Leave You Wondering

“The Persuaders” will prove to be a real eye-opener for you if, like me, you have always envisioned a man or woman trying to come up with a clever phrase, sitting at a desk with a trash can piled high with crumpled papers. On one hand you may be amazed at the complicated process behind advertising, but at the same time feel almost manipulated at how much the “persuaders” try to relate to the public for the sole purpose of reaping benefits. What is most upsetting is that the video often leaves its viewers wondering if they’ve ever fallen into “their” trap. Did advertisers know what it would take to entice you enough to make you run out and buy a product? If so, what about the advertisement appealed to you? Many are left feeling almost violated at the thought that “they” were able to get inside their heads, push the right buttons, and as a result profit from their being gullible. The possibility that a stranger has had the influence to make people act in such a way is disappointing and leaves many people thinking that they fit into the “mass”.

Many people have probably seldom noticed advertising tactics before viewing this video, as well as tactics used in presidential or local government campaigns. The science uncovered in “The Persuaders” will leave you fascinated at the intention behind political strategies. This situation is similar to a reading in Edward L. Bernays “Manipulating the Public Opinion: The Why and the How”. He quotes “Through the application of this new psychology he is able to bring about changes in public opinion that will make for the acceptance of new doctrines, beliefs, and habits. The manipulation of the public mind, which is so marked a characteristic of society today, serves a social purpose. This manipulation serves to gain acceptance for new ideas.” Most interesting is his use of the word “manipulation”. For the majority of the time this word is used in a negative sense to describe an almost involuntary and unaware submission by a person. With this definition you may look at this quote in a whole new light and see that the attempt to public relation is for nothing other than profit, whether it is monetary or otherwise. This excerpt may also leave you questioning your past political votes.

Undoubtedly, there is an importance of advertising in order to have a successful business, but what you may find most disappointing is the limit that advertising has been taken to. Our society is so concerned with how it is perceived by others that it has forgotten what is essentially important. Being happy with one self is what is most important, but now one can not be happy with themselves unless they are accepted by others. This is what the advertisers have been attacking. Now “the persuaders” are going after the family life as a means to relate and sell. About a year or two ago there was a commercial advertisement for a “Hummer”. A young boy was being dropped off at a new school for his first day. He was nervous about whether or not he would fit in, and soon enough he gets out of the car and is walking toward the building past a group of boys when they say to him “nice car!” He turns and smiles at his mother who is sitting high in her Hummer, and then walks into the school with the other boys. As if buying the hottest toy wasn’t stressful enough for parents, now having a Hummer is being portrayed as a guaranteed way to fit in.

On one hand it’s easy to understand why it must be done, but on the other there is the wish there could be more sincerity in it. However, feeling violated, manipulated, and even disappointed at the thought that we’ve fallen for their tricks is to be expected. “Their” meaning anyone from political candidates you may have voted for to the advertising committees behind the brand names you may choose. All in all it is fair to say that just about everyone has fallen for a trap set by “the persuaders”.