1. Modern Pipelines of Persuasion
Stuart Ewen
Chapter 9

2. Advertising? Product Orientation Business Product Design
Market/Consumers
No Promotion

3. Advertising? Sales Orientation Business Market/Consumers Product
Design
Promote/Sell

4. Advertising? Market Orientation Business Market/Consumers Design
Product
Product Sells Itself

5. Advertising? Sales Orientation Business Market/Consumers Product
Design
New Coke/New Taste
Promote/Sell

6. Advertising? Market Orientation BMW 4 Runner Business Desires Car/
MP 3/
Friendship
Desires
Car/
Feelings:
JOY
Business
Market/Consumers
Design
Product
Sells Itself

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. Pipelines of Persuasion
Polling and Democracy (187)
What are the implications of the rise of widespread polling on Democracy?
Pollsters as Public Messenger

13. Creating a Mood

14. Clean Coal?

15. Clean Coal? Who is America’s Power?
Who is American Coalition for Clean Coal Electricity (ACCCE)?