The Persuaders

In today's world, we are all surrounded by advertising. It is such a normal part of our lives and sometimes we don't notice. In the film The Persuaders, Frontline analyzes how modern day companies break through the clutter of our society to reach customers. They put ads on the back of bathroom stalls, on our social media, on our clothes and on huge billboards we see while we drive. It is a constant competition to reach the consumers.

Madison and Vine is the relationship between the advertisement and the entertainment industries. It is common for TV shows and movies have products in their shows. If the viewers see the products in the show, then they will want to imitate the lifestyle and use the product. 

The biggest example I have seen of the Madison and Vine relationship is in the show 30 Rock. It is a sitcom about a TV show writer played by Tina Fey. The show is set at NBC and they use a lot of references. In the show, NBC is owned by GE and the sold to CableTown. Throughout the first couple of seasons they show a lot of different microwaves and make fun of product placement while actually practicing product placement. I think it was a trick. The Persuaders talked a lot about how the main goal of advertising is to get the viewer to convince themselves. The goal of making fun of product placement within the show was to have the audience understand that they were making fun of other TV shows. After this, the audience can think that they outsmarted the producers, putting them in a situation where they can convince themselves to buy the product. They believe they are on top of the world and want to buy the microwave as a reminder. 

Another example of product placement is in Keeping up with the Kardashians. When I noticed that all 300 members of the family driver slicked out-black Range Rovers, I was so happy for myself. I was so content for noticing such a small detail. After the episode, I found myself wanting a Range Rover. I realize I wanted a Range Rover because the Kardasians drove them.  I don't want to think of myself as someone who looks up to the Kardashians, but I think their show has had a negative effect to my world view. The reason I wanted a Range Rover was because I wanted to be like them even if I couldn't admit it to myself.

Persuaders taught me that a lot of what goes through the consumers mind is between subconsciousness and awareness. Consumers often think about their purchases in their heads which translates to their actions. I think a lot of it they don't even realize. If they see Oreos at the store, they might feel an intrinsic need to buy them but they do not now why. Little do they know it has a lot to do with the Oreo ad they saw 3 hours ago in a magazine that they enjoyed. Marketing experts have successfully broken through every barrier of privacy and self control to reach us. They put their products in our heads and we become the vehicles with the sole purpose to buy the product to pay their pay check.