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Freud in Advertising

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I have to complete a case study relating to a product for my consumption module. It has to use an example of a product and how it has been marketed/advertised in order to motivate the consumer to buy it,using a theorist from the module list. I have chosen herbal essences shampoo and Freud's psychoanalytic theories. I have concentrated on one advert for herbal essence. It is the one with the lady in the shower called 'a totally organic experience' (ie. a totally orgasmic experience)I want to try and explain by using Freud's theories how the marketers would hope this would motivate women to buy the product (it did just that as the sales went up). I want to concentrate on how Freud believed we all have hidden repressed desires that usually are sexual in nature, concentrating on the repressed libidinal aspect, and also the narcissistic aspect. I want to use Minsky's book "psychoanalysis and culture' and maybe some of lasch 'the culture of narcissism'. also any main Freud writings would be really good. I definitely would need any refs with page numbers (if not possible then please leave this project for someone else to help me with) Please if possible be as clear and simple in explaining as possible as I really have a mental block with Freud (hence why I am posting this!). I need the processes laid out clearly and simply so I can then work out and write my own angle on it. Many thanks in advance.

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The solution discusses Freud's five psychoanalytic theories in relation to a product of today.

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In September of 1909, Freud gave his famous speech "Five Lectures on Psycho-Analysis in Worcester, Massachusetts at Clark University. In 1910 his text was published in the American Journal of Psychology. The work has been translated into ten languages and 100 years later; here we are using Freud's theories.

In relation to the Herbal Essence Shampoo commercial. According to Freud, all behavior is motivated by the desire to feel pleasure. Freud called this "libido," meaning the pleasure principle. Freud, Sigmund (1910 - Five lectures on psychoanalysis, SE, 11 7-55) I believe that the Herbal Essence Commercial fits into this portion of Freud's Psycho -Analysis. This ad did indeed start a controversy but it did also increase sales. Sex sells and marketers know it. In all of the Herbal Essence shampoo commercials all the women were attractive and sexy. None were overweight, unattractive, taking a shower in a dirty shower. If the ads aired using these examples, who would want to buy it? Unattractive models rarely sell products and especially products with sexual undertones.

Yes!!!Yes!!!Yes!!! the woman in the shower screams. This is exactly what Freud spoke about 100 years ago. We all desire to be sexy and have pleasurable experiences. Now we can all feel sexy and experience pleasure with the purchase of a bottle of shampoo. It sounds crazy but the marketer wants you to feel sexy. Freud's basic psychic energy and pleasure principle theory is all through this commercial.

According to Freud's Psyche Model, where he compares his model to an iceberg, he states "only the upper 10% of it is visible (i.e. conscious) the rest is submerged and unseen (unconscious.) (Freud, S 1910) What does this mean to marketers? They know the public only sees 10% of your true self, purchase this shampoo and let ...

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