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The Not-So-Hidden Persuaders: The Power of The Media Upon Us All


In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness. A red car, for example, has hidden stimuli, for red is a color that makes people angry. If you think I'm nuts, (I am, but not about this), check with some insurance companies. I was dumbfounded to learn that the collision rate was slightly higher for a red car! Packard's premise was mind-boggling and insightful for its day. Even he, however, under-estimated the full extent to which modern advertising has penetrated our psyches.

The next time you need a "kleenex" or "xerox" stop and think for a moment. Don't you really mean a tissue or a copy of a piece of paper? And when someone walking in front of you "shakes like Jell-O," do you realize that you have created a metaphor using a brand name in vain? I myself used Q-tips for years before I realized they were really cotton swabs incognito, and that by any other name they cost at least $1.50 less per box! How and why did these brands become synonyms for the things that are so much a part of our every day lives? Sometimes I feel like that little kid in the movie, Invaders From Mars, who was the only one his block who didn't have a strange little mark at the base of his neck which meant he wasn't "one of them." Who is "they" anyway? And worse, how did "they" get from our necks to our brains and become a part of us?

The answer to these and other not so penetrating questions lies in the arrogance of the media. Their influence is like a giant, intimidating shadow that sneaks into our brains when we sleep and tells us which products to buy. Lets look at how this works. My child needs aspirin. Am I going to buy some generic brand that I have never heard of or am I going to get the product whose name has been shoved into my memory so consistently that when I think of aspirin only that brand comes to mind? This is true even if the contents in both of the bottles are exactly the same. I want the very best for my sick child that my hard earned money can buy and how could something that costs less be the answer?

Well, the very best product is not necessarily the one you have heard the most about. That may just be the brand produced by advertisers who can afford to saturate the media with Saran promises and DiGiorno delivery. There are other makers of blue jeans besides Levis and other tampons besides Tampax, but who ever thinks about them when the others has been so indelibly implanted (like that little black mark at the base of the neck) into our consciousness?

The other side to that coin is that familiarity can and often does breed contempt. The media today seems to believe as PT Barnum did; "there's a sucker born every minute." The only difference is that their influence is far more widespread and millions and millions of suckers comprise their sideshow. Unfortunately, that includes me and everyone I know, even though the old adage that you can't "fool all of the people all of the time" is still floating around somewhere (probably in a pool of the most effective detergent.)

The unmitigated pomposity of the media is a travesty of human intelligence. It is as if they say to us whether we want to hear it or not: You will buy our product because we made it and because you used to buy our products. It has nothing to do with whether or not our products are better than any others on the market. Ours is better because we have the money to say that it is- over and over and over again. Then our buys become emotional and not conscious. Theirs is a most subtle brainwash; a mental encounter of the forty-sixth kind. It is this presumption which bothers me the most and yet I and everyone I know keep falling into the vortex of polyunsaturated pledges and half told truths.

In my home state of Pennsylvania it is legal to substitute prescriptions with lower costing generics as long as the ingredients and dosage are comparable. Time and again, I have paid for pills and secretly wondered how effective they could be because I don't know the brand name and if they don't cost as much as I paid before, how could they possibly be as good? Wake up and smell the coffee, whatever brand you like. Scotch tape isn't from Scotland and any other brand will seal any package just as well. Brillo is not the only soap pad in the world and cowboys do wear other brands of jeans besides Levis. (Maybe their horses don't, but they do.) Search for others that work just as well and you will find that they are also a lot cheaper. I should not have to pay for someone's advertising costs and that's exactly what we are all doing when we fall prey to the prestige of name brands.

Don't get me wrong. I do believe one gets what one pays for in most areas of life, especially professional services of any kind. I am not parsimonious or even frugal by any standards. But what's true is true. An item is not necessarily better because it is cheaper. Conversely, a familiar and/or more expensive item is not necessarily better either! There has to be a balance between cost and quality and that's what missing today. Some standards never change and that's why brand names backed by a solid reputation should never be ignored. For example, if I were going to buy a new television, I would look for a name with a history and credibility such as GE, RCA, Sharp or Sony. Between those examples however, it is an advertising contest to the death as to which is better, and my decision would have to hinge on other factors. I would probably choose the brand I bought before or the brand my father had or one that a friend or colleague recommended. That's a far cry from purchasing something because the name sounds "familiar."

