...Vance Packard With an Introduction by Mark Crispin Miller PUBLISHING Brooklyn, New York Copyright © 1957, 1980 by Vance Packard Originally published by Pocket Books, a division of Simon & Schuster, Inc. Introduction Copyright 2007© by Mark Crispin Miller All rights reserved. Printed in Canada Reissue Edition 10 9 8 7 6 5 4 3 2 No part of this book may be used or reproduced in any manner without written permission of the publisher. Please direct inquiries to: Ig Publishing 178 Clinton Avenue Brooklyn, NY 11205 www.igpub.com Library of Congress Cataloging-in-Publication Data Packard, Vance Oakley, 1914The hidden persuaders / Vance Packard ; [new] introduction by Mark Crispin Miller. p. cm. Originally published in 1957 by McKay and reissued in 1980 by Pocket Books with a new afterword. ISBN-13: 978-0-9788431-0-6 ISBN-10: 0-9788431-0-X 1. Advertising--Psychological aspects. 2. Consumers--Psychology. 3. Advertising, Political. 4. Propaganda. 5. Control (Psychology) I. Title. HF5822.P3 2007 659.101'9--dc22 2007027043 To Virginia CONTENTS Introduction by Mark Crispin Miller 1. The Depth Approach PERSUADING US AS CONSUMERS Z. The Trouble With People 3. So Ad Men become Depth Men 4. ....And The Hooks Are Lowered 5. Self-Images for Everybody 6. RX for Our Secret Distresses 1. Marketing Eight Hidden Needs 8. The Built-In Sexual Overtone 9. Back to the Breast, and Beyond 10. Babes In Consumerland 11. Class and Caste in the Salesroom 12. Selling Symbols...
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...HISTORY, TENTH EDITION Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Previous editions © 2008, 2003, and 1998. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1234567890 QFR/QFR 10987654321 ISBN: 978-0-07-340696-1 MHID: 0-07-340696-1 Vice President & Editor-in-Chief: Michael Ryan Vice President EDP/Central Publishing Services: Kimberly Meriwether David Publisher: Christopher Freitag Sponsoring Editor: Matthew Busbridge Executive Marketing Manager: Pamela S. Cooper Editorial Coordinator: Nikki Weissman Project Manager: Erin Melloy Design Coordinator: Margarite Reynolds Cover Designer: Carole Lawson Cover Image: Albert Bierstadt, American (born in Germany), 1830–1902 Valley of the Yosemite, 1864 (detail) Oil on paperboard 30.16 × 48.89 cm (11 7/8 × 19 1/4 in.) Museum of Fine Arts, BostonGift of Martha C. Karolik for the M. and M. Karolik Collection of American Paintings, 1815–1865 47.1236 Buyer:...
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...FLORDELIZA K. MILITANTE Exccutive Director RAMON G. CONCEPCION Chief, Administrative Division BELEN V. FORTU Chief, Budget & Fiscal Division JOSE C. DAYRIT Chief, Research & Publications Division AVELINA M. CASTAÑEDA Chief, Special & Commemorative Events Division ROSAURO G. UNTIVERO Historical Researcher & Editor EULOGIO M. LEAÑO Chief Historical Writer-Translator & Publications Officer GENEROSO M. ILANO Auditor JOSE RIZAL (1861-1896) THE FIRST FILIPINO A Biography of José Rizal by LEÓN Ma. GUERRERO with an introduction by CARLOS QUI R INO ( Awarded First Prize in the Rizal Biography Contest held under the auspices of the José Rizal National Centennial Commission in 1961) NATIONAL HISTORICAL COMMISSION Manila 1974 First Printing 1963 Second Printing 1965 Third Printing 1969 Fourth Printing 1971 Fifth Printing 1974 This Book is dedicated by the Author to the other Filipinos Speak of me as I am; nothing extenuate, Nor set down aught in malice, Shakespeare: °the/Lo. Paint my picture truly like me, and not flatter me at all ; but remark all those roughnesses, pimples, warts, and everything as you see me. — Oliver Cromwell. Report me and my cause aright. The rest is silence. Shakespeare : OTHELLO PREFACE Like most Filipinos I was told about Rizal as a child, and to me, like to most, he remained only a name. In school I learned only that he had died for our country, shot by the Spaniards. I read his two novels in...
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