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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 Mon. April / 12 / 2021

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Lamar Advertising launches corporate-sponsored SPAC  Greater Baton Rouge Business Report

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1.3 million Clubhouse users' data was reportedly leaked  Business Insider

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Chrome users, see if Google is tracking you with new targeted advertising  Mashable

California legislators battle over cannabis billboard advertising - Cal Coast News
California legislators battle over cannabis billboard advertising  Cal Coast News

Pure Michigan Regional Advertising Campaign Launches For Spring And Summer - WSGW
Pure Michigan Regional Advertising Campaign Launches For Spring And Summer  WSGW

Top 5 Social Media Channels for Paid Advertising | CoFounder - CoFounder Magazine
Top 5 Social Media Channels for Paid Advertising | CoFounder  CoFounder Magazine

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Sunset's Queen of Greens website and social media recognized by advertising awards  hortidaily.com

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First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge  PRNewswire

IAB's Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising - AdExchanger
IAB's Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising  AdExchanger

Judge orders Charter to pay $19M to Windstream in false advertising suit - FierceTelecom
Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

SPECIAL ADVERTISING CONTENT: New home sites teased at Dover Bay - Coeur d'Alene Press
SPECIAL ADVERTISING CONTENT: New home sites teased at Dover Bay  Coeur d'Alene Press

Maximizing Value With Advanced Advertising - TV Technology
Maximizing Value With Advanced Advertising  TV Technology

Canadian Honda Civic Advertisement Is Delightfully Short And Funny - Motor1
Canadian Honda Civic Advertisement Is Delightfully Short And Funny  Motor1

Google’s FLoC poses a threat to identity solutions and advertisers - MarTech Today
Google’s FLoC poses a threat to identity solutions and advertisers  MarTech Today

UK Advertising Standard’s Authority and Social Media Influencers - The National Law Review
UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

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What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021  Adweek

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Search Advertising Software Market 2021- Key Strategy, Revenue, Opportunity and Key Trends -2026 | WordStream, AdWords, Kenshoo Infinity Suite – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Town of Natick Advertising For Public Safety Dispatchers  framinghamsource.com

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Merchants group blasts proposed digital advertising tax - Hartford Business
Merchants group blasts proposed digital advertising tax  Hartford Business

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Proposed advertising tax gets resistance from eastern panhandle small business  WDVM 25

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PromoDrone Brings Drone Banner Advertising to Global Markets - sUAS News
PromoDrone Brings Drone Banner Advertising to Global Markets  sUAS News

Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal - Milwaukee Business Journal
Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal  Milwaukee Business Journal

Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns - CT Examiner
Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns  CT Examiner

FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal - ABA Banking Journal
FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal  ABA Banking Journal

2021 set to be year of programmatic advertising: Hoppr - BroadcastProME.com
2021 set to be year of programmatic advertising: Hoppr  BroadcastProME.com

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Wix's Negative Advertising Campaign Falls Flat with WordPress Developers and Professionals  WP Tavern

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IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

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Tesla starts advertising Model 3 with 93 miles of range on its website in Canada  Electrek

Maryland’s New Tax – The Nation's First State Tax on Digital Advertising - JD Supra
Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

Engage Restaurant Goers By Leveraging Out-of-Home Advertising - QSR magazine
Engage Restaurant Goers By Leveraging Out-of-Home Advertising  QSR magazine

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Clarence Saunders — Advertising Genius  Memphis Magazine

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Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online  PRNewswire

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Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers  Lexology

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How can marketers make better Ramadan ads? | Advertising  Campaign Asia

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Omnicom PSA contest will advocate increased representation of Asians in advertising  AdAge.com

Sexism In Advertising Is (Still) Not So Sneaky 04/09/2021 - MediaPost Communications
Sexism In Advertising Is (Still) Not So Sneaky 04/09/2021  MediaPost Communications

Social Media Influencers and the Need for Responsible Advertising - Lexology
Social Media Influencers and the Need for Responsible Advertising  Lexology

