Watch the section, “The Narrowcasting Future” (starting at 39 minutes and 15 seconds into the video and then going to the end) from the PBS video The Persuaders and then answer the essay questions below. I suggest you read the essay questions first before watching the video. Click here to go to the video. (Links to an external site.)
https://www.pbs.org/wgbh/frontline/film/showspersuaders/?utm_source=email&utm_medium=social&utm_campaign=share_button
Write answers to the following essay questions. Your assignment should be double-spaced and be a minimum of 350 words. This does not mean that if you write 350 words you have successfully completed the assignment and will get an A. It means that you cannot answer the questions in enough depth to get at least a B on the assignment if you have not written at least 350 words. This assignment will be graded out of 10 points. Please see the attached rubric for how you will be graded.
1. Frank Luntz is more interested in how you feel about an issue than how you think about an issue. He believes that persuasion is more effective if you use language that works on feelings rather than cognition. From a societal perspective, do you think that marketers have a negative impact on society if they follow Frank Luntz’s advice? Why or why not? Does your opinion change based on the product being marketed? In other words, is it fine for marketers to follow Frank Luntz’s advice for breakfast cereal but not for financial services or ideas? There is not one right answer to the last few questions. Rather, I am looking to see how deeply you have considered the implications of your opinion. The best answers will consider both negative and positive impacts of using his technique.
2. What does the term narrowcasting mean as defined in this video? How are marketers using this technique? In order to use this technique, what do marketers have to have? Do you think that the use of narrowcasting has a positive or negative impact on society? Again, there is not one right answer to the last question. Rather, I am looking to see how deeply you have considered the impact of this technique. You should consider both the negative and positive impacts of this technique in your answer to receive full credit.
This assignment should be double-spaced in at least a 10 point font. It makes it easier for me to give you feedback about your assignment in this format.
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