The Persuaders

I've recently watched the film "The Persuaders" in my Advertising & Imagery class. This film gives your a peak into the world of the advertising industry. It focuses on how the industry has changed in today's age and the immense competition between companies to had their ads break through to the public and turn ideas into success.

While observing this film two parts really sparked my interest. The first was Andy Spades work with a company called Song Air. The ad campaign created by Spade and produced by Song Air a sub-company of Delta Airlines didn't even focus on the flying in a plane not even showing a plane in their commercials. Instead it was aimed to build a lifestyle brand where Song would be considered a part of a person fitting into their lifestyle. It was a huge gamble producing ads that didn't focus on flying and instead the happiness of people and trying to make a connection between people and the airline. More information on song airlines can be found on Wikipedia or on Delta Airlines website.

This other portion of the film I found to be very interesting was the Clotaire Rapaille discovery to find a  consumers hidden desires and how use those when creating successful ads to create a successful brand. The process is highly secretive and worth a lot of money to the process itself was not discussed but it was still an interesting part all the same. The idea that one can discern ones inner desires and use that to make their products produce a feeling of luxury to the consumer is amazing. He focused on the idea of luxury and how it affects consumers, I find myself agreeing that understanding the term luxury and what it means to people can definitely help create success.

The film the Persuaders was very interesting and I highly recommend it to anyone who takes an interest in the field of advertising. It offers great insight and a taste of the changing world in this day and age. What worked in the past is becoming increasingly obsolete and its refreshing to see how new ideas and concepts are being applied.