THE PERSUADERS
Paper instructions:
The entire film may be viewed online here: http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
·Marketers are paid well to craft arguments to convince you to buy their products. Select one of the scenes depicting specific techniques used to sell. Explain the process used to create
convincing rhetoric to convince you to buy the product. How does language, specifically, play a role in this process? Please be specific and refer directly to scenes from the film to answer! This
should be around a full paragraph of response.
· In “The Persuaders,” marketer Kevin Roberts uses the term “love marks” to identify brands to which people are loyal even when devotion is not logical. Are there brands (or music) to which
you are devoted? When you stop to think about it, is your loyalty to any particular brand logical or a “love mark”? If purchasing a particular brand isn’t logical, why would you (or other people)
do it? Please use complete sentences. This should be around a full paragraph of a response.
· Political consultant Frank Luntz tells his clients that, “80 percent of our life is emotion and only 20 percent is intellect. I am much more interested in how you feel than how you think.”
Considering that Luntz works to assist politicians in crafting “effective language,” contrast this with Thomas Jefferson’s notion that democracy requires an “informed citizenry.” What is the
potential impact of Luntz’s political strategy recommendations on the health of democracy? That’s a big question, but consider the “big picture” here when it comes to political language.
Please use complete sentences. This should be around a full paragraph of a response.
·Rushkoff says that political strategist Frank Luntz” has built his career on a simple idea: It doesn’t matter what you want to tell the public, it’s about what they want to hear.”
Do you think the phrases that Luntz develops to “sell” political positions help clarify the issues or mislead voters? Explain your response in detail, please.
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