Foltzwerk

PBS aired this epsiode, The Persuaders, of Frontline almost a year ago. It is a fascinating look at the current state and science of marketing.

In part 4, Clotaire Rapaille discusses our reptillian hot buttons of desire. Rapaille has told SUV makers to tint their windows and beef up the size of their vehicles because the reptillian code for SUVs is domination.

In part 5, Frank Luntz studies an audience to reveal how is clients should frame an issue to align with the desires of the target audience. Mr Luntz’s approach is effective and one of the resources behind Karl Rove’s ability to effectively frame issues to align with his political objectives. His research was instrumental in re-framing the estate tax as the death tax.

You can order The Persuaders dvd from PBS or watch the entire episode online for free.