The Persuaders

1. Where are we headed? What's the future? What are your thoughts on how far the techniques of persuasion might go?

In some ways it appears that advertising techniques are moving in the same direction as consumers are. Today, consumers want customization. They want options on every product, they want to be able to tailor the product to fit their exact wants and needs and companies are complying. Never before has there been such a plethora of options. Thus, it's interesting to think that advertising is really just complying with what consumers appear to want. Now, alongside all their customized products and services, consumers are receiving customized advertising. With companies like Acxiom which research, quantify and coordinate consumers into specific groups, corporations can create advertisements which directly target specific groups of consumers. We've moved from being able to personalize direct mail letters to being able to forecast buying patterns of consumers. So in some ways, it can appear that the types of advertising we receive is exactly what want, customized just like our car, iPod, insurance policy. On the other hand, that same hypotheses can be reversed. Perhaps consumers want customized products and services because they are so used to customized advertising.

I think customization of advertising will continue for some time. It appears to be working and if corporations use their demographic information tastefully I don't think there will be many problems. It's easy to think that the information these companies are compiling together is too personal and may be taking advertising too far because it's scary to think that people and corporations can know so much about you without you purposefully providing the information. On the other hand, what's so wrong with customized advertising? Now consumers are receiving ads for products and services they are actually interested in. Information is more readily accessible and available because consumers are more aware of its presence since it is information that pertains to their lifestyle and buying behavior. I suppose much of the issue has to deal with how much power of persuasion companies have over consumers. I think that because I grew up in the information age, with so much data available to me through the internet that I have a hard time understanding why some believe companies have such power in controlling consumers purchases. Thus, because people are able to easily research products and services and find information from outside resources and other consumers, the amount of power held by corporations is diminishing. Since they have less power, they have to create superior products and that is actually beneficial to consumers. And further, they have to be aware of who would actually be interested in their products in the first place. I think should this practice continue, it will actually decrease advertising clutter and provide consumers with valid information they would be accepting of and maybe even grateful for.

2. Is there something distinctive in the American character that makes us susceptible to this world of advertising and messages? "The Persuaders" program explores the idea that Americans are seeking and finding a sort of identity in buying/joining a brand. What is this about?

I think that as Americans we do feel the need to have a specific identity. Technically, we are a young nation of immigrants when compared to countries in Eurupe and Asia which have survived for thousands of years, and are thus still defining ourselves. We're a large country spanning five time zones, and encompassing deserts, beaches, mountains, and plains. With such a vast array of peoples and places, it is understandable that we feel the need for a strong personal identity. With the high prevalence of consumerism in our society it is also understandable as to why we turn towards brands and products to find that identity. Older, smaller countries already have strong identities and their people turn towards their history and their culture to assist them in defining themselves. The one thing that has transcended American culture from the beginning is the want for a better life. But wanting more is not enough of a culture for Americans to define themselves, it just leaves them wanting more. Thus, we turn towards products, services, brands and experiences to define ourselves.

3. What are the common elements in the persuasion/selling strategies of advertising and marketing? And how can we move about in this world with a degree of self-awareness as to what's happening, especially since all these messages are increasingly trying to move us to act and make choices on an emotional level?

Features tell, benefits sell. The act of persuading consists of providing enough information and reason for someone to change their mind to agree with you. Companies looking to persuade consumers must provide enough reason and information to get them to purchase their product over a competitors. However, every product is trying to beat out its competitor and will thus each have their own benefits, so companies must persuade consumers with emotion. Creating an emotional attachment to a product or brand is extremely profitable for companies. Making a consumer smile, or their heart rate to increase, or even shed a tear, will create an emotional attachment to that brand. Humans act based on emotions more than logic. As stated in the film, humans think and act on emotion eighty percent of the time, using intellect only twenty percent of the time.

Because companies are attempting to reach us on an emotional level more than ever before, it seems as though soon we won't be able to control our purchasing behavior eighty percent of the time. Realistically, this isn't practical. We are bound by limited resources. Thus, we are bombarded by ads trying to tap into our emotions constantly and are unable to act on them. I think what will result is emotional detachment from ads and advertising will as a whole become less effective. Being completely surrounded by ads on an everyday basis makes them less compelling. Studies already show that the presence of advertising clutter makes the ad dollar less effective and I think the overuse of emotional advertising will make them even less effective.