New Site Purpose!

Starting next month I will be posting monthly book reviews on Scribble Scrabble Scritch Scratch! I  am reviewing these books from a Christian worldview and will rate them on a onjective rating scale as well as give my opinion of the book. Stay tuned!

News Release Homework

Mountain East Medical Center Department to Acquire New Head.

The purchasing department is announcing new leadership.

Johnny Toler will become the new purchasing department head for Mountain East Medical Center. Toler started as an assistant druggist at the hospital 13 years ago. Toler has since worked hard to make it where he is today. His predecessor, Bob Wilkinson, faithfully served Mountain East Medical Center since 1975.

Wilkinson and Toler worked together through times of change and improvement to the hospital. Their steadfast work has not gone unnoticed by the Mountain East Medical Center authorities.

"Bob's abilities will be greatly missed at this hospital, but I know Johnny Toler is a person we can all depend on to do whatever is necessary to keep his department going. I have great faith in him and in this hospital,"  hospital administrator Harry Illscott said.

Toler has helped head the purchasing department at Mountain East Medical Center since 1978. Toler is confident that the change of leadership will not compromise the quality care provided by Mountain East.

"This hospital means a great deal to me and my family, and I will give my best efforts to making our purchasing department the best. I learned from a fine man--Bob Wilkinson--and I hope I can continue to build on the foundation he established." Toler said.

Toler and his family have strong ties to Mountain East Medical center. Toler’s wife, Carolyn Toler, is the head of the gynecology department at the hospital. The Toler family has two children.Toler's background in pharmacy aids in his abilities to tie medicine and financial interests together.

Mountain East Medical Center

Mountain East Medical Center is a privately owned hospital located in the foothills of Virginia. The hospital was founded in 1929 by Dr. Sibley Hartman. Dr. Hartman wanted to create a medical center that cared for the local people because it was run by local people. Mountain East Medical Center is dedicated to providing top quality medical services as well as make connections with people.

Three Things I learned from Michelle Wright

I learned a lot listening to journalist Michelle Wright. Here are the top three things that I took away from her 9 a.m. talk.

1. Ask a lot of questions!

      Wright started as an inexperienced intern. Asking questions was how she learned, got better and moved forward in the business.

2. Be natural

      Wright related a story about being perfect and unnatural her first time on camera. Her producer did not mention her lack of mistakes but did notice her awkward perfection. Being natural helps you to relate to the audience.

3. Life is about people

    Journalists sometimes want to emphasize what has happened and how. However, Wright stressed that people and their stories are one of the most important things in the news.

Blog Critique of "The Persuaders"

How inebriated with advertising is our culture? What are companies doing to get us to buy their products and are we falling for it?

These are just a couple of questions that the documentary "The Persuaders" covers. The documentary opens by reminding viewers how advertisements have taken over much of our lives. Not only are they in prominent places like buses, billboards and buildings but also in less public areas like online, in movies and television.

"The Persuaders" suggests that because advertisements are all around us, consumers are beginning to ignore them altogether. Every ad that is created only adds to the clutter that companies are trying to reach through to get to consumers.

Throughout the documentary, viewers are essentially shown ways that companies are attempting to break through the clutter. Companies spend millions annually hiring experts to help them effectively showcase their product.  Each advertising expert that "The Persuaders" interviews have varying techniques that they are sure will break through the clutter in a positive way.

One of the first companies "The Persuaders" shows is Delta Air Lines Inc. and their--at the time--new, low-cost branch"Song". The advertising expert Delta hired, Andy Spade, was intent on finding the "ethos" of the campaign. This approach to advertising is aimed more at the heart than the traditional aim at the head.

The emotional connection that companies are trying to create with consumers is often almost cult-like in appearance. Researchers and consultants in "The Persuaders" attempt to create a "meaning system" through their brand. Brands want us to think that their product will somehow fulfill us not only a physical level but a spiritual level.

This sort of advertising needs to make us stop and think. The fact that companies find success in emotional advertising shows us that we have a spiritual need. Originally created by God, this need is for Him alone. Only God can satisfy us (Psalm 145:16).

When we do not fill this void with God, the world is all too eager to use this void for its own benefit. Hence, the creation of ads that appeal to us because of their "emotional satisfaction factor. We all know that we are being advertised to. However, are we aware that, no matter what persuasion tactics are used, the products cannot give us what we truly need?

Personally, the Song advertisements were not highly appealing. The commercials and launching parties for Song were pleasant but failed to urge me to travel with Song or relate to me the airline's low cost. However, one reason I may not have been drawn to Song's advertisements is because I am not in their target audience.

"Carrie has three children and a husband, they both work, they have a SUV and a sports car; Neman Marcus credits cards but she shops at Target. She has a propensity to read high end literature but she finds guilty pleasure in People magazine and she doesn't have an airline," a Song representative says on "The Persuaders."

Carrie represents the narrowcast audience that the airline is targeting. According to "The Persuaders," narrowcasting has become more and more relevant in modern day advertising. Companies are no longer advertising to audiences as a whole. Instead, they are targeting specific groups with specific ads.

