Description
Book SynopsisFreud on Madison Avenue tells the story of how and why mid-twentieth-century advertisers adopted Freudian psychology to sell products. This study follows the careers of Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, Edward Bernays, and the father of motivational research, Ernest Dichter.
Trade Review"
Freud on Madison Avenue offers a valuable window into life in the United States in the 1950s, a time when consumerism was being rethought and Freud's influence was at its zenith." * American Journal of Sociology *
"A good book. . . . The work is insightful, well-written and is an excellent introduction to this important area of business history." *
Business History *
"Commercial historian Lawrence R. Samuel presents a rich, detailed, and fascinating look at the historical evolution of motivation (aka motivational) research." *
Journal of Consumer Research *
"In
Freud on Madison Avenue, Lawrence R. Samuel delves deep into the consumerist 'Mad Men' of midcentury, explaining how the subconscious mind could be imprinted for commerce, which laid the foundation for consumer insights, brand imagery, and disruptive creative ideas. A terrific read!" * John Gerzema, Chief Insights Officer, Young & Rubicam and author of
The Brand Bubble *
"This bracing tour of the psycho-cultural badlands of advertising is sure to provoke the reader's imagination. Nobody charts commercial history like Lawrence Samuel." * John F. Sherry, Jr., University of Notre Dame *
"If you have any interest in marketing research, advertising, or communications, this book deserves a place on your shelf." * Neal M. Burns, University of Texas at Austin *
"The first-ever look at the powerful yet controversial beginnings of the consumer research industry that exists today. Brilliant, thorough, and fascinating." * Megan Kent, Founder, Brand Synchronicity *
"Pull up a couch. Open your mind to this incisive, intriguing and intelligent revelation of how psychological analysis transformed modern advertising." * John Bowman, Global Director of Strategic Equities, Saatchi & Saatchi *
Table of ContentsIntroduction
1. The Psychology of Everyday Living
2. The Sophisticated Sell
3. The Secret Pitch
4. The Fertile Moment
5. The Psychology of the World of Objects
Epilogue
Notes
Index
