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Persuaders

In this world full of products the market researchers and add campaigns spend millions/billions of dollars to come up with a new idea to persuade consumers and this is what is movie was all about. These days you can't walk down the street without having a peek at the ads that are surrounding you. If you are in the train the ads are around you, if you are driving all the banners on the parkways and highways, if you are on the bus, on the street, in the elevator, at the gas station etc. just because we have so many ads, it has actually increases the competition for the ad campaigns to some come up with creative idea to just to get our few second of attention. Marketers are coming up with outstanding ways to transfer their message into the world. In all these ads the major features that they use as the codes, colors, and use of language and how they all attract us is amazing.

            The market researchers are using their research in different ways to sell their products. First and the most important way the researchers are trying to sell their products is by creating an emotional connection between them and the consumers. Marketers are finding different methods to develop attachment with their customers. As the CEO of Saatchi says in the movie that gaining consumer's loyalty in the brand is not an easy task. A new product has to have something totally different with a story related to the product, which ends up making a contact with the consumer. It's just not about the product it's the psychology behind it which makes a connection to the consumers, such a connection which is not permanent. All these researchers are using computer experts to tract what we like or dislike and then use that data to promote their product on the online web pages. The movie really emphasis on data mining process and that helps these marketers to get consumers personal information, to see where they stand next to their product.

            CEO of Saatchi clearly say in the movie that what consumers want is and emotional connection towards the product. They want to connect themselves with the product specially the story behind the product. Movie basically shows that the brand that has a story behind their product and an emotional connection with their consumers are going to be the one's making a fortune. The example of Saturn cars company in the movie, how the company has invited their consumers to this vacation to the Saturn factory so that they can learn more about their favorite car. Here the Saturn company has created and emotional and mental bond with their consumers which is going to make them gain profit and brand loyalty.

            Because of an enormous competition in the market, market researchers are working really hard to see what could work best for their product. Most of the companies are very successful these days by creating that emotional bond for example Pepsi, Coke and Sprite. In the movie, they showed the connection between the rap music, politics and the sprite, which has attracted consumers since a long time. The new companies have to compete with such a competition and that's why we see so much of these add all around us it's like walking into an ad campaign these days. And these ads in my opinion are going to increase day by day. Since we have a way of ignoring those ads on our TV by the TiVo, the market researchers are finding other new ways to attract the consumers. This kind of technology is actually making researchers anxious and unsuccessful at some point but only for a few companies. Other companies are trying different ways to create a bond between them and the consumers.

Rushkoff emphasizes on how communication affect our culture and values especially through media. The market researchers are basically trying to find different ways to connect to their customers/consumer to gain product loyalty. They are coming up with stories behind the products that relate to almost every other person and they are also using signs and certain languages to attract and gain the consumers attention. Overall this movie surprised me by finding how badly we are covered in these ads and we don't even realize it sometimes because they are everywhere. These ads have covered us like a blanket and we are so used to of them that we only notice a few, which somehow tend to have an emotional and psychological bond with us.

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