The Persuaders
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Mr. Josh Haycraft
May 30, 2012, 9:10:42 AM5/30/12
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After watching the documentary "The Persuaders" on PBS (http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/) discuss the following questions:
1. What in "The Persuaders" surprised you? Name one new thing you learned about marketing or politics from watching the film. Name one new thing you learned about yourself from watching the film.
2. Advertising executive Douglas Atkins argues that purchasing branded merchandise now provides that same sense of belonging that was once provided by community institutions like schools, churches, civic groups, or fraternal orders. What provides you with a sense of belonging or identity? What role, if any, does marketing play in what you identify with or where you hang out the most?
2. Douglas Rushkoff asks, "What does it mean when we begin to merge our once separate roles as consumers and citizens?" How would you answer Rushkoff's question? Given that the U.S. economy is based on consumer spending, is it patriotic to shop?
You must also comment on at least two of your classmates answers!
1. What in "The Persuaders" surprised you? Name one new thing you learned about marketing or politics from watching the film. Name one new thing you learned about yourself from watching the film.
2. Advertising executive Douglas Atkins argues that purchasing branded merchandise now provides that same sense of belonging that was once provided by community institutions like schools, churches, civic groups, or fraternal orders. What provides you with a sense of belonging or identity? What role, if any, does marketing play in what you identify with or where you hang out the most?
2. Douglas Rushkoff asks, "What does it mean when we begin to merge our once separate roles as consumers and citizens?" How would you answer Rushkoff's question? Given that the U.S. economy is based on consumer spending, is it patriotic to shop?
You must also comment on at least two of your classmates answers!
Jazzmin Trull
May 31, 2012, 2:34:33 PM5/31/12
to westwood-a...@googlegroups.com
1. One thing that surprised me was the fact that I never knew why I wanted to buy a product when it didn't benefit me in any way. Like going shoe shopping, I just found myself buying those shoes because I saw them on TV. One thing I learned about marketing was that there is a code behind everything and once you break that code you can sell anything to everyone. One thing I learned about myself is that I am in fact a persuader because I'm being constantly bombarded by all these advertisements and I see myself responding to at least a couple of them..
2. I would have to save its the guarantee that the product can give me, that satisfaction that you belong to something in some kind of shape or form. No one wants to be an outcast so whether you realize it or not you belong to something.The role that marketing plays in what I identify where I hang around the most would have to be the environment itself, the weather, the people and even what event is occurring at that exact moment. I think all of these play an important role in deciding where I choose to be. For example, if I see someone getting arrested at the local park, I'm not going to be persuaded of going over there but yet I'm still persuaded into seeing what the person did or why the police pulled them over in the first place.
3. It means that you are building communication between the two in fact, when you are in your separate roles the two of you never meet. As a consumer, you merely just responding to the billion ads that you possibly see everyday whether you are on the internet, out on the streets, or reading a magazine. You are playing your role, far as for politics, consumer spending. According to Tim Mapes, "...Communication drives commerce not just making people feel good". But when you are a citizen, you provide very crucial insight to what is surrounding you by not responding to such ads, this is then what makes the marketing role harder on them. For example, "Song" they are trying so hard to get the new airline out there for you but yet their competitors "Jet Blue Airlines" keeps coming out on top. Putting them in a position, where they are trying to connect to you despite all the other ads that you encounter.
Michael
Jun 1, 2012, 2:00:20 AM6/1/12
to Westwood Advertising
1. I was surprise of amount money and effort to come up with
advertisement. Companies would do focus groups and find people to
break the code in order to get an edge from the competitors.
Politicians would pick specific words to persuade voters. A good
example would be the estate tax. People would ignore it because they
thought it got to do with rich people but really it is about taxing
people after they die. So now it is change to “death tax” to bring
awareness and go against the taxing. After watching the segment of
breaking the code of luxury, I learned that maybe I drive a SUV
because of dominance. I may have convince myself that I needed more
space, but really it may have been power and superior. The deep
physiological mind is what advertisers look for to break the code to
sell the product.
2. When I need to get a mixtures of stuff, I would usually go to
Target. I find the Target environment peaceful vs my past trips to
Walmart, crowded and noisy. I finds things in Target to be more higher
quality than Walmart. People get along and staff provides assistance
in Target. Who wouldn't feel the need to belong to a peaceful
environment. Maybe advertisement persuade me to give Target a chance
but after that it was the consistence tranquility environment and neat
products. Or maybe the red color theme gives me passion and desires.
