martes, 18 de agosto de 2009

The Persuaders

El mundo de hoy está abarrotado de mensajes persuasivos que nos invitan a tomar acción, ya sea comprar algún producto, enamorarnos de alguna marca o simplemente recordarnos que una compañía está ahí, junto a nosotros tomando el café de la mañana. Tantos mensajes no hacen sino crear ruido, una maraña comunicacional que busca extenuantemente rehacerse para escapar del bullicio y ser diferente, solo para abarrotar una zona virgen comunicacional de más ruido: como un bucle infinito de búsqueda de nuevas técnicas que a su vez prostituye dichas técnicas. Esto es Publicidad, Comunicaciones y Mercadeo; la búsqueda del diferencial eterno, lo que nos separa pero lo que nos hace iguales, ya que todos en el medio buscan lo mismo.

De manera más reciente las herramientas de WEB 2.0 nos han dado un campo nuevo y excitante que ha sido explotado por publicistas y marketeros, que propone la ilusión de que algo distinto se puede hacer en el ciberespacio, tal vez así sea, aunque muchas compañías aún no se arriesgan a colocar todas sus armas en redes sociales y similares. De todas maneras, existe otro movimiento que es el de Love Marks (al que le vamos a dedicar un post en el futuro cercano –digamos que está en pre-producción) donde los comunicadores hacen de la marca un estilo de vida, parte de nuestra cultura, nuestro mundo, tatuado en la piel de nuestra civilización.

Con este preámbulo, les recomendamos que se relajen y vean este documental creado por la serie FRONTLINE de la PBS que explora la creación de mensajes persuasivos para la motivación de los Targets:

The Persuaders






“50% de la publicidad no tiene efecto, el problema es que no sabemos cuál 50%”: Somos una cultura marcada por la publicidad, un mundo regodeado por el mercadeo, la buena noticia es que el consumidor tiene todo el poder, como un ejército que busca su bienestar y marca sus propias pautas.

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