Here are three different Frontline documentaries from the public television station WBGH in Boston:- Merchants of Cool - "They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups. They comb the streets, the schools, and the malls, hot on the trail of the "next big thing" that will snare the attention of their prey--a market segment worth an estimated $150 billion a year. They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups. They comb the streets, the schools, and the malls, hot on the trail of the "next big thing" that will snare the attention of their prey--a market segment worth an estimated $150 billion a year.
- The Persuaders (11/9/2004) - "Americans are swimming in a sea of messages. Each year, legions of ad people, copywriters, market researchers, pollsters, consultants, and even linguists—most of whom work for one of six giant companies—spend billions of dollars and millions of man-hours trying to determine how to persuade consumers what to buy, whom to trust, and what to think. Increasingly, these techniques are migrating to the high-stakes arena of politics, shaping policy and influencing how Americans choose their leaders. In "The Persuaders," FRONTLINE explores how the cultures of marketing and advertising have come to influence not only what Americans buy, but also how they view themselves and the world around them."
- The Secret History of the Credit Card - "It's one of the most wonderful times of the year for the banking industry's most lucrative business: credit cards. In the coming weeks, millions of Americans will reach into their wallets and use plastic to buy an estimated $100 billion in holiday gifts. But at what cost? In "Secret History of the Credit Card," FRONTLINE® and The New York Times join forces to investigate an industry few Americans understand. In this one-hour report, correspondent Lowell Bergman uncovers the techniques used by the industry to earn record profits and get consumers to take on more debt."
- Summarize the main arguments for any one of these three documentaries. Which points do you find most or least compelling.
- Draw a connection between any of these documentaries and any material in any of these pages: Wal-Mart, Stuff, Malls, or Born to Buy.
