This type of word association changes the connotation of something and can make anything sound reasonable. Global warming becomes climate change. Accessed May 23, The Persuaders Douglas Rushkoff. Therefore, marketers need to market to only those who really want to hear the message, and to get those people that hear that message, to have an emotional response to it.

From the advertisers standpoint it is important to create a culture around the product because the essence of a culture is that the consumer believes it is real. With so many messages being transmitted through the media, the line between what is being absorbed and what is not has become blurred. In this documentary, PBS uncovers the evolution of marketing. One issue highlighted is the choice of names for government policies and congressional bills. We’ll occasionally send you account related and promo emails.

This is very appropriate because it allows marketers to screen messages and give a consumer only what they want to hear. Students will consider and in some cases re-name landmark laws or policies. The messages of the future will be tailored for and aimed at the individual more than the masses.

the persuaders pbs essay

It was written by Dr. Moreover, it is in the interest of the consumer. One issue highlighted is the choice of names for government policies and congressional bills. The Persuaders Douglas Rushkoff.

A frame of reference, a pretext for reality, or an essentially targeted flow of perrsuaders — in whichever form it may appear, advertising creates the world we perceive as feasible. Not limiting your product scope.


Because of the disappearance of a traditional culture, and certainly in the interests of the advertiser, the unrealized deeper instincts are increasingly catered prrsuaders by the advertisements, and finally — by the products. How about make it original? Marketers are targeting consumers in a way that tries to get consumers to have emotional experiences tied to products.

Teachers Guide – The Persuaders | Teacher Center | FRONTLINE | PBS

Few brands achieve this, yet some examples of products which have gained such a following are the iPod, the iPhone and the MacBook, all products conceived by Apple. In the few following paragraphs it will become clear how advertising will help the consumer. In essence, Apple in its organizational structure is a set of brands. They tried to forge a real connection with women.

The Persuaders

He looks for those words that get you to act on an emotional level. Each of these items associates with strong emotions.

the persuaders pbs essay

This is true for consumer advertising and political advertising alike. There is a large amount of date available on every person, and this information, for a price, can be ewsay to marketers to tell them, what you like to do, your tendencies.

More of than not they are brands associated with a certain lifestyle or passion: Sorry, thee copying text is forbidden on this website. We use cookies to give you the best experience possible.

One of the ways to break through the clutter in advertising is to create meaning through emotional or spiritual branding. Their brands are effective in cutting through the clutter of advertising because they have te a part of the culture — they are real.


the persuaders pbs essay

Getting through the clutter is difficult. Focus Groups — Simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic. Hi, I am Sara from Studymoose Hi there, would you like to get such a paper? This type of word association changes the connotation of something and can make anything sound edsay.

Transcript | The Persuaders | FRONTLINE | PBS

With new ways of explaining the deeper needs of the consumer, researchers such as Clotaire Rapaille are beginning to make sense of how advertisement may have all the properties of a cultural entity. Global warming becomes climate change. For both, the appeal of advertisement lies in its cultural freedom, its power to break down traditional borders, and finally — its accepting stance towards the consumer.

How about receiving a customized one? A profile of Republican political strategist, Frank Luntz, asks whether changing language according to focus group preferences clarifies or clouds the issues.

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