The interest is in the name...
The Persuaders is a 90 minute documentary in which
Douglas Rushkoff analyzes how the changes in marketing strategies are shaping culture and politics in the U.S. As you watch this program, you are given a look "behind the curtain of advertising." The viewer is given a short history lesson and witnesses the development of advertising throughout the years. Then, the strategies behind selling products comes to light. Suddenly, the world for a consumer is no longer what it is cracked up to be!
After brainstorming my thoughts on this documentary, I simply asked myself: "What did I find the most interesting about this film? What aspect of advertising really captured my attention?" It may be safe to say that what caught my attention is more than likely what sparked surprise and maybe even anger in other viewers: The advertiser's view of consumers.
The ways in which we consumers are viewed seems to be just as utterly disgusting as it is true. Why is it true? Their strategies work. Their products are bought! As you watch the documentary, you will see how the actions of these advertisers spark reactions in their directed audience. I don't know about you but seeing this game of cat and mouse really made me feel tricked. The big bow on top of this idea was this statement made at 4:34: "Consumers are like roaches. You spray them and spray them, and after a while it doesn't work anymore."
The ever-changing trends in what gains the attention of consumers is causing advertiser's marketing practices to reach extremes. As our needs and ideas evolve, so do the ways in which marketers try present new products and prove that they are what we need. However, you, as the consumer, should always remember what this film has proved: we are not people; we are sales.
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