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Introduction - Part 4
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Some of the more acquiescent "Irresponsibles" among us,
the fatalists, simply pass the buck, plus tax, for a renewed supply of sedative
symbols whenever they are brought up on a possible paternity charge as symbol
sires. Others among us, the diversionists whose flight is less passive from the houndings of responsibility, kick up stones from their heels as they run. Our schools, our churches, our homes are failing us, they say. "You are leading us astray. You are seducing us." And of all the alleged seducers in the market place, these critics among us generally reserve their greatest share of fear and contempt — and misunderstanding — for advertising, if only because there is so much of it that, as a target, it is hard to miss no matter how questionable one's
aim. They overemphasize the depredations it commits upon us. They overrate its power if not its intent. But they overlook the fact expressed, however wistfully, by the Gulf Oil Corporation, that "A company can't wiggle a finger and expect people, like marionettes, to dance a jig over its products."
Nevertheless, it has lately become decorous to see "hidden persuaders" in the advertising woodwork. These hearsay experts in symbol creation and manipulation are supposedly so astute as to bend the rest of us wispily to their will yet so concealed from public responsibility as to be invulnerable to plaint or protest. The invisible "they" presumably stand off stage and, by jiggling their little black boxes full of pseudopsychological techniques, force costly extravaganzas on an unwilling, partially hypnotized audience. Even advertisers are accusing themselves. "It seems as if no one approaches the American consumer nowadays without M-R . . . otherwise known as Motivational Research," says an advertisement for Old Crow Kentucky Bourbon. If only the approaches weren't so hidden. Or so persuasive!
But are they? Beyond doubt, advertising media have become our universal symbol carriers. Yet distribution should not be confused with contribution. When less than a third of all of us who read Life every week may even see an average advertisement which appears in it and when less than a third of those of us who see it may actually read it through; when a Trendex rating service survey shows that over a third of those of us it asked about the television program Alcoa Presents did not know that it was sponsored by the Aluminum Company of America, and that another fifth did not know that the G. E. Theatre was sponsored by the General Electric Company; how is it possible to attribute any unusual effectiveness in symbol plying to our advertisers?
Is it, in fact, possible to blame or credit the advertiser to any greater degree than the contemporary artist or writer, the gossip
columnist and news commentator, the editor, the architect, the industrial designer, or our communicators of all sorts? All share the guilt of bruising God's air by caricaturing us in our symbolic images. But it is the prime function of an art to intensify meaning by arbitrary emphasis. All must be blamable for stereotyping our symbols with the leaden moo of mediocrity through ceaseless repetition. But it is the function of popular communicators to communicate popularly.
No, in their professional capacity our advertisers are only symbolic technicians, and rather bluntly instrumented, unscientific ones at that. Much of their "inspiration" is taken wholesale from the culture medium which we, who outnumber them, create for them as well as for ourselves. Their storks do not spawn our symbols; they only deliver them. If there is any form of hypnotism at work among us, it is self-hypnotism. If we are going to be affronted by the persuasive process, the awful thing is not that people called admen or motivational researchers or depth psychologists are theoretically able to divine our innermost needs and drives and turn them, somewhat fiendishly, into symbols that persuade us. The awful thing is that the sort of needs and drives they divine are there inside us to begin with.
Related terms include marketing interview tips and mortgage marketing tips.
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