those crafty persuaders...whatever will we do with them?

It's pretty intense how seriously these advertisers take themselves. I suppose that's a good thing though--you're supposed to put your heart and soul into what you do. They've been dealt the persuasion card, so they might as well make the most of it. I loved the way the film was so in-depth with the thought processes and approaches of the different people involved in projects like the Song development or the "code". They dig deep into their task and try to expose every possible aspect or outcome that they can when it comes to getting into the minds of those they're trying to reach.
It was interesting to bring to light the fact that advertisers are the clutter--you can't go three feet in a city without having twelve different companies screaming at you, pleading for your attention--but each is trying to break out of it as well. They are trying to stand out while trying to remain ambient enough to be considered a natural part of the atmosphere. They're basically going for the fly [that is more like the priceless work of art that you can't help to be drawn to] on the wall approach. But the catch with it all is, we're buying into a huge undercover cult! We all have a longing to belong or have an identity, and advertisers, being the rascals that they are, use this to their significant advantage.
They think they've got us all figured out, and barge through our televisions and computer screens like they have every reason to be there, but like the film said, underneath that self-confident surface of advertising there is anxiety. They need to not only catch your eye, they need to hold your attention and the successful venue for that aim changes all the time. The right image, the right word, the right music all must be collaborated at the right time to achieve the desired action of the consumer. And since humans are fickle, and most are post modernists trying to find any and every new approach, their emotions change constantly, so holding someone down to your product is quite a challenge (especially if one believes that 80% of our life is driven by our emotions and only 20% our intellect).
Hey, at least their job never gets mundane!!