The Persuaders: emotions and identity

     As mentioned in a previous blog post, my wifi router was temporarily out of service. Interestingly enough, an advertisement for that same system popped up on my Quizlet as I was furiously cramming for my AP bio test. At first I thought it was a coincidence, yet I remembered companies purchase search history and utilize the information to customize the ads we see. Less than a day after we purchased a new wifi system, Quizlet had already discovered I was in the market for a new internet system, meticulously crafted an ad, and displayed it on my mobile device.

     This was a concept that was touched on in PBS’s “The Persuaders.” Much of this video revolves around advertisements, as it describes the complicated maze companies must weave through in order to sell products to consumers. This video was produced in 2004, over 10 years ago, but there is no doubt advertising and marketing has become as difficult as saying afloat a treacherous storm.

    The part of the film that truly opened my eyes to the advertising industry is the importance of creating an emotional connection with their consumers. Under this umbrella are the ideas of Frank Luntz and “lovemark.”All people are in a constant battle beteeen their heart and their head, yet I feel as though most people are driven by their emotions instead of rational thinking. Granted, there are exceptions, however I feel as though all people have varying degree of emotion that are taken into consideration one way or the other. The part that makes advertisements so effective is the emotional loyalty and devotion toward one particular brand. The more one feels for or toward a product, the more likely they are to purchase that product.

     Another part that is applicable to our lives today, despite its release in 2004, is the way certain products provide a sense of identity. This is especially relatable in high school where students are weaving through a sea of hormones, social pressures, and expectations. As we juggle the overwhelming shadow of college, extracurriculars, and grades, we struggle to figure out our own identity and who we are as a person. To say the least, identity and self confidence play a significant role in our everyday lives.