Famous extremely brief state. Freud created three

Famous Austrian neurologist, SigmundFreud, was the founder of psychoanalysis and developed, “The Structure ofthe Unconscious.” The human mind and the qualities of mental process aredivided into three separate parts: the conscious, unconscious and preconscious.The division amid the three is neither complete nor definite. Consciousness, “thestate of being awake and aware of one’s surroundings,” is mental(Dictionary.

com). Psychology is responsible for recognizing the distinction, withinthe study of consciousness, between “perceptions, feelings, intellectiveprocesses and volitions” (Freud). There are physical processes that coexistwith the mental ones. According to Freud, there are many philosophers andpeople who believe that the idea of a mental thing being unconscious is irreconcilable.Mental processes can transform into consciousness are they can be replicatedand remembered. Freud explains that unconsciousness can turn into consciousnessand the latter is an extremely brief state.            Freudcreated three concepts to explain the way the human mind works, the id, ego andsuperego. The id is always present and controlled by the pleasure principle.

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The id acts to fulfill basic needs, urges and desires and demands instant gratification.Id is not aware of any values, good or evil. The part of the personality thatrepresents the mind’s conscious decision-making is the ego. Ego is ruled by thereality principle and it attempts to spin the id’s urges into behaviour, whichassures a favourable outcome. Ego contrasts the id due to its inclination toblend its components in order to generate a unified mental process.

As well,ego exists for reason and cautiousness while the id stands for impulse. Thesuperego is mainly unconscious and it is the ethical and moral guide by whichthe ego functions. Id, ego and superego are three distinct components of humanpersonality although they are able to coalesce.             Thehuman psyche is fundamental to marketing and advertising in order to create andsustain consumer society. The id and its pleasure principle influence manypurchasing decisions.

As a result, most advertising to aimed to attract humandesire by promising pleasure and leisure. Creator of public relations andnephew of Freud, Edward Bernays, examined his uncle’s ideas and applied them toconsumers. Bernays’ discovered that if the human psyche is controlled by desirethan the strongest way of persuading consumers to make purchases is byappealing to their emotions. Bernays’ theory proved to be successful throughhis attempt to persuade women to smoke. He was hired by Lucky Strike to helpexpand their consumer base and attract the female market.

Women saw cigarettesas sign of male power and Bernays would tap into this sentiment. He was able totake a simple product, the cigarette, and create this connotation of womenempowerment even though it gave women no actual strength. Bernays’ technique ofappealing to consumers’ psyche is still used in the 21st century. Theadvertising and marketing of popular athletic brand, Nike, attracts the ego portionof the human mind. The ego mediates between the id, temptation, and thesuperego, morality. To influence the audience’s ego, the subject matter disseminatedto society needs to assist the consumer in positively define and establishthemselves to the world.

Nike’s slogans and advertisements focus on increasingthe consumers’ ego. Nike situates itself as a brand for people who achievegreat things and they do not market their products as something you need tosucceed but rather the consumer uses it because they do succeed. 


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