THE PERSUADERS
PBS’s documentary, The Persuaders, shows how brands persuade our consciences into thinking we NEED their product. Brands depict themselves as lifestyles and their products as identities. They pull you into the ads, tempting you with an image portraying how much “better” your life would be with their manufactured article in your world. A great example of this was Apple’s commercial for iPod/earbuds that came out in 2003. The ad portrayed black silhouettes dancing and singing with white earbuds in that were connected to their white iPods. Audiences all across America were able to identify with these faceless figures, pasting their own image upon the dancing people. They craved Apple’s product and the look it came with, a look that promised happiness through style. This false solution was bought by millions over the US, ultimately becoming a social construct. If you had the iconic white earbuds, you were cool, and if you didn't...you weren't.
Today, brands blur the lines of content and entertainment to depict their product. Companies such as Bud Light use puppies and ponies to sell beer or brands like Pistachio use iconic dance moves,the Gangnam style, to convince consumers to buy their food. Ultimately, you are watching a commercial that has little to do with the product, but appeals to you through pathos, creating a connection between you and the product in the ad.
Companies also use specific word choice to persuade you into buying their goods. Instead it just being a cracker, it's a snack that smiles back. Word choice is also essential to the political world and are used to portray one's idea while also convincing you to think the same. Word choice is advantageous for it convinces the audience to obey to the brands wishes.
Everything I have ever put down on my Christmas list or bought on my own, I felt as if I could not live another day without it. From mini me American girl dolls to iPads and AirPods I have been convinced by brands that this is the key to my happiness, but what I wasn't told was how temporary that happiness really was.
Today, brands blur the lines of content and entertainment to depict their product. Companies such as Bud Light use puppies and ponies to sell beer or brands like Pistachio use iconic dance moves,the Gangnam style, to convince consumers to buy their food. Ultimately, you are watching a commercial that has little to do with the product, but appeals to you through pathos, creating a connection between you and the product in the ad.
Companies also use specific word choice to persuade you into buying their goods. Instead it just being a cracker, it's a snack that smiles back. Word choice is also essential to the political world and are used to portray one's idea while also convincing you to think the same. Word choice is advantageous for it convinces the audience to obey to the brands wishes.
Everything I have ever put down on my Christmas list or bought on my own, I felt as if I could not live another day without it. From mini me American girl dolls to iPads and AirPods I have been convinced by brands that this is the key to my happiness, but what I wasn't told was how temporary that happiness really was.
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