Watch the Frontline documentary The Persuaders.
respond to the questions.**NOTE: Read the questions before watching the film so you will know what kinds of ideas to look out for.
Your primary post should be at least 275 words (not including question text)
Identify an advertisement for a product or political issue in “The Persuaders” that uses suggestion effectively. Describe how language contributed to the ad’s persuasive appeal, and whether or not you found it effective. If the ad you selected included details about how it was developed (for example, a focus group or marketing campaign covered in the program), describe how the ad’s creative team developed the suggestive tone
Contrast the concept of reification with the marketing research done by Dr. Clotaire Rapaille on behalf of luxury brands. How do unconscious associations Rapaille asserts are part of our “reptilian” brains affect the way those items are marketed to consumers?
Describe the different ways that emotion is emphasized as a marketing tool by different professionals interviewed in “The Persuaders.” How does emotional language operate as a persuasive tool?
Earlier in the semester we discussed how the methods of critical listening and Socratic questioning described by Aristotle are valuable skills to use in becoming a more effective critical thinker. How does political strategist Frank Luntz use the methods of questioning and listening? Are the goals of each the same, or are they different?
How does Luntz apply his findings with regard to language? Do you think he is using or misusing language? In other words, do you find his methods to be using language to manipulate consumers, or to help them? Why or why not?
Respond to at least one of the following questions for discussion:
Describe a situation in which you have been confused by vague or euphemistic language, in a legal document for example, or in an advertisement, voting booth, or in a personal relationship. How were you able to get clarification, if at all?
Are there any products that you feel a deep loyalty or love for? Why or why not? How does the language of advertising contribute to your choice to purchase an item or service? Do you think your emotions have ever been manipulated by advertisers or corporate brands? How did it affect your decision-making ability?
The Persuaders – Video – Films On Demand (oclc.org)
The Persuaders | FRONTLINE (pbs.org)
