CONTENT
Introduction by Mark Crispin Miller 9
1. The Depth Approach 31
PERSUADING US AS CONSUMERS
2. The Trouble With People 37
3. So Ad Men become Depth Men 46
4. ....And The Hooks Are Lowered 58
5. Self-images for Everybody 65
6. RX for Our Secret Distresses 74
7. Marketing Eight Hidden Needs 86
8. The Built-in Sexual Overtone 95
9. Back to the Breast, and Beyond 106
10.BabeslnConsumerland 112
11. Class and Caste in the Salesroom 119
12. Selling Symbols to Upward Strivers 126
13. Cures for Our Hidden Aversions 136
14. Coping with Our Pesky Inner Ear 146
15. The Psycho-Seduction of Children 153
16. New Frontiers for Recruiting Customers 161
PERSUADING US AS CITIZENS
17. Politics and the Image Builders 171
18. Molding "Team Players" for Free Enterprise 188
19. The Engineered Yes 200
20. Care And Feeding Of Positive Thinkers 208
21. The Packaged Soul? Z14
IN RETROSPECT
22. The Question of Validity 221
23. The Question of Morality 231