. One of the best books around for demystifying the deliberately mysterious arts of advertising. Salon"fascinating, entertaining and thought-stimulating. The new york times book review"a brisk, fundraisers and politicians are attempting to turn the american mind into a kind of catatonic dough that will buy, authoritative and frightening report on how manufacturers, give or vote at their command--The New YorkerOriginally published in 1957 and now back in print to celebrate its fiftieth anniversary, The Hidden Persuaders is Vance Packard’s pioneering and prescient work revealing how advertisers use psychological methods to tap into our unconscious desires in order to "persuade" us to buy the products they are selling.
The Hidden Persuaders #ad - A classic examination of how our thoughts and feelings are manipulated by business, The Hidden Persuaders was the first book to expose the hidden world of “motivation research, media and politicians, ” the psychological technique that advertisers use to probe our minds in order to control our actions as consumers.
Through analysis of products, political campaigns and television programs of the 1950s, Packard shows how the insidious manipulation practices that have come to dominate today’s corporate-driven world began.
The Waste MakersIg Publishing #ad - Vance packard 1914-1996 was an American journalist, social critic, and best-selling author. Packard outlines the ways manufacturers and advertisers persuade consumers to buy things they don't need and didn't know they wanted, including the two-of-a-kind of everything syndrome—"two refrigerators in every home"—and appeals to purchase something because it is more expensive, or because it is painted in a new color.
. The waste makers was the first book to probe the increasing commercialization of American life—the development of consumption for consumption's sake. The book also brought attention to the concept of planned obsolescence, in which a "death date" is built into products so that they wear out quickly and need to be replaced.
The Waste Makers #ad - A prescient book that predicted the rise of American consumer culture, this all new edition of The Waste Makers features an introduction by best-selling author Bill McKibben. An exposé of "the systematic attempt of business to make us wasteful, permanently discontented individuals, financial, debt-ridden, " The Waste Makers is Vance Packard's pioneering 1960 work on how the rapid growth of disposable consumer goods was degrading the environmental, and spiritual character of American society.
By manipulating the public into mindless consumerism, and carefree in our consuming habits, imprudent, Packard believed that business was making us "more wasteful, " which was using up our natural resources at an alarming rate. Among his other books were the hidden persuaders, which describes American social stratification and behavior; and The Naked Society, about how advertisers use psychological methods to get people to buy the products they sell; The Status Seekers, about the threats to privacy posed by new technologies.
The Naked SocietyIg Publishing #ad - Originally published in 1964, the naked Society was the first book on the threats to privacy posed by new technologies such as modern surveillance techniques and methods for influencing human behavior. This all new edition of the book features an introduction by noted historian Rick Perlstein.
A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First CenturyPenguin Books #ad - A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century #ad - What does it really take to succeed in business today? in a new brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries.
With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts including Harley-Davidson, and Disney, Guinness, The Gap, Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
The Social Organism: A Radical Understanding of Social Media to Transform Your Business and LifeHachette Books #ad - In the social media age, photos, ideas spread and morph through shared hashtags, and the most compelling and emotive ones can transform public opinion in mere days and weeks, and videos, even attitudes and priorities that had persisted for decades. A must-read for business leaders and anyone who wants to understand all the implications of a social world.
Bob iger, chairman and chief executive Officer of The Walt Disney CompanyFrom tech visionaries Oliver Luckett and Michael J. The combined power of platforms like Facebook, Instagram, Twitter, Snapchat, and Vine have helped topple dictators and turned anonymous teenagers into celebrities overnight. Casey, how it's changing human life, a groundbreaking, must-read theory of social media--how it works, and how we can master it for good and for profit.
In barely a decade, social media has positioned itself at the center of twenty-first century life. We simply do not comprehend social media's form, function, and possibilities. How did this happen? the scope and pace of these changes have left traditional businesses--and their old-guard marketing gatekeepers--bewildered.
The Social Organism: A Radical Understanding of Social Media to Transform Your Business and Life #ad - In sharing and replicating packets of information known as memes, the world's social media users are facilitating an evolutionary process just like the transfer of genetic information in living things. It's time we did. In the social organism, luckett and Casey offer a revolutionary theory: social networks--to an astonishing degree--mimic the rules and functions of biological life.
PropagandaIg Publishing #ad - His 1928 bombshell propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, art, politics, including government, science and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.
This is the first reprint of propaganda in over 30 years and features an introduction by Mark Crispin Miller, author of The Bush Dyslexicon: Observations on a National Disorder. Bernays’ honest and practical manual provides much insight into some of the most powerful and influential institutions of contemporary industrial state capitalist democracies.
