This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more
In 1957, Vance Packard wrote the book "The Hidden Persuaders", a post-war era critique of advertising industry tactics. It looked at the industry’s use of motivational research and other psychological tactics to induce desire and trials for their products.
He was particularly severe on subliminal messages created by categories like tobacco, alcohol and packaged food brands. The book also examined how politicians use advertising messages to create a mass following and raised issues on...