Les "propagandistes commerciaux"

L'analyse la plus convaincante que j'ai jamais entendu du fonctionnement fondamental de la publicité :

We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy, not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which, in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god, the radiance of one of Diana's nymphs. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the consumer to part with cash and so, indirectly, to turn the wheels of industry.

Huxley in Brave New World Revisited. 1958.