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As for credit cards, Dichter presciently called them “magic” for the way they provided “the American consumer with a symbol of inexhaustible potency.” One can only imagine what he would make of America’s latter-day spendthrift habits.
Yet the abundant 1950s also gave rise to criticism about the emptiness of affluence and the perversity of advertising. In “The Hidden Persuaders”, Packard targeted Dichter for exploiting the emotions of consumers to inspire a national glut of self-indulgence. He claimed that motivational researchers such as Dichter, with their scientific cunning and Freudian voodoo, had unleashed the “chilling world of George Orwell and his Big Brother”. Ironically, Packard’s dramatic assessment of Dichter’s dark powers ended up bringing him plenty of new business.
A year later John Kenneth Galbraith released “The Affluent Society”, in which he described a country increasingly riven by economic divisions but too selfish to care. Then in “The Feminine Mystique”, in 1963, Betty Friedan took Dichter to task for being “paid approximately a million dollars a year for his professional services in manipulating the emotions of American women to serve the needs of business.” Though women were taking important steps beyond the home, Friedan accused advertisers of exploiting their homemaking insecurities in order to keep them in the kitchen with such gal pals as Betty Crocker and Aunt Jemima.

A. 어휘
presciently 先見之明(선견지명)으로. inexhaustible 無盡藏(무진장)한.
potency 힘, 세력, 잠재력. spendthrift 낭비적인, 방탕한.
abundant 豊饒(풍요)한. emptiness 공허. affluence 풍요.
perversity 괴팍함, 심술궂음. Persuaders 설득자, 강요하는 사람.
exploit 이용하다, 착취하다. glut 飽滿(포만), 공급과잉, 食傷(식상).
self-indulgence 放縱(방종). cunning 교활.
voodoo 부두敎(교)〈일종의 呪術(주술)신앙〉unleash 해방하다.
assessment 평가. rive-rived-riven 쪼개다. Mystique 秘法(비법), 신비감.
approximately 大略(대략). manipulating 조종하다. accuse 비난하다.
insecurities 불확실성.