THE 7 TACTICS OF HIDDEN PERSUADERS October 19, 2014 6 Comments SHARE In 1957, The Hidden Persuaders was published. It quickly gained national attention and launched Vance Packard’s (the author) career. The Hidden Persuaders lays bare the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal messaging, by advertisers and politicians to manipulate expectations and induce desire for products and candidates. He identified eight “compelling needs” that advertisers promise products will fulfil. Emotional security: promise comfort, happiness, security, and no bad feelings. Reassurance of worth: As L’Oreal reminds us: you should have it, ‘Because you’re worth it!’, and once you have ‘it’, it will serve to symbolize to you and others that you are adding value and deserve your place in society. You’re one of the ‘set’, who are worth it. I assume those who can’t afford their products, by implication, are worth-less? Ego grat