Frontline: The Persuaders
by Rachel Dretzin, Barak Goodman
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DVD Cover Information
Director: Barak Goodman, Rachel DretzinBrand: PBS
DVD: Region Code 1
Audio: English (Unknown); English (Original Language)
Format: Color, DVD, NTSC
Picture Format: 1.33:1
Running Time: 90 minutes
DVD Release Date: 2005-02-22
Audience Rating: NR (Not Rated)
Studio: PBS
Movie Reviews of Frontline: The Persuaders
Movie Review: The selling of products, brands and politicians.
Summary: 5 Stars
While PBS is often establishment-friendlyAir Wars: The Fight to Reclaim Public Broadcasting, sometimes they take a radical look at the water we fish are swimming in. "The Persuaders" is a revealing look at marketing, and how often our emotions (often subconsciously) play a role in our product purchases. The first part of "The Persuaders" analyzes how we seek things like community and transcendence in our products. Critics like Naomi Klein No Logo: Taking Aim at the Brand Bullies are interviewed, as well as figures in marketing agencies and a marketing "guru" who seeks to understand the "reptilian" part of our brains. The last part of "The Persuaders" looks into how these marketing techniques have been employed by politicians. Republican public opinion researcher Frank Luntz is interviewed. He has had much success by reframing issues, such as changing the name of the Estate tax to the "Death" tax. Another successful rebranding campaign was to label the war on Iraq the War on Terror War Made Easy: How Presidents and Pundits Keep Spinning Us to Death.
Slowly but surely, people do develop an "immunity" to some of these emtionally manipulative psychological operations, especially when consciousness is raised about them.
Here are a couple other related resources to enable our intellectual self-defense from the "persuaders":
The Corporation
Propaganda and the Public Mind
PR! - A Social History of Spin
Adbusters, January/February 2009 Issue
Manufacturing Consent - Noam Chomsky and the Media
The Political Mind: Why You Can't Understand 21st-Century American Politics with an 18th-Century Brain
Consuming Kids: Protecting Our Children from the Onslaught of Marketing & Advertising
Summary of Frontline: The Persuaders
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