"The Persuaders" Report on documentary for marketing class

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

Most advertisements involve some sort of emotional appeal: images of charming animals, humorous slogans, delicious food, attractive models. However, advertising’s goal—to convince the consumer to purchase a product or service—does not hold the same personal connection that a child’s persuasion of a parent holds. The lack of longevity and impersonal nature weakens its effect; therefore, emotional appeals are given higher legitimacy. Regardless, one may argue that certain aspects of advertising—like images of near-perfect humans—may detriment one’s thinking and expectations. However, this is not applicable to all, as the severity to which it affects one varies, and it does not directly relate to the legitimacy of emotional appeals, as the intents of most advertisements is not to nurture feelings of insecurity and

As humans one attempts to hold on to what makes us feel ecstatic and at peace and one looks for this to the ends of Earth because it is what makes one feel complete. Martin Lindstrom in the article,“Buyology”, observes and explains the connection between consumers and their emotions. Lindstrom uses the widely and popular Coca-cola and Pepsi rivalry to illustrate the connection, specifically analyzing the Pepsi Challenge. The Pepsi challenge was a blind test, in which people were given two cups and asked which one they preferred. To further support and emphasize his claim Lindstrom utilizes rhetorical strategies. With the use of ethos, logos, and irony Lindstrom is able to properly convey how companies focus on what

Frontline documentary The Persuaders discusses the spiritual transcendence and emotional bonds brands can form with today’s consumers. A vast majority of brands use emotional branding as a way to attract consumers into purchasing their products. Emotional branding is an appeal to a consumer 's needs, desires and emotional state. Brands use emotional branding by presenting consumers with advertisements that will create meaning and identity. Emotional branding is not about what the product is, but what it means to consumers. Eyeshadow advertisements “The Blushed Nude” from Maybelline New York and “Colorstay” from Revlon present similar products that create distinct emotional bonds with consumers by presenting images of women with distinct emotional desires. Desires of love, independence, and strength give rise to consumers to find an identity and meaning within the advertisements.

Companies use this technique to give their brands personality by using inanimate objects or animals and giving them human like qualities. Using anthropomorphism, companies develop brand loyalty. “Brand loyalty is built and strengthened by a company’s ability to create a strong emotional connection to a certain brand (Shaffer).” A strong emotional connection with consumers is an essential part of creating such loyalty because it is not an easy task to build brand loyalty. The consumer must build a certain amount of trust and emotion for the brand in order for them to fully be loyal to a brand. “Products are seen as having consciousness or a soul, an underlying defining essence analogous to a genetic code, personality, relationships, and

Advertisers persuade people into buying their products by making the advertisement appealing to the consumer. By relating alluring experiences that in most cases have nothing to do with the product at all. It is a psychological strategy that advertisers use to make the consumer believe that by buying the product they will be superior or they will get some kind of satisfaction out of it. Researchers have found a way to discover codes hidden in advertisements that make the unconscious mind want to buy the product. Advertisers relate the products to pleasurable experiences and they use emotional branding to make money.

Dramatic changes in the way audiences interact with organisations, mediums, and content has resulted in a commercial landscape that is vastly different to the commercial landscape of the previous decade. As a result of this, individuals surround themselves with valued possessions as they provide a sense of security and familiarity in a world which is otherwise fluid and constantly changing. In order to better reach these individuals, there has been a widespread adoption of emotional branding by advertisers, which connects with the audience at a subconscious level. But what are the effects, real-life implications, and ethics of emotional branding?

The most effective advertising supports and strengthens the unique, differentiating aspects of a product or service, infusing both the product and its brand with a unique, positive, compelling emption. Together, advertising and branding are powerful catalyst for motivating prospects to buy, as they seek not just the product features but the experience and often-intangible value that advertising portrays products as having (Rada, 1995). Exceptional advertising can traverse the entire spectrum of physiological, psychological, social and aspirational needs unifying them into a common framework that portrays a product meeting these diverse needs as represented in the Maslow hierarchy (Kleiner, 1983). The intent of this analysis is to evaluate here commercials including Mercedes Benz "Faithful", 2011 Harley-Davidson Sportster Superlow and Chevrolet "100 Years of Chevrolet- Then & Now".

Many consumers swear their allegiance to brand names. Branding is the marketing tool many companies invest in to become an in-demand product or service on the market. According to Ogden & Ogden (2014) “The use of branding has become more important because customers relate to a brand on an emotional and personal level” (p. 305). Marketers understand the relationship between consumers and an emotional bond with their organization’s product. Marketers use the relationship to drive their brand to gain recognition and acceptance. Recognition and

Examining a cluster of media communication in order to review common and unique approaches that the marketing industry utilizes was not something that crossed my mind to ever do. The task was not as easy as I expected when explained in class; but, it was interesting and seeing as though I have learned over the years through my other classes that the average American spends somewhere near 8 hours of their day watching television, the marketing industry has a big advantage using commercials to attract their viewers and manipulate them into purchasing and using or consuming the product they are delivering to them through the television screen.

As I’m driving down veterans Blvd in my small hometown, all I see are billboards to my right and left covered in ads. The windows to businesses are covered with ads in large print. While listening to the radio I hear advertising. When I walk in to the local grocery store there are salesmen with brochures who greet you and want a brief moment of your time. Ads are in my email. Businesses are constantly finding new ways to advertise their brand. Even marketers are advertising at the neurological level. Advertising persuades consumers to purchase their products. The product is labeled with a brand. We live in a world where consumers fall prey to buying a brand and not the product.

What does television, the internet, and the sides of public transportation buses have in common? Each one of these medium employ advertising to catch the attention of consumers. Marketing is a vast field that encompasses various topics from business to psychology. Social media, as well, has had an enormous and relatively quick impact on the field of Marketing. Social Marketing deals with the specific subset of marketing that encompasses campaigns designed around social causes and changing consumers’ perceptions about social issues. Phillip Kotler, a Northwestern Professor of Marketing, and Gerald Zaltman, a Harvard Business Professor, originally coined the Social Marketing Theory in 1971. The Social Marketing Theory has evolved over time

Marketing is the beginning of everything. An old saying states that ‘‘nothing happens until a sale is made,’’ and that is true. But until someone does some marketing, there is nothing to sell, and no premise on which to sell it. Marketing is the eyes and ears of the company, tuned to the customer, and to competition. It is the driving force behind new products, behind the promotion and advertising and all of the other communications about the new products. However, in today’s world of exponential growth of Internet and advancements in Web 2.0, Media Marketing is a