3. The consumers and citizens started to merge through culture
branding. For example, Starbucks don't just sell coffees but also
provides a community. Nike don't just sell shoes, they also help
promote sports and health. Both consumers and citizens have needs and
desires. The one thing that citizens always had in democracy is power.
In order for a company to sell products and service through the
clutter advertisements, they must full fill consumers needs which
gives the consumers power.
advertisement. Companies would do focus groups and find people to
break the code in order to get an edge from the competitors.
Politicians would pick specific words to persuade voters. A good
example would be the estate tax. People would ignore it because they
thought it got to do with rich people but really it is about taxing
people after they die. So now it is change to “death tax” to bring
awareness and go against the taxing. After watching the segment of
breaking the code of luxury, I learned that maybe I drive a SUV
because of dominance. I may have convince myself that I needed more
space, but really it may have been power and superior. The deep
physiological mind is what advertisers look for to break the code to
sell the product.
2. When I need to get a mixtures of stuff, I would usually go to
Target. I find the Target environment peaceful vs my past trips to
Walmart, crowded and noisy. I finds things in Target to be more higher
quality than Walmart. People get along and staff provides assistance
in Target. Who wouldn't feel the need to belong to a peaceful
environment. Maybe advertisement persuade me to give Target a chance
but after that it was the consistence tranquility environment and neat
products. Or maybe the red color theme gives me passion and desires.
3. The consumers and citizens started to merge through culture
branding. For example, Starbucks don't just sell coffees but also
provides a community. Nike don't just sell shoes, they also help
promote sports and health. Both consumers and citizens have needs and
desires. The one thing that citizens always had in democracy is power.
In order for a company to sell products and service through the
clutter advertisements, they must full fill consumers needs which
gives the consumers power.
Michael
Jun 1, 2012, 2:16:59 AM6/1/12
to Westwood Advertising
Commenting on your answer 3,
The airline, Song, tried to be very creative with their advertisements
and bring a unique experience to staff and passengers. But they failed
due to confusion of who they are. People have heard of Song but
couldn't remember it was airline company. I guess maybe, the consumer
side remembers that catch phrase or ads of Song but the citizen side
sort of ignores it. Douglas Rushkoff talks about clutter and people
are immune to it.
The airline, Song, tried to be very creative with their advertisements
and bring a unique experience to staff and passengers. But they failed
due to confusion of who they are. People have heard of Song but
couldn't remember it was airline company. I guess maybe, the consumer
side remembers that catch phrase or ads of Song but the citizen side
sort of ignores it. Douglas Rushkoff talks about clutter and people
are immune to it.
Jazzmin Trull
Jun 1, 2012, 8:28:29 AM6/1/12
to westwood-a...@googlegroups.com
1. I agree with everything out there today it is hard for companies to really hard for them to catch our attention. This put the companies in a desperate situation where they are really trying to break through all of the clutter when in turn they are still contributing to more of the clutter that you do see. But in the end its all about trying to break the code and once you are able to do so you got the consumers right where you want them to be. Right in the stores.
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Jazzmin Trull
Jun 1, 2012, 8:36:14 AM6/1/12
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Commenting on your answer 1,
I agree with you, everything out there today makes it hard for companies to catch our attention. This puts the companies in a desperate situation where they are really trying to break through all of the clutter when in turn they are still contributing to more of the clutter that you do see and they even get to the point where they will replace their old marketing team for a new one. But in the end its all about trying to break the code and once you are able to do so you got the consumers right where you want them to be. Right into the stores.
I agree with you, everything out there today makes it hard for companies to catch our attention. This puts the companies in a desperate situation where they are really trying to break through all of the clutter when in turn they are still contributing to more of the clutter that you do see and they even get to the point where they will replace their old marketing team for a new one. But in the end its all about trying to break the code and once you are able to do so you got the consumers right where you want them to be. Right into the stores.
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You received this message because you are subscribed to the Google Groups "Westwood Advertising" group.
Luis Lizama
Jun 1, 2012, 7:58:35 PM6/1/12
to Westwood Advertising
1. One thing that really surprised me was the in-depth research done
to find a way to advertise to people. I didn't know that companies
would do so many tests and research to be able to catch the attention
of the consumer. I learned that a lot that goes into advertisement
isn't just what the product does, but how it should also have a
connection to how the consumer feels. Company marketing really tries
to make their product important in the sense of it being more than
just for doing something. I also learned how much advertising really
does impact my life, there's advertisements everywhere and it really
persuades me to go to the store and be like "hey I saw this on the
T.V. so and so uses it, it really is a good product"
2. I would say the quality and the group that uses the product would
make me seem like I'm apart of something. I would like to be able to
feel like I use a great product which is pretty well known, just
having that satisfaction that i use a big brand that works. Like if
you have a low budget and you got out to eat at 7 11 for lunch during
work or school, and you know you can get a lot for cheap prices and
pretty good tasting food. You share this bond with people in the same
situation as you.
