Here’s a review of The Persuaders in the Financial Times. The reviewer is right to open the piece with a consideration of the crowds cheering Donald Trump and tie that in with some of the topics in the book. He wraps it up nicely:
The author worries, rightly, that in losing the ability to argue and question intelligently we become more susceptible to the subtle and unseen skills of powerful persuaders. We could all fall prey to fallacies, sophistry and demagoguery . . . any day now.
Here’s a review of The Persuaders in the Daily Mail: ‘Real Men Don’t Eat Chicken’. The headline is a reference to a part of the book that takes up the changes the ‘depth probers’ made to the thinking behind advertising in the 1950s. One of the most famous researchers was Ernest Dichter, who conducted thousands of in-depth studies of our attitudes towards everything from cheese to cars. Here’s Dichter on form, sharing the fruits of his studies, a few lines from The Persuaders:
Butter represents plenty, and it must be rich and golden. A strange sense of mystery cloaks cheese – the subtle appreciation of cheese is on a par with the appreciation of art. Chicken is much less masculine than steak – the expression ‘chickening out’ is symbolic of this fact. Citrus fruits have always been symbols of abundance in a variety of cultures, their roundness and warm colours suggestive of the life-giving Sun. Cookies are feminine and must always be displayed in large quantities. As Carl Jung observed, the Phoenician goddess of fertility was called Ichthys, which means Fish, and for many people, not just Catholics, eating fish still has hidden religious connotations. Messiness and childishness are among the many psychological obstacles confronting jams and jellies. The act of cutting meat and tearing it with our teeth is more important to us than the meat’s meatiness. Prunes are entirely without prestige, like desiccated spinsters, and they call to mind immediately and unfortunately their use as a laxative. Raisins, however, represent a return to nature. Rice suggests a strong, young fertile woman, particularly because it expands while cooking, and this partly explains why we fling it joyfully at newlyweds. Soup is thought to be endowed with magic, rejuvenating power. Spaghetti suggests family fun – but not canned spaghetti, which is associated with indignity in the minds of the upwardly mobile.
You might think all this is ridiculous, but it changed the way products are presented to us, and you encounter footnotes to this kind of thing every time you walk into a shop or see an ad.
I’m doing a short course on persuasion at The School of Life. Details here:
The Art of Persuasion
Here’s an interview with The Sunday Times about how the mechanisms of persuasion figure into selling houses: OK, You’ve Persuaded Me. It turns out that a grip on even a little of what’s out there in the world of persuasion could have big effects on both buyers and sellers.
Behind a paywall, unfortunately, but I do get called “the love child of Kirstie Allsopp and Derren Brown. Sort of.” Which is nice. I think.
The review is here, behind a paywall. The reviewer isn’t entirely convinced by my take on how supermarkets manipulate us — but I’m won over anyway by his use of the word “jellifying”: the book is, he concludes, “a boisterous dissection of the forces jellifying our minds”.
So this is why I’ve been quiet for a while. Out early next month. More details to follow, I imagine.