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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 Thu. February / 25 / 2021

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Profiles in Black Creativity: Advertising Greats Face Off in Craig Brimm’s Game  Adweek

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook versus News: Advertising is the real problem  The Conversation AU

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JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

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Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future  Retail & Consumer Products Law Observer

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What Will Come of Maryland's Unique and Controversial Digital Advertising Tax?  Lexology

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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The 20 advertising jingles that stick the best  AZ Big Media

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What Digital Advertising Gets Wrong  Harvard Business Review

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Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

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5 Stocks to Tap Solid Rebound in Digital Advertising Spend  Nasdaq

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Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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Calling T-Shaped Creatives: Let's Lift Up Advertising's Drab Into Drag  Adweek

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Fluent Expected to Ride the Digital Advertising Wave This Year  Yahoo Finance

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio for Brands and Agencies  ExchangeWire

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Framingham Police Advertising For Lateral Transfers  framinghamsource.com

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Cigarette advertising could bring in big dollars, but crosses a line.  Monterey County Weekly

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In-App Advertising Market to Witness Comprehensive Growth By 2024 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Televisionation: ARF's Scott McDonald and Paul Donato on the Future of Advertising | InteractiveTV Today  InteractiveTV Today [itvt]

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

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ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations  PRNewswire

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We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

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The state of advertising in a post-Covid world | shots  Shots

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VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Jack Giarraputo launches creative advertising agency Slice Collective - Devdiscourse
Jack Giarraputo launches creative advertising agency Slice Collective  Devdiscourse

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You won’t find many digital billboards in Lexington. Lawsuit tries to change that.  Lexington Herald Leader

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MEDICAL ADVERTISING HALL OF FAME UPDATES MISSION TO HELP DRIVE AWARENESS FOR GREATER DIVERSITY, EQUITY AND INCLUSION IN OUR INDUSTRY  PharmaLive

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

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Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

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Spotify unveils the lovechild of its acquisitions: an audio advertising suite  Input

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LEGAL ADVERTISING  The Lincoln County News

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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How Comcast's investing arm Comcast Ventures unraveled  Business Insider

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Industry players react to ASCI guidelines for influencer advertising  YourStory

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Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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Coronavirus advertising campaign launched to reinforce ‘stay at home’ message  Yahoo Movies UK

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Google to Resume Acceptance of Political Advertising  Lexology

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Spotify heralds “new era” for podcast advertising with Spotify Audience Network  RouteNote

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Gazing Into the Foggy Future of Alcohol Advertising on TikTok  VinePair

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Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  EIN News

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Czech Republic approves new rules for advertising medical devices  Lexology

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Native Advertising platform Market 2021: Share, Demand, Size, Trends, Development, Opportunity, Growth by Top Key Players and Forecast to 2028  The Courier

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Maryland Passed A Tax On Digital Advertising. What Happens Next?  AdExchanger

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How do you solve a problem like... gender stereotypes in advertising?  The Drum

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Mr. Apple appoints Advertising and Marketing Supervisor  FreshPlaza.com

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Trump Judge Tries to Protect Corporation from False Advertising Claim: Confirmed Judges, Confirmed Fears  People For the American Way

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Super Bowl 2021: Why brands like Coke, Budweiser and Pepsi are benching their stars from in-game commercials this year  MarketWatch

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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From The Experts: Media And Advertising In 2021  Forbes

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Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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