The Persuaders Rhetorical Analysis

Persuaders Response Advertising companies constantly struggle with ways in which to differentiate themselves. “The more messages they create the more they have to create to reach us; it has led us to a vicious circle of clutter”. Companies strive to “break through the clutter”, which in turn just creates more of a mess. Companies use tactics such as guerilla marketing, an alternative plan to grab consumer’s attention. This method takes an “in your face” approach, something out of the ordinary. In “The Persuaders”, Frontline discusses such techniques and companies’ approach to influence consumers. Song is a new airline that was created as a breakthrough—to provide the consumer with more choices by making flying a more elaborate experience. In order to do this the airline hired Andy Spade to help differentiate advertising when targeting consumers’ heads versus their hearts. He used tactics such as lovemarks and guerilla marketing; he sent green men dressed up into the Boston parade and created commercials and advertisements
“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. Look, for years, political people and lawyers – who, by the way are the worst communicators – used the phrase "estate tax." And for years, they couldn't eliminate it”. The reason they could not eliminate this tax was that the public did not support estate tax. The word “estate” itself sounded as if the tax were solely directed to the wealthy. What the public did not understand was that estate tax is also “death tax”, or one that is taxed at death. The word estate was not understood, and, once clarified, “achieved the support of 75 percent of the American people”. The tax did not change; the word estate was simply clarified. Other examples of such clarification were global warming and tax