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Reporting on the campaign’s success, Time described Dichter as “the first to apply to advertising the really scientific psychology” that tapped “hidden desires and urges”. He chalked up his own success to the importance of examining “not how people should behave but how they do behave”.

Don’t go overboard
Business was good for Dichter. In 1946 he set up his Institute for Motivational Research in Croton-on-Hudson, outside New York City it was soon followed by a dozen satellite offices in America and abroad. His unique approach to marketing—a mix of observation and imagination—was particularly popular in the 1950s, when industry leaders would queue up “like desperate patients for a miracle medical doctor,” writes Ronald Fullerton, a marketing specialist and academic. A charismatic salesman, Dichter flipped Freud’s pessimistic ideas about childhood traumas and buried urges into opportunities for seeking pleasure and fulfilment in everyday purchases. At a time when on-screen married couples still slept in separate beds, his colourful take on the sexual relevance of ordinary objects got attention.
Dichter’s case history is a fascinating mix of outlandish ideas and now-conventional solutions. To elevate typewriter sales, he suggested the machines be modelled on the female body, “making the keyboard more receptive, more concave”. People smoke, he explained, because it is both a sign of virility and a legitimate excuse to interrupt the day for a moment of pleasure, “comparable to sucking at the nipples of a gigantic world breast”.

A. 어휘
apply to 적용하다. tap 연결하다, 뚫다. urges 충동.
chalked up ...의 탓으로 돌리다, 기록하다. overboard 배 밖으로, 열차 밖으로.
Institute 연구소. satellite offices 支社(지사). unique 독특한.
queue up 줄을 서다. desperate 필사적인. patients 환자.
miracle 奇蹟(기적). academic 학자, 교수. flip 튀기다, 열중하다.
pessimistic 비관주의적인. traumas 外傷(외상), 정신장애를 일으키는 충격.
buried urges 묻혀있는 충동(욕망). fulfilment 충족.
on-screen married couples 영화 속의 부부. relevance 관련성.
objects 물건, 對象(대상). outlandish 기이한, 異國風(이국풍)의.
now-conventional 현존하는 전통의. receptive 기꺼이 받아들이는.
concave 오목한. virility 정력, 사나이다움. legitimate 합법저인.
excuse 구실, 변명. interrupt 중단시키다. comparable to ...에 比喩(비유)될 수 있는.
nipples 젖꼭지, 乳頭(유두). gigantic 거대한. breast 유방.