Published January 13, 2021, 6:00 AM
Our Economics Professor at CRC, Dr. Bernardo Villegas introduced us to the power of “Hidden Persuaders” by Vance Packard. By playing on our hidden fears and dreams, advertisers are able to influence our preferences. They manipulate and rely on subliminal suggestions to drive us to patronize a product or a service. Beauty products are presented as key to eye bag prevention and delay of the ageing process. They are heavily patronized by women who would like to stay youthful forever. Lotions and crèmes are presented as magic potions that can turn Filipinas into light skinned “mestizas.” Hidden Persuaders affirm consumers’ worth by presenting their products as the right choice for the discriminating ones.