Hidden Persuaders, The

First published in 1957, Vance Packard’s book The Hidden Persuaders immediately altered the way the American public thought about advertising. In the book, Packard explores the psychological techniques, such as using consumer motivational research, depth psychology, and subliminal tactics, that advertisers use to induce desire for their products, specifically in the American postwar era. The book identifies eight “compelling needs” that advertisers create to sell their products. These needs are considered so strong that people must buy the products to satisfy these needs. The book also questions the morality of using manipulative techniques to promote politicians.