If I were forced to read today book after book of psychoanalytic theory, I would be bored to tears, in part because I would find speculation after speculation to be lacking in scientific proof but also unable to subjectively ring true to my understanding of myself and the people around me.
I do find today some benefit from reading books that contain psychoanalytic speculations on my motivations toward consumer products. Whatever their orientation, most psychoanalysts writing during the first half of the twentieth century were shooting from the hip with little accuracy, missing their mark as often as hitting it. The researchers on the individual’s relationship with inanimate objects, that is consumer goods such as autos, soaps, toothpaste, and cake mixes, used methodologies that would hardly pass muster in any graduate level university research program today.
The leading depth boy or the 1940s-1960s, Ernest Dichter, was trained under some of the best scholars of pre-war Vienna. Psychoanalysis was not taught and even banned as a subject of discussion in the university program he attended. But as a sort of sideline, he did go through analysis and practice for a short time as a therapist.
In the U.S. for his corporate clients, Dichter approached each project with a variety of study approaches, usually a mix of quantitative and qualitative methods. He basically invented the use of focus groups as a technique of marketing research. He is credited with making first use of the term “image” to describe the important brand qualities that must be developed to distinguish commodities.
In earlier blogs, I’m mentioned many of his insights. Here’s a few more worthy of consideration.
--Why do cake mixes usually require that an egg be added?
The manufacturers could easily include the egg or a substitute as part of the dry mixture.
http://groups.google.com/group/alt.cooking-chat/msg/e4ae9f3134d5b3c4
http://books.google.com/books?id=yzIm-oJyXNkC&pg=PA168&lpg=PA168&dq=dichter+%22cake+mix%22+egg&source=web&ots=aJyER84A-O&sig=KSSzDEX71YDe7P0DZM5ujqPJlQo
Dichter found housewives have a need to put a cook’s touch to the cake. An egg is a symbol of fertility.
from Dichter's Handbook, 1964
Baking provides a feeling of love and security. Aroma and odors pervading the house when mother was baking are fondly remembered. The most fertile moment occurs when the woman pulls the finished cake, bread loaf, or other baked product out of the oven. In a sense it is like giving birth. How did it turn out? Did it fulfill expectations? Once the baked product is placed before the family a good part of the interest of the housewife has been lost.
--Who buys new automobiles and why?
Ernest Dichter’s research for the auto industry set the tone for much fifties and sixties advertising. In a previous blog, I have mentioned several of his findings—that people have fond memories of their first cars, that cars are an expression of freedom and independence for housewives. The commercial from the previous blog is scripted from Dichter’s playbook—that wives usually make the final purchase decision. Dichter also found that car owners associate a car whose doors close firmly and securely with a well made vehicle. Americans also have a mystical attachment to family road trips.
--Who drank my dad’s Chivas Regal?
According to Wilson Bryan Key, Subliminal Seduction, 1973
Market research on Scotch drinkers revealed that individuals who drink Chivas Regal rarely serve it to friends. At best, these scotch drinkers, even those at the very high income level of over $25,000 per year, will keep Chivas Regal for only their bery best friends, clients, or special guests whom they are trying to impress. Chivas drinkers usually keep less expensive brands of Scotch around the house for general guests or casual or lower station visitors.
Key, a notorious quack, paranoid, and pervert [who sees vaginas, penises and the word “Sex” in anything, but especially advertising], goes on to analyze that the ad above actually contains the subliminal picture of a dog (man’s best friend) which is intended to provide an unconscious stimulation to the purchase of alcohol.
--Jesus, If Focus Groups and Opinion Polls Can Figure Out Motives, Why Don’t Just Rule The World?
From The Assault on Reason, Al Gore, 2007
After a long and detailed review of all the polling information and careful testing of potential TV commercials, the anticipated response from my opponent’s campaign and the planned response to the response, my campaign made a recommendation and predication that surprises me with its specificity: “If you run this ad at this many “points” [a measure of the size of the advertising buy], and if Ashe responds as we anticipate, and then we purchase this many points to air our response to this response, the net result after three weeks will be an increase of 8.5 percent in your lead in the polls.”
I authorized the plan and was astonished when three weeks later my lead had increased by exactly 8.5 percent. Though pleased, or course, I had a sense of foreboding for what this revealed about our democracy. Clearly, at least to some degree, the “consent of the governed” was becoming a commodity to be purchased by the highest bidder.
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