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What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm.

Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce.

Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.

• Sales Rank: #841637 in eBooks
• Published on: 2011-06-06
• Released on: 2011-06-06
• Format: Kindle eBook

From Publishers Weekly
An author, cultural consultant, and founder of Culture Planning, a company with Fortune 500 clients, Samuel delves into the ways in which Sigmund Freud's theories on psychology were implemented, for better or worse, by the advertising industry more than a half century ago. Samuel analyzes the work of Viennese-trained psychologist Ernest Dichter, along with Paul Lazarsfeld and many others, but it's Freud's contributions that laid the groundwork for ad strategy then-and now. By the '50s and '60s the industry had shifted its focus from how consumers behaved to why, and Samuel contends that Freud's "concept of the unconscious, with its hidden desires that shaped people's behavior, was a particularly powerful idea for marketers to embrace and exploit... a godsend to Madison Avenue." Although subliminal advertising was challenged on ethical grounds, and consumers feared Orwellian invasions of privacy, many of the practices developed at the time, such as focus groups and account planning, are still integral tools of the modern ad trade.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

"If you have any interest in marketing research, advertising, or communications, this book deserves a place on your shelf."—Neal M. Burns, University of Texas at Austin

"Commercial historian Lawrence R. Samuel presents a rich, detailed, and fascinating look at the historical evolution of motivation (aka motivational) research."—Journal of Consumer Research

"This bracing tour of the psycho-cultural badlands of advertising is sure to provoke the reader's imagination. Nobody charts commercial history like Lawrence Samuel."—John F. Sherry, Jr., University of Notre Dame

"The first-ever look at the powerful yet controversial beginnings of the consumer research industry that exists today. Brilliant, thorough, and fascinating."—Megan Kent, Founder, Brand Synchronicity

"Freud on Madison Avenue offers a valuable window into life in the United States in the 1950s, a time when consumerism was being rethought and Freud's influence was at its zenith."—American Journal of Sociology

"Pull up a couch. Open your mind to this incisive, intriguing and intelligent revelation of how psychological analysis transformed modern advertising."—John Bowman, Global Director of Strategic Equities, Saatchi & Saatchi

"In Freud on Madison Avenue, Lawrence R. Samuel delves deep into the consumerist 'Mad Men' of midcentury, explaining how the subconscious mind could be imprinted for commerce, which laid the foundation for consumer insights, brand imagery, and disruptive creative ideas. A terrific read!"—John Gerzema, Chief Insights Officer, Young & Rubicam and author of The Brand Bubble

"A good book. . . . The work is insightful, well-written and is an excellent introduction to this important area of business history."—Business History

About the Author
Lawrence R. Samuel is the founder of Culture Planning LLC and the author of several books, including Rich: The Rise and Fall of American Wealth Culture and Future: A Recent History.

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PDF Download Eat Pray EatBy Michael Booth

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Terminally disappointed, fatally distracted and more often than not considerably the worse for wine, journalist Michael Booth really needed to make some major changes to his life. Instead, he embarks on an ambitious, self-indulgent but ultimately doomed attempt to write the definitive book on Indian food, travelling to the sub-continent with his wife and two young children in tow. They crisscross northern India, from mist-shrouded Delhi to crumbling Amritsar and the Taj Mahal, getting to grips with the people and their different cuisines along the way before journeying through Rajasthan, where they dine like maharajahs and sample the greatest lassis ever made. From here they head to Mumbai, diving into the slums of Dharavi, and dining with the locals. But along the way, Booth's plan is derailed as he spirals deeper into his metaphysical middle aged malaise. An interview with the greatest chef in India does not go to plan, and as Booth finally begins to have misgivings about his self destructive and costly appetites, he finally unravels amid the sweltering heat of the Keralan Backwaters. Fortunately, his wife, Lissen, has anticipated this eventuality and takes control. She enrolls her flabby, disintegrating husband in a hardcore yoga school, where he is pushed to the brink of breakdown - and beyond - by a young, serene yoga champion. Meanwhile, Booth stumbles upon a wise, aged meditation guru who helps him chart a secular path towards equanimity and equilibrium. But will Booth's frailties still prove his undoing? Can he conquer his demons, overcome his addictions and distractions, and face up to life once again? This funny and profound memoir is the antidote to the self-help industry. It is the story of how yoga and meditation - together with a loving family - can bring a cynical, militant atheist crack-up back from the brink, and help him forge a better way of living.

• Sales Rank: #594119 in Books
• Published on: 2012
• Original language: English
• Number of items: 1
• Dimensions: 7.80" h x .75" w x 5.08" l, .49 pounds
• Binding: Paperback

About the Author
Michael Booth is a journalist and food writer who contributes regularly to numerous British and foreign magazines, including Conde Nast Traveller and Monocle, and has written for all of the UK's broadsheet newspapers. He is the author of three works of non-fiction, Just as Well I'm Leaving, nominated for the Irish Times first writers award, Sacre Cordon Bleu, which was a BBC Radio 4 'Book of the Week', and Sushi and Beyond, which won the Guild of Food Writers Kate Whiteman Award for the best book on food and travel in 2010.

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• Sales Rank: #2296248 in Books
• Dimensions: 1.02" h x 4.86" w x 4.87" l,
• Binding: Misc. Supplies
• 52 pages

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• Sales Rank: #53250 in Books
• Published on: 2014
• Number of items: 1
• Binding: Paperback
• 32 pages

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• Sales Rank: #1256755 in Books
• Brand: Brand: ASM International
• Published on: 1984-08-01
• Ingredients: Example Ingredients
• Original language: English
• Number of items: 1
• Dimensions: 9.50" h x 6.50" w x 1.25" l, 1.10 pounds
• Binding: Hardcover
• 424 pages

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Ebook Free Cinema Verite in America: Studies In Uncontrolled DocumentaryBy Stephen Mamber

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• Amazon Sales Rank: #1993860 in Books
• Published on: 1974-05-31
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 288 pages

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PDF Ebook Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters

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Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters

PDF Ebook Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters

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Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters PDF

Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters PDF

Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters PDF

Kerouac: A Biography by Charters, Ann (1994) PaperbackBy Ann Charters PDF

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