Editorial Reviews. About the Author. Vance Packard ( ) was an American journalist, The Hidden Persuaders by [Packard, Vance] .. Download. Read "The Hidden Persuaders" by Vance Packard available from Rakuten Kobo. Influence - The Psychology of Persuasion ebook by Robert B Cialdini PhD . Imprint: Ig Publishing; ISBN: ; Language: English; Download. Nov 23, The hidden persuaders by Vance Packard; 25 editions; First published DAISY for print-disabled Download ebook for print-disabled (DAISY).
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Aug 22, Author: Packard Vance Title: The hidden persuaders Year: Link download : tetraedge.info The Depth. In his classic book The Hidden Persuaders, Vance Packard claimed that large Vance Packard's classic best-seller The Hidden Persuaders () painted a. The Hidden Persuaders epub ebook - Ebooks Download. High-Tech Tools & Toys Laboratory.
New Feature: You can now embed Open Library books on your website! Learn More. Last edited by Anand Chitipothu. November 23, History. By Vance Packard. Go to the editions section to read or download ebooks.
Questo libro, all'epoca della prima uscita rivoluzionario, ci fa capire che quando acquistiamo qualsiasi cosa, non la compriamo per il suo essere intrinseco ma per il suo valore accessorio. Dopo la rinascita economica derivata dalla Seconda Guerra Mondiale e dall'euforia derivatane negli USA si pose il problema della continuazione del boom economico e i grandi gruppi industriali si ingegnarono a creare i bisogni dell'uomo moderno teso a raggiungere le "magnifiche sorti e progressive delle umane genti.
Jul 07, Rick rated it really liked it Shelves: An important book in the history of advertising. Dated, yes, but not really if you start digging into what's going on now with "MR" as it was called then. The book was a massive public hit, and changed america's view of advertising forever.
It was influential in bringing some laws and regulations to things such as advertising to children, etc. That spotlight, however, caused many of the researchers to go deeper underground and stay more hidden. The techniques are dated, the science has modernize An important book in the history of advertising.
The techniques are dated, the science has modernized, but the desires and motivations of MR have not flagged. Of course, then as now, much of the ad world doesn't buy into it.
Ogilvy notoriously belittled the techniques Packard exposed here, and if you go read any AdAge article about current advertising MRI research, etc.
They are still sound. Today, we all know that advertisers go to great lengths to divine our inner soul. This is the book that brought that to our attention, and it's still a great read. Jun 26, Judy rated it really liked it Shelves: For anyone born in the mid-twentieth century, The Hidden Persuaders is an intriguing look at the beginnings of advertising and marketing as it influenced our wants and needs, our purchasing decisions, our political views and even possibly a stretch led to our current economic situation.
I read it as research for my memoir. I was 10 years old when it came out and I remember my dad talking about the book. Some people call Vance Packard the first Malcolm Gladwell. I have not read Gladwell because For anyone born in the mid-twentieth century, The Hidden Persuaders is an intriguing look at the beginnings of advertising and marketing as it influenced our wants and needs, our purchasing decisions, our political views and even possibly a stretch led to our current economic situation.
I have not read Gladwell because I had the idea that he was a sociology-light sort of guy, but perhaps now I will check out one of his books. Packard's book opened my eyes to a sinister trend in which we all participate. I already knew that after World War II, when American industry was at peak production due to the demands of war, manufacturers needed new markets for products.
The answer was to get the American public to consume like never before. The obstacles were our Puritan background and the effects of the Great Depression, both of which created habits of making do on less, making things last and living simply. So retail sales people and advertising agencies teamed up with psychiatry to use our deepest wants, fears, and insecurities as motivations that would get us to buy stuff. Though the reprint I read had ridiculous amounts of typos and though Packard's style is pretty dry, it was quite a sobering read.
This book is about the growing field of manipulating people from buying products to politicians. It was no doubt referenced in creating the show Mad Men , and is still frighteningly applicable today. I've always wondered why marketing and advertising techniques weren't taught in high school to make people aware of the subtle, or not so subtle, ways of separating people from their money or appealing to tribal groupthink. Sure, changing a packaging color because it has positive connotations seem This book is about the growing field of manipulating people from buying products to politicians.
Sure, changing a packaging color because it has positive connotations seems perfectly acceptable. What about trying to find a psychological "in" to try and get mothers to feel guilty about not giving their pre-teen daughters permanent waves becUse they will be unattractive and rejected by the group without them.
