A laingian view of the ‘advantage’ of advertisers over consumers



This paper discusses the advantage advertisers may enjoy over consumers in terms of R.D. Laing's Interpersonal Perception Method (Laing, Phillipson & Lee, 1966). It is suggested that the advertiser (A) has an advantage over the consumer (C) to the extent that (1) A operates more efficiently at higher order levels of perspective than does C; (2) A understands C, whereas C misunderstands A; (3) A causes C to feel understood by A; and (4) A realizes that he understands C, whereas C fails to realize that she misunderstands A. The differential orientations and skills of A and C would appear to support these conditions with some frequency.