compelling needs
In 1957 Vance Packard published The Hidden Persuaders, his famous book about advertising techniques, in which he claimed that the products advertised, taken together, promised to fulfill eight “compelling needs”:
Emotional SecurityReassurance of worthEgo gratificationCreative outletsLove objectsSense of powerRootsImmortalityHow much has changed? To what degree is the world of social media the inheritor of 1950s advertising as the means by which these needs are fulfilled?
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