The Art of Persuasion

In today's market-driven society, it becomes very easy to lose any sense of foresight and caught up in the moment if you're not being objective. The art of "the sale" has reached critical mass in American culture as corporations are taking up more and more space. For example, in sports media, broadcasters can't even fit room for another sponsorship: We've already fitted the stadiums with as many billboards as possible, and rather than be satisfied with commercials, we're seeing sponsorships of the halftime show or even something as inane as the call to the bullpen. It wasn't long ago that the Major League Baseball tried slapping sponsorships on their BASES because it could be used as advertising space (link).

Do we as Americans suffer some sort of susceptibility to these marketing strategies? In short, yes. While no consumer is a blank slate that mindlessly purchases whatever they're told to, marketing firms employ strategies that no longer sell a product. Because, generally, trying to sell a product almost NEVER works. So instead we are sold an experience, a status, or a community. For example, the success of Apple computers has nothing to do with the quality of the hardware being better, but rather, the image it fosters. Apple fans are notorious for being very clique-like as part of a vain hipster movement that believe it's countering the "suit-and-tie" culture of windows (as portrayed by none other than Apple themselves). So the point of the marketing here is selling counter-culture, and the community it fosters.

It's become increasingly difficult to ignore the ever-reaching arm of advertising in society. The only option for those who want to move with self-awareness is to stand aloof from any sales pitch they see. At the end of the day, if there's some product or sponsorship attached to it, cast it aside and purchase whatever you'd like.