"The Persuaders": a Reflection as a Marketing Major Essay

2092 Words Feb 21st, 2012 9 Pages
“The Persuaders”: A reflection as a Marketing Major The Persuaders (2004, directed by Douglass Rushcoff) is a documentary with a hard eye on the multi-billion dollar advertising and marketing industry. They examine the subconscious and psychological techniques behind advertising and marketing developments. The documentary also determines how these new methods of marketing influence us, our desires and our self-image, finally theorizing on the future implications or repercussions of the influential forces that are constantly at work.

I was very excited when we began watching this film in class, I’m a marketing major myself, with little to go on with what my future will hold, so the film was fascinating to me, it had me reflecting on
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Despite my previous feelings towards the subject, what Rushcoff had to say about the marriage of marketing and politics was legitimate and sustained with evidence. Rushcoff talks about how easily they can manipulate the image of a candidate, everything from the cut of his hair, to the scuff on his shoes, so that the public sees what they (the marketers) want them to see, so they may be elected into office and then keep that power. Just like the way they would sell a product, marketing can also sell a man (or woman) and put him in power. But of course, what is advertised may not be what you really get and the population is coddled and pacified with other media to keep them occupied.

The film has certainly changed my perspective on marketing, I wanted to use my creativity and ideas on the world and still get paid for it, I was also told by several people I revere that I’d be ‘really good at it’, whatever that may mean. I used to think that people were telling me I was very creative, and could use it towards business. But now I’m not sure if marketers are just people with degrees in manipulation, I don’t want to be like that, a bitter old business woman with only an eye for profits, regarding the consumer masses as sheep. But nothing bothered me so much as Bob Garfield’s (Columnist ‘Advertising Age’) response to Rushcoff’s classic question of advertising
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