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We Know What You Want: How They Change Your Mind (Paperback)

~ (Author), (Foreword) "These are challenging times for conscious people..." (more)
Key Phrases: New York, Channel One, United States (more...)
3.9 out of 5 stars  See all reviews (9 customer reviews)
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We Know What You Want: How They Change Your Mind + Coercion : Why We Listen to What "They" Say + Life Inc.: How the World Became a Corporation and How to Take It Back
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Product Description

In this handbook for locating the hidden sales messages that bombard us everyday, Martin Howard explains the new techniques that corporations are using to make subconscious approaches without your consent. It covers the five major zones where consumers are being confronted: in the retail shopping context, at major events and concerts, through information media, personal friendships, and your computer.

Up until recently, there was a social contract that alerted consumers to advertising messages. They were clearly labeled, endorsements were obvious and certain areas were off-limits. That contract has been broken, and many corporations are resorting to underhanded methods to persuade.

Our shopping centers, stadiums, telephones, friendships and editorials are all "fair game." Marketing messages have crossed into the social sphere.

We Know What You Want points out dozens of examples of how these signals are being relayed and gives you the tools and techniques to decode these messages and make your own decisions.

Inspired by the popular book Coercion by Douglas Rushkoff, this book presents key ideas and case examples in a practical, easy-to-follow, illustrated format. Rushkoff himself contributes the Introduction. We Know What You Want has Rushkoff's full support; he calls it "an entertaining yet McLuhanesque 'Medium is the Message,' filled with engaging graphics and provocative but easy-to-follow guidelines for maintaining autonomy in a world made of marketing."

Martin Howard has spent over 15 years in the marketing field with over 10 of them in advertising agencies. While witnessing the decline of the traditional advertising agency, he became interested in emerging forms of communication and stumbled upon the writings of Marshall McLuhan and others, who charted the profound but underestimated impact of electronic media. Now a strong advocate for media literacy, his interest is in making these theories accessible to average consumers and students. He lives in Brisbane, Australia.



About the Author

Martin Howard has spent over fifteen years in the marketing field with over ten of them in Advertising Agencies. He has consulted to a range of organizations in the area of communications and design.

Douglas Rushkoff is the author of 9 non-fiction books and 2 novels, as well as numerous television shows. His work has been translated into 20 languages. He appears on CBS Sunday Morning, NPR All Things Considered, and in Time, The New York Times, and periodicals around the world. He also made the PBS Frontline documentary The Merchants of Cool. This is his first graphic novel.

Product Details

  • Paperback: 192 pages
  • Publisher: The Disinformation Company (February 1, 2005)
  • Language: English
  • ISBN-10: 1932857052
  • ISBN-13: 978-1932857054
  • Product Dimensions: 7.4 x 5.9 x 0.7 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon.com Sales Rank: #306,124 in Books (See Bestsellers in Books)

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Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
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These are challenging times for conscious people. Read the first page
Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Channel One, United States, Ralph Nader, Pass the Courvoisier, San Francisco, Large Group Awareness Training
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We Know What You Want: How They Change Your Mind
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Customer Reviews

9 Reviews
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3.9 out of 5 stars (9 customer reviews)
 
 
 
 
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9 of 10 people found the following review helpful:
5.0 out of 5 stars A first-rate gem of a book, October 29, 2006
By Paul Lappen (Manchester, CT USA) - See all my reviews
(REAL NAME)      
The marketers and public relations firms of this world are constantly improving the myriad of ways they have to get inside your head and manipulate you to their way of thinking. This book looks at some of them.

Today's supermarkets intentionally place popular items, like milk and bread, as far from the entrance as possible. That way, the shopper must pass all those impulse items at the end of each aisle. Also, they are subjected to muzak tracks that will cause them to ignore their shopping lists and stay longer. Have you ever heard of the Gruen Transfer? It describes the moment when a shopper loses control of the decision-making process, characterized by suggestibility and glazed eyes. It is at this time that a shopper is most likely to make an unplanned purchase.

