Psychoanalytic Accounts of Consuming Desire Hearts of Darkness
Provides an accessible introduction to psychoanalytic explanations of consumer desire. Topics are drawn widely to reflect the scope of Freud's vision and include dreams, sexuality and hysteria. Discussion is widened to selectively include authors such as
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Also by John Desmond CONSUMING BEHAVIOUR (2003) FUNDAMENTALS OF MARKETING (with Marilyn Stone, 2007)
Psychoanalytic Accounts of Consuming Desire Hearts of Darkness John Desmond University of St Andrews, UK
© John Desmond 2013 Softcover reprint of the hardcover 1st edition 2013 978-0-230-25219-6 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his rights to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2013 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-32178-0 ISBN 978-1-137-28908-7 (eBook) DOI 10.1057/9781137289087
This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 22 21 20 19 18 17 16 15 14 13
In memory of Marilyn Stone, a great colleague, who cared for others, whose courage and determination lives on
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Contents List of Figures
xii
Preface and Acknowledgements
xiii
1 Dreams Introduction Understanding dreams The dream of Irma Discussion Dreams as wish-fulfilments ‘What does the goose dream of. Of maize?’ Distortion in dreams The dream of a failed supper party Generalizing from dreams Learning from texts Explaining dream processes The dream of the burning child Selling dreams The controversy over subliminal advertising Forget Freud? Conceptions of the unconscious in marketing today
1 1 2 2 6 7 7 8 9 11 12 14 14 18 20 21 24
2 Sexuality Introduction Eros and sexuality Three issues The problem of civilization The puzzle of gender The question of normalcy Sexual development Objects and aims Stages of sexual development Component instincts Oral stage Anal stage Phallic stag
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