The addicting for a psychoanalysis speaks falling demand on many American products and disappointment in a traditional research technique of the market. The statistical counting procedure of perspective users ("a counting procedure of adherents"), consisting in preliminary detection of faces, inclined to gain this or that product was the most wide-spread among them. For example: women of such age, such public and the marital status, bunking at such staff, are ready to purchase such household goods under such price.
More profound observations it is installed, that people do not know more often, that want, and are not allocated to be divided by the liking and antipathies frankly not so. Instances - the Corporation releasing ketchup, received many complaints to the commodity but when began to release a new sort demand for the old was hardly increased. One probe it is revealed, that for the major motive at log issue the prestige of issuing is. It has actually appeared, that ordinary popular magazines have much more subscribers. - the women expecting the beginning of lecture, have asked to sit in two halls from which one one has been arranged in a modern way, and the second - in an arcaded way - a magnificent antique, rich carpets, etc. Almost all from them have taken an arcaded hall, but on a problem which one has more liked them, have responded, that the modern. - the housewives who have received on long assay three packages W a washing dust, have discovered between them a significant variance. The dust in yellow packaging was displayed them by very strong, freting a constant wear garment, in blue - too weak, keeping a constant wear garment dirty. The best recognised a dust in sine-yellow packaging. AAM the dust in all packagings was equal. - among the faces which have stated that do not like a bloater, 40 % never tried it. - the flock of people is dusted by cogs of times in day, in the mornings, i.e. After the nutriment remainders for the sake of which one excision resort to a tooth-brush on an overnight basis had time to go wrong. Probe of this, at first sight, a silly habit has displayed, that people strip in the morning of companies to be saved of the off-flavour, occurbed at night. IOW, from cleaning of cogs expect not only hygienic, but also gustatory effect. This motive also has been successfully assumed then in the basis of advertising of a tooth paste. Log "Business uik", commenting apparent the behaviour of buyers is frequent unreasonable, wrote: "People operate as though imprudently, actually expediently. Their behaviour gains sense if to consider it from the point of view of their needs, the purposes and drives. In it, apparently, the secret of understanding of people and effect on them" also consists. In the middle of the century the American trade began to irritate at that condition, that users are happy with that for them is, and are not so aimed 2 new acquisitions. Meanwhile quantity of products has increased since 1940 four times and has been installed, that each 25 years labour capacity is doubled. Thus there was a hazard of overproduction, especially awesome, that buying power of the population has considerably increased. It has called an imperative need to boost trade by all means. Specialists-production workers began to be retrained on businessmen, and in the maximum circles revolution schedules in trade were made. Expenditures on advertising have constituted in 1955 nine billion bucks against eight in 1954 and six in 1950. Some corporations began to insert to advertising B4 a quarter of the incomes, and one large manufacturer of cosmetics has exclaimed: "We sell not lipstick, and we purchase users". On paths of augmentation of demand for products there were two strongest interruptings: first - as though the complete satisfaction of the population former acquisitions and the second - all increasing standardization of the yields depriving their individual tags. At that time two new ideas suggested by psychologists began to dawn: to advocate among the population sense of discontent with that for it is, and all gradually to excite to all to new and new buying; to access to the stimulants stored in subconsciousness of users and aggressively to maintain them. "Than resemblance between yields more, - David Ogilvi has stated then a visible advertising expert, - that the smaller role by their selection is played by mind. It touches not only cigarettes, beer, confectioner, etc. Subjects of the broadest demand, but also cars". It was echoed by other specialist tendering drastic measures. "If demand for any product drops, - he wrote, - that is necessary to knock out a user so that it has made-buying while is in an unconsciousness". The word "unconscious" became the motto and the recent trend contents in advertising.
