Modern Pipelines of Persuasion Stuart Ewen Chapter 9
Advertising? Product Orientation 2 Business Product Market/Consumers Design No Promotion
Advertising? Sales Orientation 3 Business Product Market/Consumers Design Promote/Sell
Advertising? Market Orientation 4 Business Market/Consumers Product Design Product Sells Itself
Advertising? Sales Orientation 5 Business Product Market/Consumers New Coke/New Taste Design Promote/Sell
Advertising? Market Orientation 6 Business Market/Consumers Product Desires Car/ Feelings: JOY BMW Desires MP 3/ Friendship 4 Runner Design Sells Itself
Pipelines of Persuasion Media Structures: Consolidation of Ownership (176) Beginning in the 1920s, the institutional structure of the mass media began to change in the US. In the place of smaller media outlets, larger, national media corporations began to emerge. Result: The standardized of perspectives, wiped out regionalism and provincialism.
Pipelines of Persuasion Media Structures: Consolidation of Ownership (176) The effects of this consolidation of ownership and standardization of the messaging can be seen most clearly in the Newspapers and Radio. Both Newspapers and Radio advertise commercial products and political ideas.
Pipelines of Persuasion The Scientific Study of Public Opinion (181) At the same that advertising was transforming Newspapers and Radio, social scientists and other researchers began to developed sophisticated new instruments for measuring and describing the contours of public opinion. Rise of Social Science Surveys Though surveys had been used before, they began to be widely used in the 1930s to gauge public opinion. One particularly significant sub-field of polling was market research.
Pipelines of Persuasion The Scientific Study of Public Opinion (181) Market Research Systematic research on consumer buying patterns and habits. Such work was pioneered by the Harvard Business School in the 1980s and the AT&T. Example: AT&T: Market Research as PR (183) ATT&T understood that measuring trends in public opinion could help them both market their products and shape public opinion.
Pipelines of Persuasion The Scientific Study of Public Opinion: From Academia to the Business World (183) The Psychological Corporation: Its objectives was to apply “methods of behavioral psychology to the needs of American business.” New Psychology: (184) Whereas the traditional goal of psychological analysis had been to understand how people think. The goal of new psychology was to understand how people act, specifically, “what ads are most effective at getting people to buy” something.
Pipelines of Persuasion Polling and Democracy (187) What are the implications of the rise of widespread polling on Democracy? Pollsters as Public Messenger
Creating a Mood
Clean Coal?
Who is America’s Power? Who is American Coalition for Clean Coal Electricity (ACCCE)?