"Advertising wants to become the air we breath. It wants us to not be able to find a way outside of the world it creates for us." ~~Mark Crispin Miller, Media Critic ~~
The producers of the film "Merchants of Cool" developed the film "The Persuaders" which outlines how consumers are now being sold on products through the use of emotionalism, narrow casting and niche marketing. In order to cut through the tremendous media clutter, companies and advertising agencies are scrambling to find ways to get us to purchase things...anything and everything. Very much like Steven Baker's book, Numerati, this film explains the future of selling and advertising and how companies seek to differentiate, not just the brands but the audience. By playing on individuality, companies are inducing Americans to consume while reinforcing their emotional attachment to the brands. This film was made several years ago prior to the current economic crisis but it surely illustrates the direction that political and consumer advertising will be taking in the near future. Concepts discussed in the film range from product placements, creating brands as cultural meaning systems to language decoding and testing—all to sell us on political ideas or material consumption.
Watch the Frontline film online.
Printed Interviews:
Mark Crispin Miller
Naomi Klein on Brands
The future of marketing and advertising
Stay abreast of the issues of commercialism
Tuesday, March 24, 2009
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