3.It means that shopping has pretty much turned into a way of life.
It's something everyone knows how to do and it affects everything in
our lives. It's starting to become a patriotic and known thing for
citizens to shop for what they need. It's part of our culture.
to find a way to advertise to people. I didn't know that companies
would do so many tests and research to be able to catch the attention
of the consumer. I learned that a lot that goes into advertisement
isn't just what the product does, but how it should also have a
connection to how the consumer feels. Company marketing really tries
to make their product important in the sense of it being more than
just for doing something. I also learned how much advertising really
does impact my life, there's advertisements everywhere and it really
persuades me to go to the store and be like "hey I saw this on the
T.V. so and so uses it, it really is a good product"
2. I would say the quality and the group that uses the product would
make me seem like I'm apart of something. I would like to be able to
feel like I use a great product which is pretty well known, just
having that satisfaction that i use a big brand that works. Like if
you have a low budget and you got out to eat at 7 11 for lunch during
work or school, and you know you can get a lot for cheap prices and
pretty good tasting food. You share this bond with people in the same
situation as you.
3.It means that shopping has pretty much turned into a way of life.
It's something everyone knows how to do and it affects everything in
our lives. It's starting to become a patriotic and known thing for
citizens to shop for what they need. It's part of our culture.
Luis Lizama
Jun 1, 2012, 8:03:40 PM6/1/12
to Westwood Advertising
Commenting on Jazzmin's #2
I agree I find comfort in knowing that the product is reliable and
that I'm not the only one who uses it. Also it does effect you're
whole environment, it adds character to the people you know. Sort of
like the Song employees seemed very energetic, outgoing, and happy to
be a part of a group. So Flying with them you would be the same kind
of person.
I agree I find comfort in knowing that the product is reliable and
that I'm not the only one who uses it. Also it does effect you're
whole environment, it adds character to the people you know. Sort of
like the Song employees seemed very energetic, outgoing, and happy to
be a part of a group. So Flying with them you would be the same kind
of person.
Luis Lizama
Jun 1, 2012, 8:05:53 PM6/1/12
to Westwood Advertising
I agree with Michael's 3
You feel this control or power with your consumer over the brand. If
the consumer doesn't like what the brand is selling, the brand will be
forced to sell something better and new. As citizens have power with
laws and the government, it all ties together
You feel this control or power with your consumer over the brand. If
the consumer doesn't like what the brand is selling, the brand will be
forced to sell something better and new. As citizens have power with
laws and the government, it all ties together
Michael
Jun 2, 2012, 12:09:36 AM6/2/12
to Westwood Advertising
Commenting on Luis answer to 3,
I agree with you about shopping has become part our lives. I guess it
used to be inconvenience task to shop but now people would "window
shop", use stores as a social meeting place, people simply enjoys
shopping. Also I agree that people already know how shopping is normal
to them. Shopping does effect everything, it effects the environment,
jobs, competitors, resources, etc.
I agree with you about shopping has become part our lives. I guess it
used to be inconvenience task to shop but now people would "window
shop", use stores as a social meeting place, people simply enjoys
shopping. Also I agree that people already know how shopping is normal
to them. Shopping does effect everything, it effects the environment,
jobs, competitors, resources, etc.
Jazzmin Trull
Jun 3, 2012, 5:02:22 PM6/3/12
to westwood-a...@googlegroups.com
Commenting on your answer Luis's # 3, I agree everywhere you look somebody is trying to get you to buy something or even invest in it. No matter where you turn they are standing there right in your face. Shopping has really become a second nature to us, seeing a brand new pair of Jordan's or discovering a new product that says it can help get rid of acne. But at the same time too, I think we have control of it to an extent we are not going to let the consumer side effect the citizen side vice versa.
