The Hidden Persuaders
After and because of World War II, the United States had 65% of the world’s industrial capacity.
By the 1950s, industrial giants were concerned that Americans had bought all their products and
would stop buying, thus wrecking the consumer economy. Out of this, two strategies evolved.
One was planned obsolescence, designing products that would soon be either outdated or break
down, forcing the consumers to keep buying.
The other was pushing advertising to a new level of intensity. Advertising agencies hired
psychologists to design new strategies for boosting sales. Television was central to this, since
consumers no longer had to go to the advertisers. Now advertisers could impose themselves into
viewers’ homes every time they turned on the TV.
Vance Packard’s book, The Hidden Persuaders, exposed many of the new strategies advertisers
were using, including the alleged use of subliminal advertising, ads that would work beneath the
conscious brain to influence people. For example, movies, which show 24 frames per second,
purportedly would use one frame to display a picture of a soft drink, subconsciously enticing
viewers to get up and head to the concessions stand.
Despite Packard’s expose, advertising has grown and flourished ever since.
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Puitan thrift ethic
discourages
consumption
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
You deserve a break today
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
1951
1954
1954
1954
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
Focus ads on TV which has several advantages:
TV ads can reach & influence esp. impressionable children Lifelong customers
TV ads go straight into
Much harder to ignore TV ads can incessantly repeat
homes Consumers can’t
visual medium than radio
their messageSinks in
escape
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
Focus ads on TV which has several advantages:
TV ads can reach & influence esp. impressionable children Lifelong customers
TV ads go straight into
Much harder to ignore TV ads can incessantly repeat
homes Consumers can’t
visual medium than radio
their messageSinks in
escape
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
Focus ads on TV which has several advantages:
TV ads can reach & influence esp. impressionable children Lifelong customers
TV ads go straight into
Much harder to ignore TV ads can incessantly repeat
homes Consumers can’t
visual medium than radio
their messageSinks in
escape
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
Focus ads on TV which has several advantages:
TV ads can reach & influence esp. impressionable children Lifelong customers
TV ads go straight into
Much harder to ignore TV ads can incessantly repeat
homes Consumers can’t
visual medium than radio
their messageSinks in
escape
a
FC.142C THE HIDDEN PERSUADERS: A SHORT HISTORY OF ADVERTISING
World War II (FC.137)
Puitan thrift ethic
discourages
consumption
US has 60% of world’s
ind’sPost-war boom Am’s
have all the goods they need
Rest of world is
impoverished by war &
can’t buy products from US
Puitan thrift ethic
discourages
consumption
US businesses fear another Depression if they can’t sell products,
esp. if there is no real difference b/w their products & others
Surveys of people’s buying habits that showed:
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Consumers often couldn’t
distinguish their “favorite”
products from others in blind tests
People buy on basis of
subconscious fears, prejudices,
etc. & unconscious feelings
Marshall Plan to
revive Eur. Mkt’s
(FC.138)
Madison Ave. hires psych’s who identify &
exploit several needs of consumers’ psyches:
Conformity
Oral gratification
Security
Use of non-rational techniques (e.g., bright colors & logos) to sell the illusion of:
Sex appeal: (e.g., fountain pens w/sleek bodies, beer,
cigars, Marlboro cigarettes, cars, & men’s adventure mags)
Ego gratification: (e.g., Reassurance of worth: (e.g., Creative outlets: (e.g.,
vanity presses so authors detergents that give women Instant cake mixes where
can see their work in print)
status of clean homes)
you add the egg & milk)
Emotional security:
Immortality:(e.g.,
Sense of power:
Roots & fam.
(e.g., freezers that hold insurance policies (e.g., new car every tradition: (e.g., wines
more food than people You can take care of
2 yrs to renew
just like grandma
need or can afford)
your fam. after you die) sense of manhood)
used to make)
Focus ads on TV which has several advantages:
TV ads can reach & influence esp. impressionable children Lifelong customers
TV ads go straight into homes Much harder to ignore TV ads can incessantly repeat
Consumers can’t escape
visual medium than radio
their messageSinks in
a
Rosser Reeves, one of the
fathers of modern
advertising and creator of
the Anacin commercials,
one of the most hated (and
successful) ad campaigns
in history
“Melts in your mouth, not in your hands”
Before the 1950s,
ads for women’s
undergarments
were found mainly
in Sears catalogs
until…
One of the most successful ad campaigns was a series for Maidenform bras where a woman
claimed to have dreamed being in all sorts of unique or exotic situations wearing nothing above
the waist except her Maidenform bra. In the TV version of the ad on the right, the woman exclaimed:
“What a construction job!”
As baby-boomers grew up, got
married, and/or had kids,
advertisers realized the need to
pitch their products to a new
younger generation that could be
hooked for life on their products.
One of the first of these was
MacDonalds with its Happy Meals.
To ensure we all grow up
to be good responsible
shoppers, companies
like Milton Bradley put
out games like Park &
Shop to teach us how to
spend real money once
we get some.
Games like this were designed
to make sure we all were good
“patriotic” consumers.
In 1941, there were 8,000 TVs in US; half of them in New York City
Ad agencies saw TV as just an extension of radio & treated TV ads as radio ads, just
with a picture.
Therefore, on July 1, 1941, when the first TV commercial aired on WNBT (NBC) in NYC
for Bullova, the camera focused on a watch & said “It’s three o’clock, Bulova Watch
time.” This was already a standard ad on radio.
The ad agency, Biow Company, charged Bulova $9 for the ad: $5 for TV time & $4 for
“station charges.
Just like the internet in the 1990s, no one knew how much of a future TV would have.
Who would buy them with nothing to watch and who would broadcast shows without
anyone owning TVs
The first big market for TVs was taverns because sports events would pack in
customers. Therefore, beer, cigarettes, cars & Gillette razors were the main sponsors.
On June,1946, Gillette & NBC televised the Joe Louis-Billy Conn fight. Louis won. So
did Gillette with an audience of 150,000.
In 1947, Ford & Gillette sponsored the 1st game of the World Series, making Gillette’s
Sharpie, ( an animated parrot) & jingle (“Look sharp, be sharp”) fixtures on TV for years.
In the late 1940s, TV set sales skyrocketed. People
seemed mesmerized & would seemingly watch
anything: Roller Derby, wrestling, harness racing,
amateur shows, really bad B movies, anything.
YOU’RE
TOO
FAT!
A brief history of Madison Avenue’s campaign to make us feel insecure about our bodies
As we got richer and more sedentary,
the only thing that seemed to keep
moving was the size of our waistlines.
Even before World War II advertisers
played up our insecurities about our
weight with advertising campaigns for
medications that would effortlessly
dissolve the fat.
At first, these ads were discretely
placed in medical journals,
encouraging doctors to prescribe
these drugs, which often had powerful
side effects, in particular affecting
patients’ moods.
But that’s OK, because there were
drugs for that too.
1947
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Gradually, food companies
joined the bandwagon by
touting their products as
promoting weight loss. Such
ads at first discretely
mimicked the ads in medical
journals touting powerful drug
remedies.
1958
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“MOTHER’S LITTLE
HELPERS”
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