Bernays’s business partner, Paul Mazur, said, “We must shift America from a needs to a desires culture.… People must be trained to desire, to want ne… - Al Gore

new techniques of mass persuasion. “We must shift America from a needs to desires culture,” Mazur said. “People must be trained to desire, to want new things, even before the old have been entirely consumed. We must shape a new mentality. Man’s desires must overshadow his needs.

More disturbing still was their frequent use of the word "dominance" to describe their strategic goal, because an American policy of dominance is as repugnant to the rest of the world as the ugly dominance of the helpless, naked Iraqi prisoners has been to the American people. Dominance is as dominance does.

In the 1950s, John Kenneth Galbraith first described the way in which advertising altered the classical relationship by which supply and demand are balanced over time by the invisible hand of the marketplace. Modern advertising campaigns, he pointed out, were beginning to create high levels of demand for products that consumers never knew they wanted, much less needed. The same phenomenon Galbraith noticed in the commercial marketplace is now the dominant fact of life in what used to be America’s marketplace for ideas. The inherent value or validity of political propositions put forward by candidates for office is now largely irrelevant compared with the image-based advertising campaigns they use to shape the perceptions of voters. And the high cost of these commercials has radically increased the role of money in American politics — and the influence of those who contribute it.

First, America must have a strong defense. We must never forget that our national defense is about much more than the land within our borders. Just as we fought and conquered totalitarianism during World War Two — just as we fought and conquered communism during the Cold War — we are defending the idea of freedom itself.