Persuasion usually falls on fear, insecurity, conforming which rolls up into status. In they talk identify how people do not think rationally and logically about what they need and therefore do not make rationale decisions. Yet, here we are sixty years later and there has literally been no improvement the understanding or the effete of this change. GWB in his presidency acknowledged the US has to change from a consumer to an ownership society.
This aside without a whimper, but that's where the country is going - a great divide is being erected without any democractic forum to discuss better solutions. In the book it touches on the idea that in the year there would be biocontrol of people via chip implants. There was talk about chip implants but it never came to fruition.
What did happen, however, was that technology advanced from the more public-minded television stations to where we are now: The centralization the internet has brought has created a further alienation used by marketing and politicians to keep their targets fed on only their version of reality.
Jul 05, Todd Martin rated it really liked it Shelves: The Hidden Persuaders was first published in and is one of the first popular books to describe the psychological techniques advertisers and marketers use to sell their wares. While these techniques have only become more sophisticated in the half century since the book was written, the themes are still highly relevant.
Written in a lively and readable style, the book is both informative and highly entertaining. With quotes from ad-men like: The deeply ingrained need for intake through the mouth arose originally as a reaction to hunger and tension in the infant, who was pacified at the breast or with a bottle. This need became modified but remains as a primary impulse and need all through adult life … Smoking in general serves to relieve tension, impatience, anger, frustration — just as sucking does to the infant.
Their B. They fear attack. Their endeavors have often been particularly barren of results. People must be controlled by manipulating their [instincts and emotions] rather than by changing their reasonings. They also illustrate the techniques used on a daily basis by persuaders of all stripes to attempt to trigger subconscious emotions to get us to do something. On a side note — the book has an abundance of typos. It could really stand the services of a good proof reader.
Jun 11, Christopher Miller rated it liked it. Have you ever wondered how marketing companies come up with their advertising campaigns? As consumers, we are a mess of contradictions; Motivational Research sorted us out years ago.
Packard and Mabel Case Packard. Between he attended local public schools in State College, Pennsylvania, where his father managed a dairy farm owned by the Pennsylvania State College later Penn State University. In he entered Penn State, majoring in English. He graduated in , and worked briefly for the local newspaper, the Centre Daily Times. That year, he joined the Boston Daily Record as a staff reporter and a year later, he married Virginia Matthews. The American Magazine closed in July, , and Packard moved over to Collier's where he worked as a writer.
Collier's, too, closed by the end of , allowing Packard to devote his full attention to writing books. In , The Hidden Persuaders was published and received national attention.
The book launched Packard's career as a social critic and full-time lecturer and book author. Motivational Research. He wrote it using anecdotal passages, and although not a scholarly presentation, it proved to be a very popular book: In the mid's merchandisers began to get concerned that the buying public were feeling a bit jaded about their advertising slogans. In fact, the resistance was becoming so strong, that it soon became apparent that production would quickly outstrip sales, and that wasn't a good thing for a growing economy.
Packard's book concentrated on Ernest Dichter and his methods. Ideas he established were a significant influence on the practices of the advertising industry in the twentieth century. Dichter promised the "mobilisation and manipulation of human needs as they exist in the consumer". As America entered the s, the decade of heightened commodity fetishism, Dichter offered consumers moral permission to embrace sex and consumption, and forged a philosophy of corporate hedonism, which he thought would make people immune to dangerous totalitarian ideas.
According to a New York Times article in , he "was the first to coin the term focus group and to stress the importance of image and persuasion in advertising". In Vance Packard's book on Dichter and his practices, he recalls meeting Dichter in his castle and finding children watching televisions while resident psychologists, crouching behind special screens secretly filmed and studied their every action so that they could inform advertisers how to manipulate their unconscious minds.
Dichter called such focus groups his "living laboratory".
The Hidden Persuaders book by Vance Packard online
One such session led to the invention of the Barbie Doll: Dichter arrived at this general conclusion: The feelings had been generated in part presumably because the smoking habit had been sternly repressed in their childhood, and partly from their very genuine suspicion that cigarettes were coffin nails.
The cancer scare of the early fifties was just the final prod that sent sales skidding. Some cigarette producers, including Philip Morris, tried to get the smoking public to use cigarette filters, but that proved a hard sell because President Roosevelt use to be photographed with one clinched between his teeth, and that turned people off. The investigators found about a dozen reasons why many people continue to smoke despite their guilt feelings about the habit: They found that many people like to have a cigarette in their fingers when they enter a roomful of people as it makes them seem less nervous, more sophisticated.
