Introduction
1. The depth approach
2. The trouble with people
3. So ad men become depth men
4. ... and the hooks are lowered
5. Self-images for everybody
6. Rx for our secret distresses
7. Marketing eight hidden needs
8. The built-in sexual overtone
9. Back to the breast, and beyond
10. Babes in consumerland
11. Class and caste in the salesroom
12. Selling symbols to upward strivers
13. Cures for our hidden aversions
14. Coping with our pesky inner ear
15. The psycho-seduction of children
16. New frontiers for recruiting customers
17. politics and the image builders
18. Molding "team players" for free enterprise
19. The engineered yes
20. Care and feeding of positive thinkers
21. The packaged soul?
22. The question of validity
23. The question of morality