With the World Wide Web and electronic databases it has become even easier for companies to find and create ads for small demographics of people. "The Persuaders" is quick to mention that not only demographics are targeted but more importantly psychographics. Psychographics are groups of people who think, act and believe similarly instead of relying on more physical aspects.

"The Persuaders" explains that the Acxiom Company is one database that stores data about us by using our electronic history. Acxiom then sells the data to companies that in turn use the data for advertising purposes. It is frightening to know that companies watch our every move online just to appeal to us specifically.

This information is why you get sidebar ads on Facebook that look half appealing because those companies have seen your tendencies on the internet. Of course, no system is perfect and you might wonder why you are watching a diaper commercial on YouTube when all you did was go to a baby name site to see what your name meant.

Narrowcasting seems to be a highly effective way of advertising and many companies and even politicians have picked up on this practice. "The Persuaders" shows how the 2004 elections were heavily influenced by narrowcasting ads from politicians. The video says that narrowcasting is effective in part because politicians can showcase an inflammatory issue to voters who are on their side and can downplay that issue and raise another, more agreeable topic to voters who are not.

This narrowcasting works well for advertisement companies but has a disconcerting implication for our society. We seem to be living in "different virtual universes" according to Ohio State professor Peter Swire. Swire thinks that these universes keep us apart in a good way. He says that these universes enable us to avoid “dealing with facts that go against our worldviews” and “confronting the other side.”

I disagree. If we are separated into demographic groups and political niches, we risk advocating something we are against because we did not receive the entire story around a politician, product or cause.

Even after all the research that goes into discerning demo and psychographics, there is still the task of successfully appealing to these groups. "The Persuaders" glimpses at two experts in appealing customer. One was interested in subconscious pull towards products and the other in words that drive consumers to take notice of a company.

"The Persuaders" shows advertising expert Clotaire Rapaille giving his advice to eager customers. Rapaille thinks that one must reach the "inner reptile" to truly appeal to whatever psycho or demographic the company is after. Rapaille's theory is based on the thought that we have a primal instinct that we relate to different products. For example, we associate luxury, comfort and quality with high-end cars so fuel efficiency, carbon footprint and cost don not need to be emphasized as much in the advertisement.

The other expert, Frank Lutz, is prominent in political circles for his use of words and attitudes from the "man in the street". Lutz uses techniques like focus groups and polls to gauge the effect of words on listeners. Then, he uses the words which where seen as positive by the majority of listeners in his campaigns. Lutz says that one of the most important thing advertisers can do is "heed the public will."

One thing that most of the public shares is a propensity for television and movies. In the past, companies have used television commercials and celebrities to advertise their products. However, "The Persuaders" reminds us that the invention of recording devices has severely cutback our obligation to sit through traditional commercials.

To confront this problem, advertisers have created product placement and even product centered entertainment for our viewing pleasure. While some experts say consumers will revolt at the mixing of entertainment and marketing, many companies have used product placement with good results. This approach, when it is done well, is one of the most effective ways to reach consumers. "The Persuaders" mentions many television shows and movies that have used product placement to varying degrees of success.

These productions include:

• I am Sam (2001)
• Cast Away (2000)
• Sex in the City (1998)
• The Contender (2005-2007)
• Survivor (2000-)
• The Last Ride (2004)
• BMW Films
• American Express Webisodes

American Express marketing officer, John Haymes, says that product centered productions have had so much success because consumers want to be entertained. I find that subtle product placement often does have an effect on how I think about purchases. Though I do not watch a lot of American television, I have taken a liking to popular BBC shows such as Sherlock and Doctor Who. 

These shows have influenced me with product placement before I thought about it. One product placement success happened when I was getting ready for college. Leaving home usually holds a multitude of new purchases. One of the items on my list was a computer. 

My father and I researched many brands and models in an attempt to find a low cost, reliable computer. However, there was only one computer that I really wanted: a MacBook Pro. 

Why? Much of the reason had to do with product placement in my favorite television show, Sherlock.

Sherlock Holmes with many MacBooks

John Watson with Sherlock's MacBook

Why did seeing multiple MacBooks on Sherlock compel me to buy one? I think it is because Sherlock Holmes is portrayed as smart, keen and high caliber. Thus, his computer must be the same way.

While I appreciate and understand the high effectiveness of product placement and product centered entertainment, I do agree with some interviewees on "The Persuaders" who maintain that consumers do not want their entertainment and marketing intertwined. It is saddening to know that some creative shows and movies are solely produced to sell us something.

Short, funny viral video ads are convincing and obviously product centered. I think these videos are entertaining and also effective in advertising. That being said, I understand companies need for product placement in full length movies and shows but am not completely convinced of the quality and effectiveness of product centered productions.

As Christian consumers, we need to be aware of the constant appeal to materialism and pleasure that advertisements give.  Companies and their advertisements are not in themselves bad as long as we do not make them our idols. Though being a smart consumer and a wise Christian may not change the way our culture views and produces advertisments, it will go a long way in keeping Christ and not possessions at the center of our lives.