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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. February / 27 / 2024

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My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

The Right To Advertise? - Techdirt
The Right To Advertise?  Techdirt

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

The war between Walmart and Amazon will now be fought on TV - Business Insider
The war between Walmart and Amazon will now be fought on TV  Business Insider

Sir John Hegarty’s 10 rules for a creative life - WePresent
Sir John Hegarty’s 10 rules for a creative life  WePresent

We need to break up Google’s online advertisement monopoly: Mike Davis - Fox News
We need to break up Google’s online advertisement monopoly: Mike Davis  Fox News

PHOTOS - American Advertising Association Shreveport-Bossier Awards - Shreveport Times
PHOTOS - American Advertising Association Shreveport-Bossier Awards  Shreveport Times

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

Elevate your brand with data-driven digital OOH advertising in APAC - The Drum
Elevate your brand with data-driven digital OOH advertising in APAC  The Drum

Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising - Pharmaceutical Executive
Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising  Pharmaceutical Executive

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ... - Insider Intelligence
eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ...  Insider Intelligence

Mississippi, Medical Cannabis Advertising and the First Amendment - Harris Sliwoski LLP
Mississippi, Medical Cannabis Advertising and the First Amendment  Harris Sliwoski LLP

Virtual Marketing, PR, Advertising Fair | Student Affairs - The University of Virginia
Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

SoundCloud gets moody with its latest advertising feature - Music Ally
SoundCloud gets moody with its latest advertising feature  Music Ally

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Millikin students earn American Advertising Awards for creative excellence - Millikin University
Millikin students earn American Advertising Awards for creative excellence  Millikin University

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com - Insideradio.com
MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com  Insideradio.com

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - TradingView
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  TradingView

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength - MarketWatch
Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength  MarketWatch

The Trade Desk stock signals a rebound in digital advertising - MarketBeat
The Trade Desk stock signals a rebound in digital advertising  MarketBeat

Local advertising agency wins 13 ADDY awards at American Advertising Awards - Laredo Morning Times
Local advertising agency wins 13 ADDY awards at American Advertising Awards  Laredo Morning Times

Supponor expects continued growth with scalability of digital advertising tech - Sports Business Journal
Supponor expects continued growth with scalability of digital advertising tech  Sports Business Journal

Squeamish about advertising? Get over it - The Media Leader
Squeamish about advertising? Get over it  The Media Leader

Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s - MarTech Series
Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s  MarTech Series

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Forms | centraloregondaily.com  Central Oregon Daily

Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites - BNN Breaking
Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites  BNN Breaking

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

Google allows advertisers to audit ads in Search Partner network | News - Campaign Asia
Google allows advertisers to audit ads in Search Partner network | News  Campaign Asia

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86 - WCF Courier
Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86  WCF Courier

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

GA4 updates Advertising workspace to simplify reporting - Search Engine Land
GA4 updates Advertising workspace to simplify reporting  Search Engine Land

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Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States  Mondaq News Alerts

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Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Walmart Is Going For Advertising Growth - Yahoo Finance
Walmart Is Going For Advertising Growth  Yahoo Finance

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

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HOAX: This poster advertising jobs at EABL is a scam  PesaCheck

Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences - Storyboard18
Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences  Storyboard18

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

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Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman  The Media Leader

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Media buying in 2024—how TV investment strategies are evolving  Ad Age

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Kim Petras 'isn't above' writing another advertising jingle  Longview News-Journal

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Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

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oOh!media leads the charge in gender equality in advertising  Marketing magazine Australia

Walmart CEO says the big-box retailer is well-positioned to grow its advertising business - CNBC
Walmart CEO says the big-box retailer is well-positioned to grow its advertising business  CNBC

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Letter to the editor: Slim Chickens' false advertising  Purdue Exponent

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California governor launches ads to fight abortion travel bans  The Associated Press

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Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com  PenBayPilot.com

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What OTT advertising will look like in 2024, according to industry leaders  Marketing Interactive

Italian watchdog fines BAT and Amazon over misleading advertising - Reuters
Italian watchdog fines BAT and Amazon over misleading advertising  Reuters

Google Analytics 4 set to introduce updates to Advertising workspace - Exchange4Media
Google Analytics 4 set to introduce updates to Advertising workspace  Exchange4Media

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What does 'socially responsible advertising' mean in the sports betting market? - Games Magazine Brasil  GAMES MAGAZINE BRASIL

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Charts - The story of gender pay in advertising and media  AdNews

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Kim Petras 'isn't above' writing another advertising jingle  Islander News.com

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Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants  DeSmog

Walmart eyes advertising growth with acquisition of Vizio smart-TV biz - Fast Company
Walmart eyes advertising growth with acquisition of Vizio smart-TV biz  Fast Company

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Watertown announces advertisement of bids for new fire station's construction  Watertown Daily Times

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Kim Petras 'isn't above' writing another advertising jingle - Watauga Democrat
Kim Petras 'isn't above' writing another advertising jingle  Watauga Democrat

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Kim Petras 'isn't above' writing another advertising jingle  Shelbynews

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Famous Innovations announces new leadership team in Delhi  ETBrandEquity

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Beyond pixels: The AI renaissance in branding  ETBrandEquity

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How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming  AdExchanger

HOAX: This Facebook post advertising jobs at Kenya's Ole Sereni Hotel is a scam - PesaCheck
HOAX: This Facebook post advertising jobs at Kenya's Ole Sereni Hotel is a scam  PesaCheck

How Sora Will Transform Technology, the Media and Planet Earth - Bloomberg
How Sora Will Transform Technology, the Media and Planet Earth  Bloomberg

INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ... - Business Wire
INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  Business Wire

Walmart's $2.3B Vizio deal highlights retail-streaming marriage - Axios
Walmart's $2.3B Vizio deal highlights retail-streaming marriage  Axios

$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It. - The New York Times
$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.  The New York Times

Study: How AI boosts digital advertising and direct bookings - PhocusWire
Study: How AI boosts digital advertising and direct bookings  PhocusWire

Sorensen: Disney intros shoppable streaming TV ads via second-screen - StreamTV Insider
Sorensen: Disney intros shoppable streaming TV ads via second-screen  StreamTV Insider

Why Walmart-Vizio deal could be 'new nexus' for advertising - Yahoo Finance
Why Walmart-Vizio deal could be 'new nexus' for advertising  Yahoo Finance

Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business - Yahoo Finance
Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business  Yahoo Finance

Google Analytics Overhauls Ad Reporting In One Central Hub - Search Engine Journal
Google Analytics Overhauls Ad Reporting In One Central Hub  Search Engine Journal

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Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges  Insider Intelligence

What Vizio can do for Walmart's digital advertising business - Yahoo Finance
What Vizio can do for Walmart's digital advertising business  Yahoo Finance

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MODAD Capitalizes on Out-of-Home Advertising Success with Launch of "Beyond Earth and Imagination" Sector  INSITE OOH

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Google upgrades AI product for advertisers with Gemini models  Reuters

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