LC
Frontline- Advertising
Name________________________________
http://www.pbs.org/wgbh/pages/frontline/video/flv/main.html?pkg=2303&seg=1&mod=1
Listen to the first and second chapters (30 minutes). Take notes. Be ready to discuss and
answer questions about content and vocabulary.
1. What is this video about?
2. 5:30- What is the “persuasion industry”?
3. 6:20- What is “Song”? Why is it created?
4. Who is Kari?
5. How does the “Saturn Homecoming” represent emotional branding?
LC
Frontline- Advertising
Name________________________________
http://www.pbs.org/wgbh/pages/frontline/video/flv/main.html?pkg=2303&seg=1&mod=1
Listen to the first and second chapters (30 minutes). Take notes. Be ready to discuss and
answer questions about content and vocabulary.
1. What is this video about?
2. 5:30- What is the “persuasion industry”?
3. 6:20- What is “Song”? Why is it created?
4. Who is Kari?
5. How does the “Saturn Homecoming” represent emotional branding?
Chapter 1:
1. 2:20- In the beginning of the video 2 guys are driving around NYC looking for something. What are the men
hunting for? Why?
2. 3:10- What is a “sneaker” company?
3. 3:40- What has New York grown over the last 20 years?
4. 4:40- Why does the video say that humans are like roaches? Do you agree?
5. 7:40- Who is “Song” designed for?
6. 8:20- How does Song try to focus on women? Does everyone agree with this strategy? Why or why not?
7. 12:20- What are the basic questions about advertising?
Emotional Branding:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What are the “er” words? How did they work?
What do the “super brands” have in common?
2:40 How has advertising changed in America?
3:30-4:40How did advertisers learn to advertise in a new way? What did they study?
Community, narrative and transcendence are all values of _____________________
8:00- What is happening to ad agencies?
8:45 What did the brand Tylenol do?
9:47 What is a lovemark?
What does it mean to be “so song”?
“I know I am wasting half my ad dollars, I just don’t know which half.” Why do people in the ad world say this
and what does it mean?
Chapter 1:
1. 2:20- In the beginning of the video 2 guys are driving around NYC looking for something. What are the men
hunting for? Why?
2. 3:10- What is a “sneaker” company?
3. 3:40- What has New York grown over the last 20 years?
4. 4:40- Why does the video say that humans are like roaches? Do you agree?
5. 7:40- Who is “Song” designed for?
6. 8:20- How does Song try to focus on women? Does everyone agree with this strategy? Why or why not?
7. 12:20- What are the basic questions about advertising?
Emotional Branding:
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
What are the “er” words? How did they work?
What do the “super brands” have in common?
2:40 How has advertising changed in America?
3:30-4:40How did advertisers learn to advertise in a new way? What did they study?
Community, narrative and transcendence are all values of _____________________
8:00- What is happening to ad agencies?
8:45 What did the brand Tylenol do?
9:47 What is a lovemark?
What does it mean to be “so song”?
“I know I am wasting half my ad dollars, I just don’t know which half.” Why do people in the ad world say this
and what does it mean?