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THE HIDDEN PERSUADERS.
- Source :
- Journal of Advertising; Spring2008, Vol. 37 Issue 1, p113-126, 14p
- Publication Year :
- 2008
-
Abstract
- It has been 50 years since Vance Packard wrote about psychoanalytical techniques employed by the advertising industry in The Hidden Persuaders. This book, published in the post-World War II consumer boom, exposed a mass audience to motivational research at a time when advertisers used new techniques and a new medium. Yet The Hidden Persuaders was highly criticized and became a scapegoat for purportedly promoting subliminal techniques. Nonetheless, the book helped shape public opinion, advertising regulation, and advertising research and practice. This paper provides a historical approach to Packard's contribution and ideas in the context of recent theoretical insights into psychological processing and new persuasion practices. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00913367
- Volume :
- 37
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Journal of Advertising
- Publication Type :
- Academic Journal
- Accession number :
- 31530783
- Full Text :
- https://doi.org/10.2753/JOA0091-3367370109