Perhaps the major discovery of the investigators, however, is that Americans smoke to prove they are people of virile maturity. They see smoking as proving their vigor, potency. The report explains: Marlboro felt a little unhappy about its sexual designation because men smokers still outnumbered women two to one.
When the cancer scare drove millions of men to show interest in filter tips, the Marlboro people decided to do a sexual flip-flop and go after the men, while holding onto as many women as they could. Their first move was to have Louis Cheskin, of the Color Research Institute, design a more masculine package.
He did, in bold red and white. But that was only one of several significant changes.
The Marlboro ads began featuring rugged, virile-looking men deep in work. It didn't take the M. Remember, this was in the 50's when big cars were the main focus. People who want to seem conservative, to tell the world they are very serious and responsible, tend to buy Plymouth, Dodge, DeSoto, Packard, four-door sedans, dark colors, minimum accessories and gadgets.
People who want to express showiness, to assert their individualism and modernity, tend to buy Ford, Mercury, Oldsmobile, Lincoln, hardtops, two tones, bright shades and hues, a range of extras, gadgets, fads.
People who need to express unusual status or individual needs favor Cadillac ostentation, high status , Studebaker, Hudson, Nash, Willys, convertibles impulsiveness , very bright colors, red, yellow, white, latest gadgets and accessories. Why do we buy some products and not others? It turns out that the reasons are usually hidden from our conscious minds. The Motivational Researchers sought to find out what they were.
tetraedge.info: The Hidden Persuaders eBook: Vance Packard, Mark Crispin Miller: Kindle Store
In searching for extra psychological values that they could add to products to give them a more potent appeal, the depth merchandisers came upon many gratifying clues by studying our subconscious needs, yearnings, and cravings. Once the need was identified, and certified to be compelling, they began building the promise of its fulfillment into their sales presentations of such unlikely products as air conditioners, cake mixes, and motorboats.
Here we will explore some of the more picturesque applications in merchandising eight of our hidden needs. Selling emotional security Selling reassurance of worth Selling ego-gratification Selling creative outlets Selling love objects Selling sense of power Selling a sense of roots Selling immortality Packard gives great examples of each of this needs.
Well, you knew it had to be here, didn't you? The potency of sex as a sales promoter was not, of course, an original discovery of the depth merchandisers. Sex images have long been cherished by ad men purely as eye stoppers. But with the depth approach, sex began taking on some interesting twists, ramifications, and subtleties. Penetration to deeper levels of consciousness was sought. Simple cheesecake and get-your-man themes of old, while used for routine selling, were regarded as limited-penetration weapons.
So sex-for-sex-sake proved to be only a lead-in to the differences in the way men and women shop. He stated: Some colors such as red and yellow are helpful in creating hypnotic effects.
Just putting the name and maker of the product on the box is old-fashioned and, he says, has absolutely no effect on the mid-century woman. The idea is to sell the sizzle rather than the meat. By package designers had even produced a box that, when the entranced shopper picked it up and began fingering it, would give a soft sales talk, or stress the brand name. July 1, Sold by: English ASIN: Enabled X-Ray: Not Enabled. Share your thoughts with other customers.
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Read reviews that mention hidden persuaders vance packard read this book high school psychological manipulation advertising industry great book today classic american control dated techniques consumer described human relevant research timeless age. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now.
Please try again later. If the American Hardcover Verified Purchase. Bernays and his minions were demons. If the American people only knew the extent of their machinations. Sadly the majority are too involved with gladiator sports, porn and fighting over a particular political party to have a clue.
Kindle Edition Verified Purchase. Relevant and timeless. A fascinating look from the past that explains the false pretense of motivation research. A great read. Paperback Verified Purchase. A great book about the artful tools and manipulations used by Madison Avenue to sell products. The techniques can also be used in other areas too, such as politics.
It is a good text for anyone who wants to know just how intrusive spin is in our society and how to avoid it. It is also good for anyone who wants to be a master of it. Very enduring. Sill a masterpiece!
Probably why it's still used in many advertising and marketing classes. Poor ebook quality. Ebook version was full of typos making it hard to read. Too much of the same thing in the subject matter. Stopped reading about halfway through. I wanted to reread this book that made a big impression on me as a 13 year old in It is dated but it shows the base of all the "Data Farming" that is now omnipresent in our present World.
It's completely correct in how we're being propagandized at, but I wish an updated edition would be written, including techniques being used today. A must read book Needs to be more generally known. One person found this helpful. See all 69 reviews. Martin Jr. Daniel Horowitz ,. Alice Yang Murray. Bruce J. Colin G. Nancy A.
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