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"Alles was man immer schon vermutet hatte: Hier wird es plötzlich Wahrheit. Die Werbung sucht zu manipulieren, sie arbeitet unaufrichtig und setzt voraus, daß das vorausgesetzt wird." (Luhmann 1996: 85)

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the growing field of personal-brand consultants, who help people pitch themselves in the job market and the dating arena. Part life coaching, part management consulting, personal branding applies the language, philosophies and strategies of Madison Avenue to the brand that is you.

Treating our personalities as products reflects an increasingly competitive society in which the best way to stand out is to develop an engaging--and easily defined--image. Companies and celebrities have been doing it for years. Now it's the average guy's turn. "For a long time, parents discouraged their children from worrying about what others think. They didn't realize how shortsighted and stupid that was," says Mark Leary, a social psychology professor at Duke University who studies impression management. "We need other people to think well of us."