Jazzmin Trull
Jun 3, 2012, 5:04:00 PM6/3/12
to westwood-a...@googlegroups.com
Commenting on your answer Luis's # 3, I agree everywhere you look somebody is trying to get you to buy something or even invest in it. No matter where you turn they are standing there right in your face. Shopping has really become a second nature to us, seeing a brand new pair of Jordan's or discovering a new product that says it can help get rid of acne. But at the same time too, I think we have control of it to an extent we are not going to let the consumer side affect the citizen side vice versa.
reggie cliff
Jun 15, 2012, 11:26:12 AM6/15/12
to westwood-a...@googlegroups.com
On Wednesday, May 30, 2012 9:10:42 AM UTC-4, Mr. Josh Haycraft wrote:
> After watching the documentary "The Persuaders" on PBS (<a href="http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/" target="_blank">http://www.pbs.org/wgbh/<WBR>pages/frontline/shows/<WBR>persuaders/</a>) discuss the following questions:
>
> 1. What in "The Persuaders" surprised you? Name one new thing you learned
> once separate roles as consumers and citizens?" How would you answer
> Rushkoff's question? Given that the U.S. economy is based on consumer
> After watching the documentary "The Persuaders" on PBS (<a href="http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/" target="_blank">http://www.pbs.org/wgbh/<WBR>pages/frontline/shows/<WBR>persuaders/</a>) discuss the following questions:
>
> 1. What in "The Persuaders" surprised you? Name one new thing you learned
> about marketing or politics from watching the film. Name one new thing
> you learned about yourself from watching the film.
>
> 2. Advertising executive Douglas Atkins argues that purchasing branded
> merchandise now provides that same sense of belonging that was once
> provided by community institutions like schools, churches, civic groups,
> or fraternal orders. What provides you with a sense of belonging or
> identity? What role, if any, does marketing play in what you identify
> with or where you hang out the most?
>
> 2. Douglas Rushkoff asks, "What does it mean when we begin to merge our > you learned about yourself from watching the film.
>
> 2. Advertising executive Douglas Atkins argues that purchasing branded
> merchandise now provides that same sense of belonging that was once
> provided by community institutions like schools, churches, civic groups,
> or fraternal orders. What provides you with a sense of belonging or
> identity? What role, if any, does marketing play in what you identify
> with or where you hang out the most?
>
> once separate roles as consumers and citizens?" How would you answer
> Rushkoff's question? Given that the U.S. economy is based on consumer
> spending, is it patriotic to shop?
>
> You must also comment on at least two of your classmates answers!
>
> You must also comment on at least two of your classmates answers!
1. Something that surprised me was the constant flow of junk mail. The advertiser's plan all along was into dumping million's into these plan's.
The psychology studies and all the theories that go into a marketing plan.
Million's that's paid to these supposed marketing geniuses by guru's. It makes me wonder if any of them even went to school for this.
The exotic marketing ploy's to sell more merchandise.
One new thing I've learned about myself is that I was brainwashed sometimes to believe I loved something that I probably didn't like.
I learned that it's a lot of time and effort dumped into how the consumer will strategically buy something, from what is shown to them.
2. They are studying cult's and everything to hit certain people and cultures differently. like N.Y and D.C!
They usually use micro demographic studies, promoting some of the greatest athletes and thinker's in history. It tend's to clutter and become way to much or over advertised making you wonder is everyone suppose to buy one of these?
In our world it seem's consumer consumption is all that matter, is what I would say to Rushkoff, Douglas and to #39. As it seem's everyone is trying to control, all the thing's we buy.
reggie cliff
Jun 15, 2012, 11:29:44 AM6/15/12
to westwood-a...@googlegroups.com
reggie cliff
Jun 15, 2012, 11:33:28 AM6/15/12
to westwood-a...@googlegroups.com
reggie cliff
Jun 15, 2012, 11:38:34 AM6/15/12
to westwood-a...@googlegroups.com
On Thursday, May 31, 2012 2:34:33 PM UTC-4, Jazzmin Trull wrote:
> 1. One thing that surprised me was the fact that I never knew why I wanted to buy a product when it didn't benefit me in any way. Like going shoe shopping, I just found myself buying those shoes because I saw them on TV. One thing I learned about marketing was that there is a code behind everything and once you break that code you can sell anything to everyone. One thing I learned about myself is that I am in fact a persuader because I'm being constantly bombarded by all these advertisements and I see myself responding to at least a couple of them..
>
> </div>
> 2. I would have to save its the guarantee that the product can give me, that satisfaction that you belong to something in some kind of shape or form. No one wants to be an outcast so whether you realize it or not you belong to something.The role that marketing plays in what I identify where I hang around the most would have to be the environment itself, the weather, the people and even what event is occurring at that exact moment. I think all of these play an important role in deciding where I choose to be. For example, if I see someone getting arrested at the local park, I'm not going to be persuaded of going over there but yet I'm still persuaded into seeing what the person did or why the police pulled them over in the first place.</div>
>
> </div>
> 3. It means that you are building communication between the two in fact, when you are in your separate roles the two of you never meet. As a consumer, you merely just responding to the billion ads that you possibly see everyday whether you are on the internet, out on the streets, or reading a magazine. You are playing your role, far as for politics, consumer spending. According to Tim Mapes, "...Communication drives commerce not just making people feel good". But when you are a citizen, you provide very crucial insight to what is surrounding you by not responding to such ads, this is then what makes the marketing role harder on them. For example, "Song" they are trying so hard to get the new airline out there for you but yet their competitors "Jet Blue Airlines" keeps coming out on top. Putting them in a position, where they are trying to connect to you despite all the other ads that you encounter.
