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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 Wed. January / 22 / 2020

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Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  Yahoo Finance

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Why VIZIO Is Getting Into The Advertising Business  Forbes

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How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

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Out of Home Advertising Association of America Launches Biweekly News Service  Yahoo Finance

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Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

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Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  Yahoo Finance

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Kelley Drye Launches Advertising and Privacy Law Resource Center  Ad Law Access

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Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

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Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

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Brand advertising is broken. Here's why.  The Drum

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OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  Olean Times Herald

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Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts - Business Insider
Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts  Business Insider

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Hispanic Radio Conference - Radio Advertising: Dead Or Alive?  Radio Ink

Netflix CEO Reiterates Zero Interest in Advertising Business: ‘There’s Not Easy Money There’ - Variety
Netflix CEO Reiterates Zero Interest in Advertising Business: ‘There’s Not Easy Money There’  Variety

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

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Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024  Yahoo Finance

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New agreement locks in 25 percent more revenue from WMATA's advertising network  MassTransitMag.com

Former Trump Aide Named Advertising Agency CEO - Patch.com
Former Trump Aide Named Advertising Agency CEO  Patch.com

Merkle launches digital advertising solution for retailers to monetize their customer data - MarTech Today
Merkle launches digital advertising solution for retailers to monetize their customer data  MarTech Today

AET, Wizely say collaboration streamlines delivery of OEM-compliant advertising - Auto Remarketing
AET, Wizely say collaboration streamlines delivery of OEM-compliant advertising  Auto Remarketing

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

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Spanish jeweller TOUS in false advertising probe  RFI

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A New Decade Dawns – The Shaping of the Advertising Ecosystem  MarTech Series

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Advertising's Share of Time Spent With Media Continues To Erode - Editor And Publisher Magazine
Advertising's Share of Time Spent With Media Continues To Erode  Editor And Publisher Magazine

Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook - Investor's Business Daily
Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook  Investor's Business Daily

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Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

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Presidential candidates spend millions on social media advertising  KCAU 9

FTC Advertising Atty Who Led POM Wonderful Case To Retire - Law360
FTC Advertising Atty Who Led POM Wonderful Case To Retire  Law360

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

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Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33% - Simply Wall St
If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33%  Simply Wall St

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Advertising As We Know It Is Dead  Forbes

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

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Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

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Advertisers Revolted Against Firings In Des Moines  Radio Ink

YouGov Brand: Chipotle Winning The Advertising War - Benzinga
YouGov Brand: Chipotle Winning The Advertising War  Benzinga

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem? - CryptoTicker
Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem?  CryptoTicker

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

Pharmaceutical and life sciences advertising to healthcare professionals - guidance from the courts - Lexology
Pharmaceutical and life sciences advertising to healthcare professionals - guidance from the courts  Lexology

Zara is advertising jeans that look like they are being modelled by a ghost - Metro.co.uk
Zara is advertising jeans that look like they are being modelled by a ghost  Metro.co.uk

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Uncertainty is the new digital advertising reality - The Drum
Uncertainty is the new digital advertising reality  The Drum

Online Advertising Platform Market 2020 Report By Market Research.Biz Shows In-Depth Insights With Major Key Players - Melanian News
Online Advertising Platform Market 2020 Report By Market Research.Biz Shows In-Depth Insights With Major Key Players  Melanian News

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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Facebook Revises Rules On Political Advertising  NPR

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Did you know how to get rid of annoying advertising on Apple TV?  Industry Global News 24

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

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Digital Advertising and Data Privacy Regulation Debate  The National Law Review

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Statement from the Publisher: TFWA advertising - The Moodie Davitt Report  The Moodie Davitt Report

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Dr. Oz: Don't Eat Breakfast, It's an Advertising Ploy  Newsmax

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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Diversity, A Banned Word Love Poem  Chicago Reader

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Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

ANOTHER OPINION: Facebook enables disinformation with advertising policy - Goshen News
ANOTHER OPINION: Facebook enables disinformation with advertising policy  Goshen News

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Company pitches real revenue from virtual advertising  My Citizens News

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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New advertisement policy in pipeline for Noida  Hindustan Times

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

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Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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Maryland French Tax on Digital Platform Advertising  The National Law Review

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Zee Entertainment Q3 Results: Profit Misses Estimates As Advertising Revenue Falls  BloombergQuint

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Foxtel Media to continue representing sales for NBC Universal in renewed advertising agreement  mUmBRELLA*

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Spotify will use everything it knows about you to target podcast ads  The Verge

How data can put the emotion back into advertising - CampaignLive
How data can put the emotion back into advertising  CampaignLive

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ADVERTISEMENT: Remote Removal of Ayin Hara -over 65 Yeshuos Seen!  Yeshiva World News

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TikTok explores curated content feed to lure advertisers  Financial Times

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Tourism advertising needs thought: Expert  The Weekly Times

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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Radio advertising revenue down by 6% in 2019  AdNews

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Report: Fox will make sure advertisers' commercials don't run before or after Trump, Bloomberg spots  Yahoo News

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Advertising firm CASHurDRIVE partners with Uber  Economic Times

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Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

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Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

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