At the local sports stadium, is there any surface, except for the player's uniforms and the field itself, that doesn't have a corporate logo? You have probably seen Video News Releases, slick corporate promotions and government messages designed to look like news, even if you have never heard of them. The book also looks at how to engineer public opinion, through front groups, paid experts and targeted messages.

Ebay has said that will ignore their own privacy policy if law enforcement is looking for information on a specific person, and hand over that information without a court order. Everyone is familiar with cookies, spam and spyware on your computer. Not everyone knows that Kazaa software embeds extra, hard-to-find, programs on your computer. They send information on your viewing habits to third-party servers. Advertising and subliminal messages are among the newest trends in computer games. This book also includes a list of actual patents for inventions that involve "regulated subconscious behavioral control by invisible means."

This is a first-rate gem of a book. It is really easy to read. While some might consider the information in this book common knowledge, it is still a rather spooky look at how well They have gotten inside our heads. It is very much recommended.

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13 of 18 people found the following review helpful:
2.0 out of 5 stars Regurgitated PR material from business intelligence companies, March 6, 2006
By Roger Hsueh (Cerritos, CA) - See all my reviews
(REAL NAME)   
First of all, the book's not written by Douglas Rushkoff. He only wrote the foreward.

The book doesn't have a lot of useful content. It mostly lists supposed marketing innovations and data mining techniques with large neon graphics (like WIRED magazine circa 1999) and minimal analysis. Its aim seems only to scare you in a conspiratorial tone: you are being watched! your every move is being analyzed!

Too bad it accepts the claims of the companies trying to market these surveillance and date mining systems at face value. Without finding out whether they actually work, you are likely just scaring yourself for no reason.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars Excellent book; Everyone needs to read it, May 8, 2008
By shmooth "shmooth" (Washington, DC USA) - See all my reviews
Not sure how I stumbled onto this book, but I liked how colorful it was (like a shiny toy!), picked it up, opened it up, and started learning. It was pretty awesome. And I had read a pretty good amount about subversive advertising, and viral advertising, and a lot about public relations before I picked this book up, and I was still learning as soon as I started reading in the store. That's my number one qualifier for a good book - I read almost exclusively non-fiction. The last time I picked up a book and started learning something so quickly was when I read a bell hooks book.

I only wish I'd read this book fifteen years ago when I was a teenager. Most of the concepts could be picked up by teenagers, and then they'd be much better prepared to fight indoctrination from advertisers and any self-proclaimed experts as they grew up.

The layout and pictures and diagrams and charts inside help explain things well and put everything into the proper context - and keep your attention. There are lots of 'a-ha' moments. And it definitely made me want to read Coercion - which I'll do soon.

If more books were like this, we'd have a lot better informed public.
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Most Recent Customer Reviews

5.0 out of 5 stars We Know What You Want: How They Change Your Mind
Easy to understand and filled with comprehensive images, We Know What You Want: How They Change Your Mind is recommended for both students and consumers alike.
Published 2 months ago by Penetralia

5.0 out of 5 stars "Beautifully produced with exceptional graphics"
When I released this book was I was pleasantly surprised by the positive reviews...

Martin Howard's book is] entertaining yet McLuhanesque... Read more
Published 4 months ago by M. J. Howard

1.0 out of 5 stars Incoherent and unreadable
This isn't a "book" in the sense of something you can sit down and read in a coherent fashion. Rather it is a collection of quotes, quips, "fun facts" and anecdotes which looks... Read more
Published on May 25, 2007 by Free Thinker

2.0 out of 5 stars A simplified (and conspiracy-based) book on PR
OK. So we wrap advertising, news, public relations and public relations into one book to whow how THEY try to influence you how to think. Read more
Published on February 10, 2007 by James D. Crabtree

5.0 out of 5 stars Eye opening must read for the everyday consumer
I would not allow people go into any shop without this book.
Just one fact: 60% of consumer decisions are made inside the store. Read more
Published on September 25, 2006 by Balai Zsolt

5.0 out of 5 stars A 'must read' for any interested in business, marketing, consumerism and beyond
Corporations and governments are sharing some of the same tactics to manipulate consumer attitudes and perceptions, and it's time to understand the roots of these messages in We... Read more
Published on October 5, 2005 by Midwest Book Review

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