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A phallic shape to lipstick increased sales by the way it offered a subconscious invitation to fellatio (“but one has to be careful not to go overboard and make the parallels too obvious,” Dichter cautioned). Prunes had an image problem as they were seen as a “symbol of old age”, like “dried-out spinsters”. To inspire demand, Dichter suggested they be branded the “California Wonderfruit” and feature fresh, supple plums on the packaging. Prunes have been marketed using images of their younger selves ever since.
Baking is an expression of femininity, he explained, so when a woman pulls a cake or loaf out of the oven, “in a sense it is like giving birth”. Thus mixes that require the cook to add only water are threatening to women, since their role is marginalised these days, thanks to Dichter, nearly all such mixes involve adding eggs, a symbol of fertility. In her book “Food is Love”, Katherine Parkin notes the way he encouraged advertisers to impress on women the importance of cooking as a way of showing love.
Dichter recognised that in the new world of America, brands had become “a substitute for nobility and a family tree”. People seek out products that correspond with the group they want to associate with. Every object has a special meaning—one that often relates to sex, insecurity or a desire for prestige. He also understood that consumers felt guilt after buying self-indulgent products, so marketers had to sell such things as tobacco and candy as “rewards” for the deserving. Much of this is taken for granted now, but when Dichter was whispering these sweet nothings in the ears of CEOs, they were revelatory.

A. 어휘
phallic 男根(남근)의, 남근숭배의. subconscious 잠재의식적.
fellatio 구강성교. go overboard 誇大(과대) 해석하다.
parallels 類似(유사), 평행선, 비교. Prunes 말린 자두, 얼간이.
spinsters 노처녀. inspire 격려하다, 鼓吹(고취)하다, 영감을 주다.
feature 특색으로 삼다, 大書特筆(대서특필)하다. supple 나긋나긋한, 유연한.
plums 자두. younger selves=fresh plums. femininity 여성의 특질, 여성다움.
loaf 식빵. marginalise 사회적으로 무시하다. fertility 多産(다산), 肥沃(비옥), 출산력.
substitute 대용품, 대리인. nobility 고귀함, 귀족사회.
insecurity 불확실, 불안정. prestige 위신. self-indulgent 放縱(방종)한.
the deserving 자격이 있는 사람들. is taken for granted 當然視(당연시)되다.
revelatory 啓示的(계시적)인.