The Persuaders

     Some things that I found surprising in the documentary, The Persuaders, were the way words impact us on an emotional level.  A simple adjustment of wordplay can affect the way we feel about issues and how we are sold on products and ideas.  I was especially fascinated by Rapaille and Luntz.  Their ideas were brilliant and mind blowing.  It was surprising to me to realize how people have actually been affected by words in advertisements.  I especially enjoyed Rapaille's view that Americans see cheese as "dead".
   
     As well as seeing the effects of words, many have also witnessed Narrowcasting.  A few years ago, many of my friends and I realized our Myspace accounts became bombarded with eerily personalized advertisements everywhere.  When you suddenly start to see an advertisement that pertains only to you, it may make you feel uneasy and paranoid.  It was almost as if someone was lurking around you, watching you, and trying to find exactly what ads you wanted to see.  When you know that barely anyone on Myspace could care about an obscure band you listen to, you feel as though you're being monitored.  This fear quickly dissipates when you realize that you just listed 35 of your favorite bands and your page was merely scanned to see what you may like.
    
     Song's approach to promote their airline would be ineffective today.  Based solely on the way I would see their ads, I wouldn't have thought twice about what they were or whether they were a better airline than any of their competitors.  They were definitely different, however they leave too much room for audiences to ponder why they matter or what they even are. 
    
     For example, when the models walked the streets with TVs strapped to their chests, they were still amongst the clutter when girls holding cutouts for a beer ad where right beside them.  This somewhat eccentric approach to promote the name immediately became ineffective because some other product was already doing it, and at the same time no less.  Song achieved what it set out to change, which was to stand out from the clutter.  They also failed to convey what their product was about while the beer ads were obviously about beer.
    
     The thing I found that may have been the most ineffective was the mall kiosk/store.  Many may agree that they would simply ignore a place like this in a shopping mall had they not known or even cared to investigate what it is.  I feel many audiences don't want to investigate a product when it's approach is as vague as Song's was.  Their approach almost dooms them to be ignored.  When your company and product becomes ignored, you immediately become part of the clutter.  I feel many audiences don't want to investigate a product when it's approach is as vague as Song's was.