Psychoanalysis
Bernays’ studies on psychoanalysis have drastically changed marketing/adv./PR. Through psychoanalysis advertising now targets emotions and the wants of consumers by connected a product with an emotion.
During my marketing capping class, we discussed a prime example of a product being connected to an emotion. During a case study on Coke we brainstormed the meaning of Coca-Cola. Our list consisted of words such as American, Freedom, Christmas, “Coca-Cola Red”, and Classic. Coke was able to accomplish these meanings through advertising. In fact, Coke created the traditional red, jolly, and round character that we know today. Coke also positioned themselves with American and Freedom when they boosted soldier’s morale during WWI.
When Coke decided to change the flavor of Coke due to the competition from Pepsi, angry Coke drinkers wrote letters to the company. These people had an emotional connection to Coke. But, Coke is JUST a soft drink. The marketing executives at Coke decided to make Coke something more, and this was the result:
“I feel worse than if I had been betrayed by a husband.”
“My dearest Coke: You have betrayed me. We went out just last week, as we had so often, and when we kissed I knew our love affair was over. I remember walks across campus with you discussing life and love and all that matters. I remember the southern summer nights we shared with breezes leaving beads of water hanging delicately from your body. But last week I tasted betrayal on your lips: you had the smooth, seductive sweet taste of a lie. You have become a prostitute, corrupted by money, denying your ideals.”
