More from The Attention Merchants
First, on advertising as a decision making lubricant:
Information cannot be acted upon without attention and thus attention capture and information are essential to a functioning market economy, or indeed any competitive process, like an election (unknown candidates do not win). So as a technology for gaining access to the human mind, advertising can therefore serve a vital function, making markets, elections, and everything that depends on informed choice operate better, by telling us what we need to know about our choices, ideally in an objective fashion.
And then an example of that principal in place to sell ads at CBS, early on:
“Here you have the advertiser’s ideal—the family group in its moments of relaxation [listening to the radio] awaiting your message,” said CBS. “Nothing equal to this has ever been dreamed of by the advertising man.” It is, as we shall see, one thing to sell access to the minds, quite another to predict reliably the audience’s frame of mind; and by dictating the moment of infiltration, radio claimed to do just that. At the time and place of CBS’s choosing, the audience would be “at leisure and their minds receptive.”
Overall, The Attention Merchants is good stuff so far.