The Hidden Persuaders: then and now

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Date: Spring 2008
From: Journal of Advertising(Vol. 37, Issue 1)
Publisher: Taylor & Francis Group LLC
Document Type: Report
Length: 11,022 words
Lexile Measure: 1420L

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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.

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Gale Document Number: GALE|A178188361