The Persuaders

The Persuaders is a great documentary that delves into the world of media and advertising. It first approached the topic by discussing how advertising functions today and one of my favorite quotes from the piece sums that idea up nicely: “Every effort to break through the clutter is just more clutter.” The idea that advertising creates this mass of information that a consumer must sift through to find what they are looking for feels incredibly accurate, and as that clutter builds, ads are becoming more and more outrageous and innovative.

One particular advertising campaign The Persuaders followed was that of the airline, Song. Song is a subsidiary of Delta airlines opening in one the worst markets at the absolute worst time. And yet the team surrounding Song was determined to make it work through advertising. What I found most interesting about the piece was how they geared it towards women. They highlighted comfort and minimal stress while flying, with the inclusion of a TV for every passenger and other such commodities. I felt that the language surrounding the company was a bit cult-ish, which is, as The Persuaders later discussed, kind of the point. Researchers have found that making a brand almost cult-like will garner a loyal following that will then attract more people who, ultimately, only want to be included. And yet Song did not quite have what it takes. Their advertising seemed to not go so well. Many were confused by the TV ad and did not know that Song was an airline at all. A mistake many companies make is overt product placement. Shoving a product in consumers’ faces is too abrasive and can send prospective consumers running, but Song’s approach of almost no product placement had just the same effect.

Overall, I really enjoyed The Persuaders and how it depicted advertising and its role in today’s society, though it did leave me questioning whether advertising is for the public’s benefit – to inform and teach and assist – or simply to hide the truth and entice idiots to buy products they don’t need. 

Comm406 Favorite Ad

 

#MyJihad is an ad campaign that first caught my attention because of my newfound interest in Indian culture, religion, and the disputes therein. An Indian cinema course I took last semester opened my eyes to the reality of Islam and the often wrong stereotypes surrounding the religion and those who practice it (Muslims). #MyJihad is aimed at "Taking Back Islam from Muslim and anti-Muslim extremists alike" through several different media types, their foremost being bus ads in major cities such as Chicago, New York City, and San Francisco. Those behind the campaign are also reaching out on Twitter by asking their followers to tweet and retweet their Jihads with the hashtag MyJihad. Their goal is to have their voices heard in order to educate those who believe that Jihad is something claimed and used by extremists only. #MyJihad can also be found on Facebook and YouTube. They also have live speaking events and other initiatives.

Jihad for a lot of uneducated people, particularly following the aftermath of September 11th, 2001, was seen as a negative word used by the terrorists, but for most Muslims, Jihad (translated: "struggling in the way of God") is a way of looking at life's struggles as something to overcome through peace, compassion, goodness, and passion. Muslims, like many who practice religion (and even those who don't), use Jihad as a reason to fight against the obstacles life gives them, whether they be loss, debt, injury, or relationships.

#MyJihad is being recognized by big leaders of the Muslim community, like Imam Mohamed Magid, the president of the Islamic Society of North America, the largest Muslim grassroots organization in North America. There are also many other Jihad-positive campaigns and organizations like #MyJihad, though #MyJihad is the first to really make a public statement through media, like the Grameen Foundation, Celebrate Mercy, and Sabeel Pantry.