The Persuaders

**Read Persuasion Chapter in Book**

Watched "The Persuaders" in class, a PBS special?

Frontline Special with Douglas R.

"You cannot walk down the street without being bombarded [by advertising]"

Making Clutter? "Break through the clutter"

Consumers Develop immunities (like sprayed bugs)

Investigate: Song
an airline marketing plan, shaped a new brand for their old company (Delta?)
Song did focus groups and found a need for "Carrie"
"We want to create a movement"
Their ad campaign did not carry the message that connected to the audience brought by Spade.




Advertising when from what a product "DID" to what a product "MEANT"

"Polaroid isn't a camera...It's a social lubricant."

Nike: What pushes a person from a mere fan to a follower.
people "need to belong, and make meaning"
Psudo-Spiritual Advertising

Robert, of Satchi & Satchi, dubbed a title "Love Marks"


30 second commercials not cutting it??
So incorporate the brands into the content!!
If I were Starbucks, could you imagine what it would have done if the TV show Friends was housed in a Starbucks

America is willing to consume crap.

If you can tell it was advertising, then it didn't work.
You can't talk about brand. It needs to feel natural.
It's still ... Product Placement.

BMW films: entertaining, seamless

American Express webisodes.

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How do you Connect the people to the website you design?

RESPONSE on D2L:
Write it like a blog entry (250 words) put in D2L dropbox
Reaction to this documentary

- Entertainment & Advertisement 

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Mr. RaPillie goes for a more psychological approach to advertising.
People have no idea why they buy what the buy..but they make up something to justify it.
Hummers in Manhattan?!

People buy with their cortex, Give them a chance. Give them a break (oh we did a good job)

Had people write words that they associate with "Luxury"



Technique of Listening
Head to the public..
What is the language, facts, to make American's say: It's okay.
What words will best sell an issue?

"I am much more interested in How you feel and how you think."






Virtual Class Thursday (D2L)
- Blog assigment (see above)
- Read Lecture
- Do Design / Editing / Exercise