The hidden persuaders: Then and now

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish (US)
Pages (from-to)113-126
Number of pages14
JournalJournal of Advertising
Volume37
Issue number1
DOIs
StatePublished - 2008

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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