? 發問時間: 社會與文化語言 · 1 0 年前

請問誰可以找到這篇文章???? 20點....十萬火急

各位先進好,

我正在找一篇文章TITLE是"Marketing Eight Hidden Needs"

是從一本書叫"The Hidden Persuaders"裡摘錄出來的

麻煩知道的人提供一下.....萬分感謝

4 個解答

評分
  • 1 0 年前
    最佳解答

    ‘The Hidden Persuaders’ by Vance Packard (1960)

    Marketing Eight Hidden Needs

    1.Selling emotional security, eg selling fridge freezers as an assurance that there is always food in the house as insecure people apparently need more food around than they can eat.

    2.Selling reassurance of worth, eg selling soap products to houseworkers by fostering their feeling of ‘worth and esteem’ and getting away from the feeling that housework is unappreciated drudgery.

    3.Selling ego-gratification, eg the vanity press which prints people’s books if they pay the publishing costs themselves. Though no one ever reads the books, the authors are made to feel important.

    4.Selling creative outlets, eg selling gardening products to older women as a way of their going on growing things after they have passed the child-bearing stage.

    5.Selling love objects, eg the promoters of American TV pianist Liberace, who appealed to older women (who apparently wanted to stroke his greasy, roguish curls), made sure that his TV shows always included a picture of his real-life mom beaming in her rocking chair.

    6.Selling sense of power, eg new cars sold to males as a way of renewing their sense of power and reinforcing their masculinity which their old car fails to deliver.

    7.Selling a sense of roots, eg associating a product such as bread with ‘the good old days’ which by implication were warm, homely and friendly.

    8.Selling immortality eg selling life insurance to men by promising the prospect of immortality through the perpetuation of their influence. Apparently, though men can stand the thought of physical death, what they cannot accept is their obliteration.

    2007-09-08 04:00:34 補充:

    這是我唯一能找到而且是免費的~

    其他的只有書的目錄大綱簡介~

    或是必須付費取得帳號密碼才能線上閱覽~

    給你參考看看囉~

    加油~

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  • Rouvin
    Lv 6
    3 年前

    I would recommend that you visit this web page where you can get quotes from the best companies: http://cheap-insure.info/index.html?src=5YAxnu68um...

    RE :請問誰可以找到這篇文章???? 20點....十萬火急

    各位先進好,

    我正在找一篇文章TITLE是"Marketing Eight Hidden Needs"

    是從一本書叫"The Hidden Persuaders"裡摘錄出來的

    麻煩知道的人提供一下.....萬分感謝

    Follow 4 answers

    參考資料: I would recommend that you visit this web page where you can get quotes from the best companies: http://cheap-insure.info/index.html?src=5YAxnu68um...
    • 登入以對解答發表意見
  • cs
    Lv 5
    1 0 年前

    不確定這個...reprinted text with permission... 是不是你要的, 摘錄部份如下:

    Marketing Eight Hidden Needs

    Vance Packard

    Packard, Vance. 1957. Marketing eight hidden needs. In The Hidden Persuaders. New York: WashingtonSquare Press, 68-78. Reprinted with permission of Simon & Schuster, Inc.

    "The home freezer becomes a frozen island of security."-From a report, Weiss and Geller advertising agency.

    In searching for extra psychological values that they could add to products to give them a more potentappeal, the depth merchandisers came upon many gratifying clues by studying our subconscious needs,yearnings, and cravings. Once the need was identified, and certified to be compelling, they began building thepromise of its fulfillment into their sales presentations of such unlikely products as air conditioners, cake mixes,and motorboats. Here we will explore some of the more picturesque applications in merchandising eight of ourhidden needs.

    *Selling emotional security.* The Weiss and Geller advertising agency became suspicious of theconventional reasons people gave for buying home freezers. In many cases it found that economically, thefreezers didn't make sense when you added up the initial cost, the monthly cost added on the electric bill, andthe amount of frozen leftovers in the box that eventually would be thrown out. When all factors were added, thefood that was consumed from the freezer often became very costly indeed.

    :

    :

    :

    *Selling reassurance of worth.* ...................

    *號是我自己加的, 因為沒法打粗體字, *中間就是那8個標題如下:

    1.Selling emotional security.

    2.Selling reassurance of worth.

    3.Selling ego-gratification.

    4.Selling creative outlets.

    5.Selling love objects.

    6.Selling sense of power.

    7.Selling a sense of roots.

    8.Selling immortality.

    完整內容請參考pdf檔, 因html網頁上只看得到前6個.

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  • 1 0 年前

    ‘The Hidden Persuaders’ by Vance Packard (1960)

    Marketing Eight Hidden Needs

    1.Selling emotional security, eg selling fridge freezers as an assurance that there is always food in the house as insecure people apparently need more food around than they can eat.

    2.Selling reassurance of worth, eg selling soap products to houseworkers by fostering their feeling of ‘worth and esteem’ and getting away from the feeling that housework is unappreciated drudgery.

    3.Selling ego-gratification, eg the vanity press which prints people’s books if they pay the publishing costs themselves. Though no one ever reads the books, the authors are made to feel important.

    4.Selling creative outlets, eg selling gardening products to older women as a way of their going on growing things after they have passed the child-bearing stage.

    5.Selling love objects, eg the promoters of American TV pianist Liberace, who appealed to older women (who apparently wanted to stroke his greasy, roguish curls), made sure that his TV shows always included a picture of his real-life mom beaming in her rocking chair.

    6.Selling sense of power, eg new cars sold to males as a way of renewing their sense of power and reinforcing their masculinity which their old car fails to deliver.

    7.Selling a sense of roots, eg associating a product such as bread with ‘the good old days’ which by implication were warm, homely and friendly.

    8.Selling immortality eg selling life insurance to men by promising the prospect of immortality through the perpetuation of their influence. Apparently, though men can stand the thought of physical death, what they cannot accept is their obliteration.

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