The Depth Approach
This book is all about all the effort made in advertising in order to persuade people to buy a product or persuade how to think on a certain topic. Packard says that this results in 'many of us being influenced and manipulated, far more than we realize, in the patterns of our everyday lives' (1980, pg 31).
Advertising is very effective and there are certain studies and techniques in order to make an ad more effective. The art of persuasion is worth millions of dollars to the industry. The techniques used in usually psychological. Researchers use symbols of manipulation to persuade people. According to Packard ' they can more effectively manipulate our habits and choices in their favor' when they study the human's reactions and behavior.
'A Chicago advertising agency has been studying the housewife's menstrual cycle and its psychological concomitants in order to find the appeals that will be more effective in selling her certain food products' Packard (1980, pg 33).
Packard continues by calling this mental manipulation. He says that we are continuously reacting to products ads without knowing. We look at the design, images used, choice of wordings etc.
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