To see more clearly the transaction involved in commercial and political persuasion, sub-divide the basic premise, that broadest generalization ("All people are benefit-seekers"), into four smaller parts (the 4-part grid, the quadrant chart, above). These four mid-level concepts help illustrate our own benefit-seeking behaviors by emphasizing where many specific ads relate to our desires for acquisition and protection, prevention and relief.

Hidden Persuaders? Subliminal Seduction?

Vance Packard's important book, The Hidden Persuaders (1957) first alerted us to the shift from product-centered ads to audience-center ads, an observable change, but not magic. Later, Wilson Bryan Key, in his popular book Subliminal Seduction (1973) claimed that some ads used secret messages, cleverly embedded within contexts, to send powerful messages (Buy me! Eat Popcorn! S-E-X) to our unconscious minds.

Are there secret ways that advertisers can persuade us? No. Most reputable critics and analysts, most academics (see James Twitchell, Anthony Pratkansis) and those within the industry will say no. Although some people, almost paranoid in their belief in conspiracy theories, will believe in "secret" ways, I do not. Be very skeptical. Instead of demonizing advertisers and politicians as having "secret tricks," we need to recognize our own benefit-seeking behaviors, and our own involvement, our own active participation, in the transaction of persuasion.

Furthermore, we need to recognize our own ignorance and lack of training in simply identifying the techniques of persuasion. Fortunately, ignorance can be cured. Instead of looking for magic tricks or secrets, pay attention to how some good things can be intensified by the techniques of repetition, association, and composition; and how some bad things can be downplayed by omission, diversion, and confusion techniques.

After you see this overview about our benefit-seeking behaviors in relation to these "outside" persuaders, you may wish to consider the parent-child relationship, and how advertising often conflicts with the parental role of protecting and nurturing.