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The rise of advertising was more than just the exploitation of
a new psychological technique. That technique was predicated on a world-view which most advertisers shared, and the rise of advertising corresponded to the rise of that view of the world as ultimately normative. In many ways the connection was causal because the rise of advertising meant, above all else, supplanting traditional authority. The traditional criteria according to which one made choices—parents, ethnicity, tradition, religion—had to be supplanted on a massive, pan-cultural scale before mass advertising would work. Advertising was a form of social engineering which required the creation of a new man if it were to be successful. Unlike 19th century man, who was frugal, bound by the traditional constraints of the local community and willing to deny himself certain things in the interest of a greater good, the new man envisioned by advertising was to be, in Pope’s words, "reactive, suggestible, and impulsive."
[/FONT][FONT=Arial]By about 1920, the institutional arrangements that still characterize American advertising were already set in place. By then, too, an ideology of advertising had appeared. Its exponents portrayed advertising as a force that would reconcile social harmony with personal freedom of choice. Persuasion would replace coercion. The ideals of liberal individualism could be realized in a society dominated by large-scale enterprises. “Reputation monopolies,” otherwise known as brand names, would bring about the abeyance of social tension in a way that was both painless to the consumer and profitable to the controller. It was more humane, as Harold Lasswell had said, than assassination. In 1920 the day had arrived when “the gentleman who awoke to a Big Ben alarm clock, and shaved with a Gillette razor, washed with Ivory Soap, breakfasted on Kellogg’s Corn Flakes, and continued through his daily routines depending on advertised brands (p. 76) was completely within the purview of values acceptable to the new liberalism and the corporate elite.