Freud On Madison Avenue
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Freud On Madison Avenue
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Author : Lawrence R. Samuel
language : en
Publisher: University of Pennsylvania Press
Release Date : 2011-06-06
Freud On Madison Avenue written by Lawrence R. Samuel and has been published by University of Pennsylvania Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-06 with History categories.
What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.
Lucian Freud
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Author : Catherine Lampert
language : en
Publisher:
Release Date : 1993
Lucian Freud written by Catherine Lampert and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with categories.
Shrink
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Author : Lawrence R. Samuel
language : en
Publisher: U of Nebraska Press
Release Date : 2020-04-01
Shrink written by Lawrence R. Samuel and has been published by U of Nebraska Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-01 with Psychology categories.
"Psychology has stepped down from the university chair into the marketplace" was how the New York Times put it in 1926. Another commentator in 1929 was more biting. Psychoanalysis, he said, had over a generation, "converted the human scene into a neurotic." Freud first used the word around 1895, and by the 1920s psychoanalysis was a phenomenon to be reckoned with in the United States. How it gained such purchase, taking hold in virtually every aspect of American culture, is the story Lawrence R. Samuel tells in Shrink, the first comprehensive popular history of psychoanalysis in America. Arriving on the scene at around the same time as the modern idea of the self, psychoanalysis has both shaped and reflected the ascent of individualism in American society. Samuel traces its path from the theories of Freud and Jung to the innermost reaches of our current me-based, narcissistic culture. Along the way he shows how the arbiters of culture, high and low, from public intellectuals, novelists, and filmmakers to Good Housekeeping and the Cosmo girl, mediated or embraced psychoanalysis (or some version of it), until it could be legitimately viewed as an integral feature of American consciousness.
The Unconscious
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Author : Sigmund Freud
language : en
Publisher: Penguin UK
Release Date : 2005-09-29
The Unconscious written by Sigmund Freud and has been published by Penguin UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-09-29 with Psychology categories.
One of Freud's central achievements was to demonstrate how unacceptable thoughts and feelings are repressed into the unconscious, from where they continue to exert a decisive influence over our lives. This volume contains a key statement about evidence for the unconscious, and how it works, as well as major essays on all the fundamentals of mental functioning. Freud explores how we are torn between the pleasure principle and the reality principle, how we often find ways both to express and to deny what we most fear, and why certain men need fetishes for their sexual satisfaction. His study of our most basic drives, and how they are transformed, brilliantly illuminates the nature of sadism, masochism, exhibitionism and voyeurism.
Freud En Madison Avenue
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Author : Samuel Lawrence
language : es
Publisher: Grupo Planeta Spain
Release Date : 2015-06-23
Freud En Madison Avenue written by Samuel Lawrence and has been published by Grupo Planeta Spain this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-23 with Business & Economics categories.
A mediados del siglo xx, muchos ejecutivos de marketing intentaron responder esta pregunta recurriendo a las teorías de Sigmund Freud. El psicoanálisis freudiano se convirtió, así, en la herramienta más poderosa del publicista, al prometer sondear el inconsciente de los compradores para tener acceso a los deseos ocultos tras las decisiones de compra. Centrándose en la fascinante vida de los brillantes hombres y mujeres que llevaron las teorías y las prácticas psicoanalíticas desde Europa hasta Madison Avenue, Lawrence R. Samuel relata cómo los publicistas transformaron la cultura estadounidense de la posguerra. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, y el padre de la investigación motivacional, el psicólogo austríaco Ernest Dichter, adaptaron técnicas sociológicas, antropológicas y psicológicas para orientar a sus clientes sobre la mejor manera de promover sus bienes de consumo. Algunas herramientas que introdujeron estos investigadores motivacionales, tales como los grupos de enfoque, todavía se utilizan en la actualidad.
Accountable Marketing
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Author : David W Stewart
language : en
Publisher: Routledge
Release Date : 2016-02-05
Accountable Marketing written by David W Stewart and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-05 with Business & Economics categories.
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Freud In Cambridge
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Author : John Forrester
language : en
Publisher: Cambridge University Press
Release Date : 2017-03-09
Freud In Cambridge written by John Forrester and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-09 with History categories.
The authors explore the influence of Freud's thinking on twentieth-century intellectual and scientific life within Cambridge and beyond.
Capitalism And The Senses
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Author : Regina Lee Blaszczyk
language : en
Publisher: University of Pennsylvania Press
Release Date : 2023-06-13
Capitalism And The Senses written by Regina Lee Blaszczyk and has been published by University of Pennsylvania Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-13 with Business & Economics categories.
Consumer Behaviour
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Author : Isabelle Szmigin
language : en
Publisher: Oxford University Press, USA
Release Date : 2014-11-06
Consumer Behaviour written by Isabelle Szmigin and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-06 with Consumer behavior categories.
Presenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing ourunderstanding of this fascinating subject.The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil.Each chapter includes Consumer Insights covering topics such as social media marketing in the Netherlands, repositioning Lucozade in the UK, and finding the right celebrity endorser. These features bring together the themes discussed and encourage students to engage with the material on a morepractical level.Central to the book is the recognition of how businesses and government are likely to use knowledge of these theories and techniques in marketing strategies and business decision making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government ora charity, including Dubit, Thinkbox and Age UK to provide real world views on the topics being discussed and the possible future direction of these areas.The authors acknowledge consumer behaviour as a research discipline. To reflect this, Research Insights features throughout each chapter include links to seminal papers to present students with the opportunity to take their learning further.The accompanying Online Resource Centre provides superior ready-to-use support for both students and lecturers:For students:* Author blog, responding to changes within the subject and supporting the currency of the textbook;* Web links illustrating consumer behaviour in practice including examples from print, video and web;* Multiple choice questions with instant feedback;* Links to seminal articles as highlighted in the Research Insights feature;* Web exercises to encourage students to test their knowledge and apply their learning;* Flashcard glossary to test understanding of key terms.For lecturers:* Comprehensive customizable PowerPoint slides;* Learning activities (including, more detailed workshop-based activities, shorter lecture-based in-class exercises and suggestions for assessment approaches)* An instructor's manual (containing guidance on how to use the case studies and Practitioner Insights in class, indicative answers, and some additional questions).
Vienna
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Author : Richard Cockett
language : en
Publisher: Yale University Press
Release Date : 2023-11-07
Vienna written by Richard Cockett and has been published by Yale University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-11-07 with Business & Economics categories.
How can one European capital be responsible for most of the West’s intellectual and cultural achievements in the twentieth century? Viennese ideas saturate the modern world. From California architecture to Hollywood Westerns, modern advertising to shopping malls, orgasms to gender confirmation surgery, nuclear fission to fitted kitchens—every aspect of our history, science, and culture is in some way shaped by Vienna. The city of Freud, Wittgenstein, Mahler, and Klimt was the melting pot at the heart of a vast metropolitan empire. But with the Second World War and the rise of fascism, the dazzling coteries of thinkers who squabbled, debated, and called Vienna home dispersed across the world, where their ideas continued to have profound impact. Richard Cockett gives us the entirety of this extraordinary story. Tracing Vienna’s rich intellectual history from psychoanalysis to Reaganomics, Cockett encompasses everything from the communist rebels of Red Vienna to the neoliberal economists of the Austrian School. This is the panoramic account of how one city made the modern world—and how we all remain inescapably Viennese.