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Now, objects advertised are all the result of the same technical progress and are all of identical type from a cultural point of view. Therefore, advertisements seeking to prove that these objects are indispensable refer to the same conception of the world, man, progress, ideals – in short, life. Once again we are confronted by a technical phenomenon completely indifferent to all local and accidental differences. Indeed, American, Soviet and Nazi advertisements are in inspiration closely akin; they express the same conception of life, despite all superficial differences of doctrine. The Soviet Union, after having for a period violently rejected the technical system of advertising publicity, had more recently found it indispensable. Advertising, which is founded on massive psychological research that must be effective, can “put across” the technical way of life. Any man who buys a given object participates in this way of life and, by falling prey to the compulsive power of advertising, enters involuntarily and unconsciously into its psychological framework. One of the great designs of advertising is to create needs; but this is possible only if these needs correspond to an ideal of life that man accepts.
Advertising goes about its task of creating a psychological collectivism by mobilizing certain human tendencies in order to introduce the individual into the world of technique. Advertising also carries these tendencies to the ideal, absolute limit. It accomplishes this by playing down all other human tendencies. Every man is concerned, for example, about his bodily health – but show him Superman and it becomes his destiny to be Superman. In addition, advertising offers man the means for realizing material desires which hitherto had the tiresome propensity of not being realized. In these three way, psychological collectivism is brought into being. Advertising must affect all people; or at least an overwhelming majority. Its goal is to persuade the masses to buy. It is therefore necessary to base advertising on general psychological laws, which must then be unilaterally developed by it. The inevitable consequence is the creation of the mass man. As advertising of the most varied products is concentrated, a new type of human being, precise and generalized, emerges.