Search results for ""author lawrence r samuel""

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.

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This book is a history of how television advertising rose to become a defining force in American culture in the two decades after World War II.

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American Fatherhood: A Cultural History traces changes in what it means to be a dad in America, from the 1960s through today. The book begins with an overview of fatherhood in America from the “founding fathers” through the 1950s and progresses to the role of fathers as they were encouraged to move beyond being simply providers to becoming more engaged parents, navigating complex and changing gender and family expectations. By tracing the story of fatherhood in the United States over the course of the last half-century, American Fatherhood reveals key insights that add to our understanding of American culture. The book argues that, for most of the twentieth century, male parents were urged to embrace the values and techniques of motherhood. In recent years, however, fathers have rejected this model in place of one that affirms and even celebrates their maleness and their relationships with their children. After decades of attempting to adopt the parenting styles of women, in other words, men have finally forged a form of child-raising that is truer to themselves. In short, fatherhood has become a means of asserting, rather than denying or suppressing, masculinity—an original and counterintuitive argument that makes us rethink the idea and practice of being a dad today.

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“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.

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