The Persuaders Assignment: What In The Persuaders Surprised You?

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CAS 100A
QUESTIONS FOR THE PERSUADERS
And The Key to Political Persuasion
Watch The Persuaders Online (http://www.pbs.org/video/frontline-persuaders/) http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
Read The Key to Political Persuasion (https://www.nytimes.com/2015/11/15/opinion/sunday/the-key-to-political-persuasion.html)
1.What in “The Persuaders” surprised you?
2. In your view, what difference does it make to know that people today see much more advertising in their daily lives than people 20 or 30 years ago?
3. What kinds of information would you be willing to share about yourself or your family in order to: enter a contest? Get a discount? Get a phone? Use a credit card? Would you be willing to reveal your name, address and phone number? What music you listen to or your favorite snacks? How much your parents earn? What medications people in your family take?
What kinds of information would you want to keep private and why?
4. 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?
9. Advertising executive Douglas Atkins argues that purchasing branded merchandise now provides that same sense of belonging that was once provided by community institutions like schools, churches, civic groups, or fraternal orders.
What provides you with a sense of belonging or identity?
What role, if any, does marketing play in what you identify with or where you hang out the most?
10. 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?
Remember that “Frank Luntz doesn’t do issues, he does language around issues. He figures out what words will best sell an issue and he polls them and he tests them and he focus groups them and he comes up, issue by issue, with how to talk about it and how not to talk about it.”
11-13. Two phrases that Luntz introduced into debates over U.S. policies included “global warming” became “climate change” and he tried to get the “estate tax” changed to the “death tax”.
Is the phrase truthful or does it mask the content of the policy?
Which target audiences are likely to see the phrase as accurate?
Which target audiences are likely to see the phrase as misleading?
15. In the Key to Political Persuasion, did you think the adjustment in language to reflect the values of the audience was ethical or misleading? Why?
15. Give an example of someone who persuaded you to think or behave differently than you had in the past