indispensable is not necessarily the desirable. What is demonstrably good in the sphere of economics may be far from good for men and women as voters or even as human beings. An earlier, more moralistic generation would have been profoundly shocked by the bland cynicism of the motivation analysts. Today we read a book like Mr. Vance Packard’s
The Hidden Persuaders
, and are more amused than horrified, more resigned than indignant. Given Freud, given Behaviorism, given the mass producer’s chronically desperate need for mass consumption, this is the sort of thing that is only to be expected. But what, we may ask, is the sort of thing that is to be expected in the future? Are Hyde’s activities compatible in the long run with Jekyll’s? Can a campaign in favor ofrationality be successful in the teeth of another and even more vigorous campaign in favor of irrationality? These are questions which, for the moment, I shall not attempt to answer, but shall leave hanging, so to speak, as a backdrop to our discussion of the methods of mass persuasion in a technologically advanced democratic society.
The task of the commercial propagandist in a democracy is in some ways easier and in some ways more difficult than that of a political propagandist employed by an established dictator or a dictator in the making. It is easier inasmuch as almost everyone starts out with a prejudice in favor of beer, cigarettes and iceboxes, whereas almost nobody starts out with a prejudice in favor of tyrants. It is more difficult inasmuch as the commercial propagandist is not permitted, by the rules of his particular game, to appeal to the more savage instincts of his public. The advertiser of dairy products would dearly love to tell his readers and listeners that all their troubles are caused by the machinations of a gang of godless international margarine manufacturers, and that it is their patriotic duty to march out and burn the oppressors’ factories. This sort of thing, however, is ruled out, and he must be content with a milder approach. But the mild approach is less exciting than the approach through verbal and physical violence. In the long run, anger and hatred are self-defeating emotions. But in the short run they pay high dividends in the form of psychological and even (since they release large quantities of adrenalin and noradrenalin) physiological satisfaction. People may start out with an initial prejudice against tyrants; but when tyrants or would-be tyrants treat them to adrenalin-releasing propaganda about the wickedness of their enemies—particularly of enemies weak enough to be persecuted—they are ready to follow him with enthusiasm. In his speeches Hitler kept repeating such wordsas “hatred,” “force,” “ruthless,” “crush,” “smash;” and he would accompany these violent words with even more violent gestures. He would yell, he would scream, his veins would swell, his face would turn purple. Strong emotion (as every actor and dramatist knows) is in the highest degree contagious. Infected by the malignant frenzy of the orator, the audience would groan and sob and scream in an orgy of uninhibited passion. And these orgies were so enjoyable that most of those who had experienced them eagerly came back for more. Almost all of us long for peace and freedom; but very few of us have much enthusiasm for the thoughts, feelings and actions that make for peace and freedom. Conversely almost nobody wants war or tyranny; but a great many people find an intense pleasure in the thoughts, feelings and actions that make for war and tyranny. These thoughts, feelings and actions are too dangerous to be exploited for commercial purposes. Accepting this handicap, the advertising man must do the best he can with the less intoxicating emotions, the quieter forms of irrationality.
Effective rational propaganda becomes possible only when there is a clear understanding, on the part of all concerned, of the nature of symbols and of their
The Hidden Persuaders
, and are more amused than horrified, more resigned than indignant. Given Freud, given Behaviorism, given the mass producer’s chronically desperate need for mass consumption, this is the sort of thing that is only to be expected. But what, we may ask, is the sort of thing that is to be expected in the future? Are Hyde’s activities compatible in the long run with Jekyll’s? Can a campaign in favor ofrationality be successful in the teeth of another and even more vigorous campaign in favor of irrationality? These are questions which, for the moment, I shall not attempt to answer, but shall leave hanging, so to speak, as a backdrop to our discussion of the methods of mass persuasion in a technologically advanced democratic society.
The task of the commercial propagandist in a democracy is in some ways easier and in some ways more difficult than that of a political propagandist employed by an established dictator or a dictator in the making. It is easier inasmuch as almost everyone starts out with a prejudice in favor of beer, cigarettes and iceboxes, whereas almost nobody starts out with a prejudice in favor of tyrants. It is more difficult inasmuch as the commercial propagandist is not permitted, by the rules of his particular game, to appeal to the more savage instincts of his public. The advertiser of dairy products would dearly love to tell his readers and listeners that all their troubles are caused by the machinations of a gang of godless international margarine manufacturers, and that it is their patriotic duty to march out and burn the oppressors’ factories. This sort of thing, however, is ruled out, and he must be content with a milder approach. But the mild approach is less exciting than the approach through verbal and physical violence. In the long run, anger and hatred are self-defeating emotions. But in the short run they pay high dividends in the form of psychological and even (since they release large quantities of adrenalin and noradrenalin) physiological satisfaction. People may start out with an initial prejudice against tyrants; but when tyrants or would-be tyrants treat them to adrenalin-releasing propaganda about the wickedness of their enemies—particularly of enemies weak enough to be persecuted—they are ready to follow him with enthusiasm. In his speeches Hitler kept repeating such wordsas “hatred,” “force,” “ruthless,” “crush,” “smash;” and he would accompany these violent words with even more violent gestures. He would yell, he would scream, his veins would swell, his face would turn purple. Strong emotion (as every actor and dramatist knows) is in the highest degree contagious. Infected by the malignant frenzy of the orator, the audience would groan and sob and scream in an orgy of uninhibited passion. And these orgies were so enjoyable that most of those who had experienced them eagerly came back for more. Almost all of us long for peace and freedom; but very few of us have much enthusiasm for the thoughts, feelings and actions that make for peace and freedom. Conversely almost nobody wants war or tyranny; but a great many people find an intense pleasure in the thoughts, feelings and actions that make for war and tyranny. These thoughts, feelings and actions are too dangerous to be exploited for commercial purposes. Accepting this handicap, the advertising man must do the best he can with the less intoxicating emotions, the quieter forms of irrationality.
Effective rational propaganda becomes possible only when there is a clear understanding, on the part of all concerned, of the nature of symbols and of their
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