The Essence of Mass Desire in Advertising


Mass desire is the cornerstone of successful advertising, where the key lies in identifying and channeling pre-existing desires within society towards a product. In “Breakthrough Advertising” by Eugene M. Schwartz, the author explains that these desires are not created by advertisers but discovered and directed. Understanding and channeling these desires can exponentially amplify the impact of advertising.

The Concept of Mass Desire

Mass desire is a private want that becomes public when shared by a significant number of people. These desires are typically strong and deep-seated, rooted in psychological or emotional needs. By identifying and directing these desires towards a product, advertising can achieve remarkable success.

Identifying Mass Desire

To identify mass desire, advertisers must have a deep understanding of the market. This involves studying social and psychological trends and analyzing what people truly want and what motivates them. This can be achieved through market research and keen observation. Once this desire is identified, advertisers must find a way to align their product with it.

The Amplification Effect

Schwartz explains the Amplification Effect, where a small investment in advertising can yield significant returns if it effectively channels a powerful, existing desire. This effect hinges on the advertiser’s ability to tap into a desire that is already widespread and intense. When this desire is directed towards a product, the product’s appeal is significantly heightened, leading to increased sales and market penetration.

Examples of Mass Desires

Mass desires can take many forms, such as the desire for health, wealth, love, security, and recognition. For instance, in the health and wellness market, the desire to be fit and healthy is a powerful motivator. Advertisements that effectively channel this desire by highlighting the health benefits of a product can resonate deeply with the target audience.

Channeling Mass Desire

Effective advertising not only identifies mass desire but also channels it in a way that aligns with the product. This involves crafting messages that resonate with the emotional and psychological triggers of the audience. For example, an ad for a fitness product might highlight how the product helps achieve the desired level of fitness and well-being, thus connecting directly with the audience’s desire for health.

The Role of Copywriting

Copywriting plays a crucial role in channeling mass desire. The words used in advertisements must evoke the desired emotions and create a compelling narrative that aligns with the audience’s wants and needs. Schwartz emphasizes the importance of using powerful, emotive language that speaks directly to the desires of the target market.


Mass desire is a powerful force in advertising. By understanding and channeling these desires towards a product, advertisers can create highly effective campaigns that resonate deeply with their audience. Eugene M. Schwartz’s insights in “Breakthrough Advertising” provide a valuable framework for identifying and leveraging mass desire to achieve advertising success. Through keen observation, market research, and strategic copywriting, advertisers can tap into the deep-seated desires of their audience, driving engagement and sales.

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