Econ: The Persuaders, Wed. 11/10

Directions: Watch the video below and answer the following questions.

The Persuaders

http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/

Marketing Products

• In “The Persuaders,” marketer Kevin Roberts uses the term “lovemarks” 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 “lovemark”? If purchasing a particular brand isn’t logical, why would you (or other people) do it?

Marketing Culture

• Douglas Rushkoff asks, “What happens when advertisers assume the roles of our writers, journalists, and entertainers?” How would you answer him?

Marketing Politics

• 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.” 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?

OR

• “The Persuaders” points out that there are laws governing truth in advertising for products and services, but that “politicians can legally say whatever they want.” Should political ads be governed by the same kinds of laws that govern product ads? Why do you think there aren’t such laws?