Vance Packerd

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Analyzing the Life History of Vance Packard
Prior to his death at the Martha’s Vineyard Hospital in Massachusetts, in 1996, Vance Packard was a renowned figure in the US. In fact, he was considered a legend by many US citizens. Born in Pennsylvania, in 1914, Vance Packard was not only an American journalist but also a social critic and an author. In 1936, he was able to earn his first degree in English at the Penn State University where he identified himself as a farm boy all along. This is because; his father was a dairy farmer. In the subsequent year, he attained his postgraduate degree in journalism at the Colombia University. Consequently, as a journalist and an author, he practically focused on print media where he worked for the American Magazine, the Boston Daily Record and the Center Daily Times. This was after he had launched his career in 1957. Apart from his work, Packard was also a family man. He was married to Virginia Matthews upon which, they were blessed with two sons and a daughter.
Delving into the Content of Packard’s Publication- the ‘Hidden Persuaders’
In addition, Packard delved into public communication where his publication on advertisement created a suitable platform for a demonstration of depth approach. For instance, how advertisers can influence consumers’ perception of a particular product.
Just like every other leading public-relations expert, Vance Packard applied various ingenious techniques aimed at influencing consumers’ behaviors.

Moreover, the Hidden Persuaders was one of his major publications, regarded as the bestseller in the advertisement field. It was able to reach a milestone because Packard ideologies were based on social sciences and psychology. Moreover, Packard became famous afterward because it had a culmination of topics on sociology. In simple terms, the book reflected on what was referred to as ‘motivational research.’
Packard encrypted subliminal messages with an aim of manipulating consumers’ expectations. This is upon induction of desires of a particular product. Furthermore, politicians also tend to best market themselves. Basically, the main purpose of this publication revolved around the needs regarded as more compelling. Ideally, Packard’s application of mass psychoanalysis to enhance persuasion guaranteed a person’s emotional security. This has been of great assistance to politicians who, during campaigns, promise security and happiness. The voter will then have an ample time to wisely elect his desired politician. Subsequently, Packard aimed at enhancing ego gratification which also plays a pivotal role in affirmation. For instance, affirmation quashes away any doubt a customer might have from an initial perspective about a certain product. In the acknowledgment, until recently, in the market, there exist a wide range of products. There is a need for a consumer to make a smart choice. Has the customer made the right choice on his purchase of a product?
The book ‘Hidden Persuaders’ also enhances consumers’ reassurance of a product worthiness. This emphasizes the need for purchasing a product, especially that one on demand. Purportedly, it promotes a sense of belonging. Why should you have a Toyota vehicle in the first place? An individual should have a specific product because he or she is worth it. In awareness, Packard highlighted that; people are always in love with a particular product. In most occasions, depth approach affects consumers’ daily acts of consumption. In conclusion, the term ‘Hidden means, advertisers’ abilities to influence consumers behavior without them being aware of it.

Works Cited
Packard, Vance, and Martha-trad Mercader. The hidden persuaders. New York, 1982.