>
> On Wednesday, May 30, 2012 9:10:42 AM UTC-4, Mr. Josh Haycraft wrote:<blockquote class="gmail_quote" style="margin:0;margin-left:0.8ex;border-left:1px #ccc solid;padding-left:1ex">After watching the documentary "The Persuaders" on PBS (<a href="http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/" target="_blank">http://www.pbs.org/wgbh/<WBR>pages/frontline/shows/<WBR>persuaders/</a>) discuss the following questions:
>
> 1. What in "The Persuaders" surprised you? Name one new thing you learned
True most of the stuff seen is marketing brainwash.
> 1. One thing that surprised me was the fact that I never knew why I wanted to buy a product when it didn't benefit me in any way. Like going shoe shopping, I just found myself buying those shoes because I saw them on TV. One thing I learned about marketing was that there is a code behind everything and once you break that code you can sell anything to everyone. One thing I learned about myself is that I am in fact a persuader because I'm being constantly bombarded by all these advertisements and I see myself responding to at least a couple of them..
>
> </div>
> 2. I would have to save its the guarantee that the product can give me, that satisfaction that you belong to something in some kind of shape or form. No one wants to be an outcast so whether you realize it or not you belong to something.The role that marketing plays in what I identify where I hang around the most would have to be the environment itself, the weather, the people and even what event is occurring at that exact moment. I think all of these play an important role in deciding where I choose to be. For example, if I see someone getting arrested at the local park, I'm not going to be persuaded of going over there but yet I'm still persuaded into seeing what the person did or why the police pulled them over in the first place.</div>
>
> </div>
> 3. It means that you are building communication between the two in fact, when you are in your separate roles the two of you never meet. As a consumer, you merely just responding to the billion ads that you possibly see everyday whether you are on the internet, out on the streets, or reading a magazine. You are playing your role, far as for politics, consumer spending. According to Tim Mapes, "...Communication drives commerce not just making people feel good". But when you are a citizen, you provide very crucial insight to what is surrounding you by not responding to such ads, this is then what makes the marketing role harder on them. For example, "Song" they are trying so hard to get the new airline out there for you but yet their competitors "Jet Blue Airlines" keeps coming out on top. Putting them in a position, where they are trying to connect to you despite all the other ads that you encounter.
>
> On Wednesday, May 30, 2012 9:10:42 AM UTC-4, Mr. Josh Haycraft wrote:<blockquote class="gmail_quote" style="margin:0;margin-left:0.8ex;border-left:1px #ccc solid;padding-left:1ex">After watching the documentary "The Persuaders" on PBS (<a href="http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/" target="_blank">http://www.pbs.org/wgbh/<WBR>pages/frontline/shows/<WBR>persuaders/</a>) discuss the following questions:
>
> 1. What in "The Persuaders" surprised you? Name one new thing you learned
> about marketing or politics from watching the film. Name one new thing
> you learned about yourself from watching the film.
>
> 2. Advertising executive Douglas Atkins argues that purchasing branded
> merchandise now provides that same sense of belonging that was once
> provided by community institutions like schools, churches, civic groups,
> or fraternal orders. What provides you with a sense of belonging or
> identity? What role, if any, does marketing play in what you identify
> with or where you hang out the most?
>
> you learned about yourself from watching the film.
>
> 2. Advertising executive Douglas Atkins argues that purchasing branded
> merchandise now provides that same sense of belonging that was once
> provided by community institutions like schools, churches, civic groups,
> or fraternal orders. What provides you with a sense of belonging or
> identity? What role, if any, does marketing play in what you identify
> with or where you hang out the most?
>
> 2. Douglas Rushkoff asks, "What does it mean when we begin to merge our
> once separate roles as consumers and citizens?" How would you answer
> Rushkoff's question? Given that the U.S. economy is based on consumer
> once separate roles as consumers and citizens?" How would you answer
> spending, is it patriotic to shop?
>
> You must also comment on at least two of your classmates answers!
> </blockquote></div>
>
> You must also comment on at least two of your classmates answers!
True most of the stuff seen is marketing brainwash.
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