Amazon Just Passed a Major Milestone in the Digital Advertising Market - The Motley Fool
Amazon Just Passed a Major Milestone in the Digital Advertising Market  The Motley Fool

The tech giants’ diet is bad for everyone’s health - The Guardian
The tech giants’ diet is bad for everyone’s health  The Guardian

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In-Game Advertising Went Mainstream in 2020 as Pandemic Powered Innovation and Maturity of 2.7-Billion-Strong Global Gaming Market  WFMZ Allentown

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tvScientific Rolls Out CTV Advertising Platform  TV Technology

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How a stay-at-home year accelerated three trends in the advertising industry  CNBC

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National Advertising Division Finds Verizon's "Fastest 5G in the World" Claim Supported for its 5G Ultra Wideband  PRNewswire

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Top 3 tips to create a stronger AI strategy - Advertising  BizReport

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Innisfree criticised for 'false advertising' after plastic found within paper bottle  Marketing Interactive

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Friday Sector Laggards: Metals & Mining, Advertising Stocks  Nasdaq

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BrandSutra: Why advertising is not engineering  The Northlines

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Microsoft Advertising’s New Rollout & More Digital Marketing News  Search Engine Journal

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iOS 14.5 Ad Tracking opt-in feature could change mobile advertising  Shacknews

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Letter: The public option: Truth in advertising  Steamboat Pilot and Today

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Google starts funneling Chrome users into groups to ease targeted advertising  AppleInsider

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Sean Combs Criticizes General Motors For Insufficient Advertising In Black-Owned Media  GM Authority

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Roseville Businesses Eligible for Free Advertising Services  Roseville Today

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Pinterest (PINS) Set to Roll Out Advertising Platform in Brazil  Yahoo Finance

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CVS, IBM Watson, Mastercard, Nissan and Wavemaker Execs on 'Breaking the Cycle' of Digital Media and Adveritising – Beet.TV  BeetTV

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General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies - The Wall Street Journal
General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies  The Wall Street Journal

The Bachelor's Anna Heinrich breaches advertising watchdog's code - Daily Mail
The Bachelor's Anna Heinrich breaches advertising watchdog's code  Daily Mail

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Effectv Launches New Division to Better Serve Advertisers' Evolving Needs for Audience Delivery within Changing TV Marketplace  Odessa American

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Italy Insurance Advertising Market – NeighborWebSJ  NeighborWebSJ

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2021 Shaping Up to be the Year of Programmatic Advertising for Pay TV and Network Service Providers in Europe  MarTech Series

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Survey Fax Neither Unsolicited Advertisement nor Pretext  The National Law Review

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What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

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Microsoft Ads Rolls Out a Slew of New Features  Search Engine Journal

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The IAB 2020/2021 Internet Advertising Revenue Report  AList

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Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

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Lamar Advertising Launching Corporate-Sponsored SPAC: Lamar Partnering Corporation  GlobeNewswire

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US advertising employment increased by 2,200 jobs in March  AdAge.com

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Boston Scott Golf to Utilize New Digital Advertising Strategy During Golf's Biggest Week  WFMZ Allentown

Video Advertising Integrations Spell the End of Advertising - Adweek
Video Advertising Integrations Spell the End of Advertising  Adweek

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Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising  PRNewswire

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Advertisers’ Questions Persist as Google Opens FLoCs to External Trials  Adweek

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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Jaguar, Land Rover No Longer Advertising Their Best Deals  CarsDirect

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Rise and Decline of Adobe's Advertising Business 2021  Business Insider

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With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

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Why Connected TV Isn't As Complicated As Advertisers Think  AdExchanger

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Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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Digital Turbine: Rapidly Growing Advertising Player That's Cheaply Valued  Seeking Alpha

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Maryland's Controversial Tax On Digital Advertising Explained - Tax - United States  Mondaq News Alerts

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Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

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