Sales in generic products are rising, as the public is becoming more and more discerning and sophisticated. Awareness has crept into the Wall Street market as well. On The Motley Fool (A program of stock recommendations) a pharmaceutical company that waits for the patents on brand name products to run out so that it can purchase generic ones was recently highlighted as a good investment. Although some might argue that this company awaits profit somewhat like an alligator hiding patiently in a leafy glade, others consider the move a simple case of hungry free enterprise. In either case, sales do reflect a trend and a change in consumer awareness.

In the end you may get what you pay for in reference to some things but not others. In this case, the whole isn't even equal to even some of its parts. (Like my brain.) The contradiction is not as black and white as being pregnant, for example, which is either a state of being or it isn't. Gray is an individual color, and each of us must decide what works and what doesn't.

But if you should awake tomorrow morning with a little black mark on the base of your neck, don't say I didn't warn you. It's too late to run to Mr. Packard as he no longer lives in the world of breathing consumers. Just know that the time has come to either join the others with their little black marks or fight them and create your own little black mark. Consider changing the color, name or configuration on yours. Be sure you don't call me though, whatever you do. I'm having enough trouble living with mine!

Biography:

Marjorie Dorfman is a freelance writer and former teacher originally from Brooklyn, New York. She now lives in Doylestown, PA with four cats who keep her on her toes at all times. Originally a writer of ghostly and horror fiction, she has branched out into the world of humorous non fiction writing in the last five years. She maintains seven web sites covering a wide variety of topics and writes feature articles for several local newspapers. The author of a book entitled: A Taste of Funny, her website, Eat, Drink And Really Be Merry (http://www.ingestandimbibe.com) features many well researched and humorous articles on the subject of food and drink.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch. - Insideradio.com
Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends - eMarketer
Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

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Electronic Advertising Provisions Become Law in VA  Brewers Association

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

National columnist examines CFPB reverse mortgage advertising data - Yahoo Finance
National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Advertising Could Gobble Up The Grocery Business  AdExchanger

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

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Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising - Storyboard18
Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Textured Hair Advertising Campaigns : from one queen to another - Trend Hunter
Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

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Advertising salary guide—why design jobs are in demand  Ad Age

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

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Supreme Court asks Ramdev, Balkrishna to appear before it in Patanjali advertising case  The Hindu

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A weary advertising spend canary in a slow start to the year  AdNews

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Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

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Patanjali advertising case: SC asks Ramdev to appear before it  Deccan Chronicle

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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Why I won't apologise for working in advertising  Creative Review

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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Columbia man found guilty after advertising drugs on social media  WIS News 10

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US oil production hits record levels under Biden  Vox.com

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Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

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Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

Hispanic Hair Care Campaigns - Trend Hunter
Hispanic Hair Care Campaigns  Trend Hunter

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing - The Economic Times
Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing  The Economic Times

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DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

Advertise - exploreClarion
Advertise  exploreClarion

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

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MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

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Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

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Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

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Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

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Pawsitive awareness: The rise of the pet parents  ETBrandEquity

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

The role of CMO in driving success for CXOs - ETBrandEquity
The role of CMO in driving success for CXOs  ETBrandEquity

Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Ramdev asked to appear before Supreme Court in Patanjali advertising case - India Today - India Today
Ramdev asked to appear before Supreme Court in Patanjali advertising case - India Today  India Today

New Zealand government restructures advertising accounts with tender - AdNews
New Zealand government restructures advertising accounts with tender  AdNews

Pitt State Graphics and Communications students win big in elite advertising competition - Pittsburg State University
Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

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Aurangabad-based Media House Group bags rights for advertising on 100 city buses  M4G Team

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