The Persuaders

1.) Techniques in advertising have, and are going very far try to promote company’s products. With new technology there are even more ways for advertisers to get their points across. Companies want their audiences to constantly be thinking about them; the consumer doesn’t even always know they are being targeted to. Movies, and television shows constantly have their characters using or being around popular products, this makes the viewer think the particular item is cool, and feel like they need it. One example I think of is Apple. The popular Apple icon is seen on computers characters use, phones, and of course ipods. I think advertisers will continue to go further. Another thing they do, is make the consumer think that if they own a particular item they will then have aptitude in whatever the product advertises. Nike is an example in this, the ad in the film has a number of people working out in their clothes and looking as though they are succeeding. This is an extremely smart tactic they use, because everyone want a simple way to be the “best’” in a particular area.

2.) Americans all want to feel excepted and a sense of closeness with the products they use, advertisers know and build off of this. Products succeed when they make consumers feel a form of comfort and emotional stability. The film tells how Starbucks prides them on being all about community and a place to escape. Cheerios was also used in expressing this feeling of closeness, when a Grandmother got to spend time with her grandson on his first Christmas. Another thing Americans want is it be accepted. Although untrue, many people feel they will be accepted based on the material items they possess, advertisers use this, and only fuel to this misconception.

3.) A common element that marketers and advertisers use is to connect with the consumer on an emotional level. Chinet paper plates demonstrate this well in the film. The words; traditions, friends, and confidence all appear on plates on the commercial for the disposable plate ware. They want people to feel that by using their products they can have feeling, and memories. This is common among advertisers because they know this is something that consumer want in their lives. Audiences have to form self-awareness and be able to block out some of these messages that advertisers are sending. We have to teach ourselves to see what the actual product is selling, not the sometimes false emotions the advertisers are able to display.