MUSEUM OF TELEVISION & RADIO SEMINAR SERIES, THE: DECODING THE MESSAGE: A PREVIEW OF FRONTLINE'S THE PERSUADERS {PUBLIC SHORT VERSION}
Summary
One in a series of seminars presented by The Paley Center for Media in New York (known at the time as The Museum of Television & Radio). This seminar honors a “Frontline” episode titled “The Persuaders,” which examines how advertising is affecting people and the world around them.
Host Ron Simon (television curator, The Paley Center for Media) introduces Rachel Dretzin (the film's co-producer and co-director), who offers opening remarks.
Dretzin then moderates the following panelists: Del Galloway (president & CEO, Public Relations Society of America); G. Clotaire Rapaille (chairman, Archetype Discoveries Worldwide); Douglas Rushkoff ("Frontline" correspondent and co-writer for "The Persuaders"); and Lance Strate (associate professor, communication and media studies, Fordham University).
The panelists discuss topics which include: the most challenging aspect of the current marketing environment; finding solutions to the growth of "relationship marketing"; the decline of the airline industry due to a refusal to act on consumer's wishes; and adapting to a media environment that's constantly in flux.
Questions from the audience then lead to a discussion of the following topics: the ethics of product placement in the entertainment world; why consumers desire automobiles with "an identity"; the success of "cognitive dissonance" in advertising: if word-of-mouth is still the most successful form of sales; whether a product's quality takes second place to its advertising campaign; the art of "seducing" the public; if marketers will answer "the quest for authenticity"; and
proposed regulations on children's advertising.
(This asset does not include the "Frontline" episode, "The Persuaders." It is part of the Paley's collection and may be viewed separately. See T:84757 for summary and credits.)
Details
- NETWORK: N/A
- DATE: October 26, 2004 6:30 PM
- RUNNING TIME: 1:18:23
- COLOR/B&W: Color
- CATALOG ID: B:84000
- GENRE: Seminars
- SUBJECT HEADING: N/A
- SERIES RUN: N/A
- COMMERCIALS: N/A
CREDITS
- Ron Simon … Host
- Rachel Dretzin … Moderator
- Del Galloway … Panelist
- G. Clotaire Rapaille … Panelist
- Douglas Rushkoff … Panelist
- Lance Strate … Panelist