The Hidden Persuaders Analysis
Those in power were absolutely sure that “the only way of making democracy work and create a stable society, was to repress the savage barbarism that lurked just under the surface of normal American life”. That is why the US Government, the corporations and the CIA have worked hard on developing manipulation techniques based on Anna Freud’s and Edward Bernays’theories.
And this is how, step by step, people have become, as Vance Packard mentioned in his book called “The hidden Persuaders“, American people were reduced to “puppets who’s only function was to keep the mass production alliance running”. So, the power of psychoanalisys was starting to be used by corporations too; they started taking advantage of people’s unconscious desires and used them to create brand preferences regarding the same product and encourage consumerism.
3rd Episode: “There is a Policeman Inside All Our Heads: He Must Be …show more content…
VALS psychographic model was introduced to marketing research, focusing on the people’s values and lifestyle.
As mass production evolved, and goods were produced in large numbers, consumerism started to happen at whole new level! There was always this fear that offer would outstrip demand; but not anymore! With the “new self”, the market of limited needs has long gone; now we have a market of unlimited needs, dominated by self-expresiveness.
4th Episode: “Eight People Sipping Wine in Kettering”
In the fourth and last episoade, released on April 7, 2002, there is a belief that “the satisfaction of individual feelings and desires is our highest priority” nowadays.
In this case scenario, what did companies do?
They took Freud’s theories further, studied human’s deepest needs and desires in the greater goal of fulfilling them. Now you suddenly wake up you want to buy things you didn’t even know you wanted! Companies now have the power of anticipating one’s needs and fulfill them at their smallest detail.
“The most powerful people in the world are the people who are able to read their public’s