Synthesis Notes:
What we can learn from Psychological effect within desire is the emotion involved within advertisements, how we react to certain ads. Whether they make us happy or whether they cause catastrophic debt to the consumer through endless purchasing. Increasing our need to own something becomes desperate measures and if not owned may cause an effect on how we view ourselves in society, a source of Hierarchy to be concluded. Brands & Psychological experts team up to figure out how we consumers behave in a certain situation if that's by using a form of sexual desire within an advertisement, preferably by using enticing linguistics to make something out to be better than it actually is. As a whole, this forms a connection between brands/advertisers and consumers/society. Vance Packard revealing 'hidden needs' which are exploited by brands. Needs such as a 'Sense of power' this need is a psychological term for being superior & of the elite class ( a goal we want to achieve ). This emotion is played upon with supercars a perfect example would be Ferrari. When looking into the Psychological aspects of their brand they execute power through colour theory (Red) and the logo being a 'horse' Informing Horsepower. When looking towards linguistics playing with terminology such as 'Power' it can translate to the mind of a sense of power which people long for in order to feel secure.
"it gives him [the buyer] a renewed sense of power and reassures him of his own masculinity, an emotional need which his old car fails to deliver."
As found in research we come to terms with being able to say 'no' and understanding why, but we do not question our 'yes' but why yes, is it good, do we actually need it be too happy?. To have an awareness of our consumer selves would be much beneficial towards out mind/emotion, which would probably save us a lot of money and prevent debt.
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