Vance Packard
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