Noam chomsky“the conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Committee on public information cpi, a powerful propaganda apparatus that was mobilized to package, advertise and sell the war to the American people as one that would “Make the World Safe for Democracy.
The cpi would become the blueprint in which marketing strategies for future wars would be based upon. Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population.
Propaganda #ad - . Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. Edward bernays, edward bernays 1891–1995, pioneered the scientific technique of shaping and manipulating public opinion, PropagandaA seminal and controversial figure in the history of political thought and public relations, which he famously dubbed “engineering of consent.
Spreadable Media: Creating Value and Meaning in a Networked Culture Postmillennial Pop Book 15NYU Press #ad - The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content. Spreadable media maps these fundamental changes, and gives readers a comprehensive look into the rise of participatory culture, from internet memes to presidential tweets.
. And around the world—the authors illustrate the contours of our current media environment. For all of us who actively create and share content, politics, and everyday life, Spreadable Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, both on- and offline.
Spreadable Media: Creating Value and Meaning in a Networked Culture Postmillennial Pop Book 15 #ad - How sharing, linking, and liking have transformed the media and marketing industries Spreadable Media is a rare inside look at today’s ever-changing media landscape. Now with a new afterword addressing changes in the media industry, advertising, music, television, and drawing on modern examples from online activism campaigns, film, audience participation, and political reporting, and social media—from both the U.
S. The book explores the internal tensions businesses face as they adapt to this new, spreadable, communication reality and argues for the need to shift from “hearing” to “listening” in corporate culture. The authors challenge our notions of what goes “viral” and how by examining factors such as the nature of audience engagement and the environment of participation, and by contrasting the concepts of “stickiness”—aggregating attention in centralized places—with “spreadability”—dispersing content widely through both formal and informal networks.
The former has often been the measure of media success in the online world, but the latter describes the actual ways content travels through social media.
Building Strong BrandsFree Press #ad - Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. Aaker also addresses practical management issues, termed the brand equity ten, introducing a set of brand equity measures, to help those who measure and track brand equity across products and markets.
Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. In david aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage.
Now, healthy choice, aaker uses real brand-building cases from Saturn, Kodak, McDonald's, in this compelling new work, General Electric, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. This new work will be essential reading for the battle-ready.
Building Strong Brands #ad - Potentially destructive organizational pressures to change a brand's identity and position are also discussed. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper.
Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity DevelopmentHOW Books #ad - Leveraging three decades of brand consulting for legendary companies like Caterpillar, Owens-Illinois, as well as middle-market and new-media startups, 3M, Harley-Davidson, National Australia Bank, and American Express, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a ceo seeking to enhance your knowledge of the branding process, a brand consultant who is striving to sharpen and extend your skills, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, or a student who wants to jump-start a career in branding.
Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand. Building better Brands is the essential guide to creating and evolving brands.
Crystallizing Public OpinionOpen Road Media #ad - A revolutionary work on public relations and marketing by the provocative thinker who was dubbed the father of public relations Few books have been as quietly powerful as Edward L. First published in 1923, as history has shown, it is a groundbreaking and, influential guide to the most crucial principles of mass persuasion.
Aimed at governments and corporations in the wake of World War I, this classic work combines crowd psychology with the pillars of psychoanalysis to argue the importance of public relations in democratic society. Celebrated by pbs in its books that shook the world feature, corporate barons, Crystallizing Public Opinion occupies a fascinating place in history, defining both a concept and a system that were taken up by progressive social movements, and national governments alike.
Crystallizing Public Opinion #ad - . Citing far-reaching case studies from the resuscitation of a beleaguered magazine in New York to Lithuania’s campaign for global recognition, Bernays illustrates the burgeoning significance of his field in shaping public opinion while also laying out the crucial techniques for mobilizing broad-based support in an increasingly fragmented world.
Bernays’s Crystallizing Public Opinion.
The Strategy of Desire Classics in Communication and Mass Culture SeriesRoutledge #ad - Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater h. Ernest dichter is famous as one of the founding fathers of motivational research. He goal was to help explain why people act the way they do and how positive behavioral change might be achieved.
In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, and issues of social significance such as urban renewal, politics, productivity, and selling, and drug addiction. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, as well as beyond the limits of empirically oriented social science research, which takes an unrealistic view of human morality, which only deals in appearances.
Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used. In the strategy of desire, dichter both counters the argument that motivational research amounts to manipulation, and shows how the understanding and modification of human behavior is necessary for progress.
The Strategy of Desire Classics in Communication and Mass Culture Series #ad - Dichter's survey and analysis of behavior ranges widely. In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings from different contexts or points of view. As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs.
He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding.