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Packard's theory

Horizontales
The author of "The Hidden Persuaders"
A brand of wine linked to family tradition in Packards examples
This hidden need is about feeling safe and protected
This need is tied to cultural identity and nostalgia
Verticales
Valentines Day ads often target this hidden need
The author of "The Hidden Persuaders
Reality TV cooking shows often appeal to this hidden need
Advertisements featuring celebrities appeal to this need