The Hidden Persuaders
Vance Packard's 1957 exposé of advertisers' psychological manipulation.
At a glance
Key ideas
Eight compelling needs, Selling politicians, Morality
See all 3Criticism
Marketers
Connections
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- Packard explores how advertisers used motivational research, depth psychology and subliminal tactics to create desire for products in postwar America.
- He identifies eight compelling needs that advertisers promise products will meet.
- He also examines how the same techniques were used to sell politicians to voters.
- He questions the morality of it all.
Why it matters
- It made the psychology of advertising a public concern and is still a reference point in debates about manipulative marketing.
Key facts
- Author
- Vance Packard1
- Published
- 19571
- Recognition
- In The Sunday Times's 2009 list of the 12 most influential books since World War II1
Key ideas
Criticism
-
Marketers1
Marketing researchers and advertising executives called it sensationalist and unsubstantiated.
Connections
Written by
Sources
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