May 5, 2012 | 27:26Age of Persuasion "Branding the News" (February 2008 Encore) Audio
Age of Persuasion "Branding the News" (February 2008 Encore) May 5, 2012 | 27:26Season 2: News is big business. This week, Terry O'Reilly traces the origins of today's news packaging.
Here's a headline you'll never, ever see in your daily paper: "Nothing Happened". Terry O'Reilly describes the ugly circle that drives modern newsgathering: how reporting takes money, how the need from money means attracting advertisers, how pleasing advertisers requires a vast audience, and how the need for a vast audience affects news content, and the way it's presented.
He explores the cult of personality that drives TV newscasts, and traces the history of news gathering to a handful of distance runners in ancient Greece.
May 21, 2011 | 26:19Age of Persuasion "The Sound of Persuasion" Audio
Age of Persuasion "The Sound of Persuasion" May 21, 2011 | 26:19Advertising has used sound to sell for decades. But sound can be used for more than painting pictures on radio - sound can be carefully created to persuade. The stories behind those sounds are fascinating - from the earliest recorded sound in history, to the first use of sound in radio commercials, to signature sounds on famous TV ad campaigns, and even to the start-up sound we hear on our computers everyday. Each one created specifically to persuade you of something.
Mar 10, 2012 | 27:00Age of Persuasion "Big and Small" (April 2009 Encore) Audio
Age of Persuasion "Big and Small" (April 2009 Encore) Mar 10, 2012 | 27:00For more than a century, advertisers have fallen to the lure of hyperbole: over-inflating the importance of their brand. They made cheap currency of claims such as bigger, faster, stronger, better-tasting, harder-working, brighter, softer, newer, more-economical and longer-lasting. As Terry O’Reilly points out, some very small help is on the way. A newer, better, smarter generation of advertisers are finding ways to leverage the ‘smallness’ of their brand, and still get noticed without hyperbole.
Jan 14, 2012 | 27:00Age of Persuasion "Nasty is the New Nice" (January 2009 Encore) Audio
Age of Persuasion "Nasty is the New Nice" (January 2009 Encore) Jan 14, 2012 | 27:00Is it just us, or has the tone of advertising gotten colder, nastier, more rude? This week Terry O’Reilly shows how the tone of advertising is taking on a new meanness. The humour of some campaigns is taking on a decidedly sharp edge. Broadcast ads are becoming more heavily laden with violence and bodily functions. Ad copy is developing a case of potty-mouth. We’ll trace some of the sources of this trend, and explain why the earnest, innocent ad copy of the 50’s just won’t cut it today
Apr 9, 2011 | 26:15Age of Persuasion "Three Foot Marketing: The Battleground In-Store" Audio
Age of Persuasion "Three Foot Marketing: The Battleground In-Store" Apr 9, 2011 | 26:15This week on the Age of Persuasion, we're going shopping. The topic is "Three Foot Marketing." Research shows that 75% of shopping decisions are made in the store, and they are all made within the last three feet - meaning that critical distance between your shopping cart and the shelf.
We'll examine how stores use design, technology and psychology to influence your decisions - from the moment you walk in to when you line up at the cash. We'll also look at the interesting tug-of-war that happens between stores and brands. There's no doubt about it, those three feet have become one of the biggest battlegrounds for your dollar.
May 7, 2011 | 26:33Age of Persuasion "Genericide: When A Brand Becomes Generic" Audio
Age of Persuasion "Genericide: When A Brand Becomes Generic" May 7, 2011 | 26:33This week, the Age of Persuasion looks at the concept of "Genericide" - when brand names become generic. If a product remains the number one brand for decades, it risks losing control of its trademark. Many pioneering brands suffered that fate. Just ask the board game "Monopoly," who lost the right to their own trademark recently.
As a result, other big brands are fighting to prevent genericide - like Kleenex and Band-Aid.
Their stories are fascinating.
May 19, 2012 | 27:31Age of Persuasion "Advertisers as Censors" (March 2008 Encore) Audio
Age of Persuasion "Advertisers as Censors" (March 2008 Encore) May 19, 2012 | 27:31According to author C. Edwin Baker, "Advertisers, not governments, are the primary censors of media content... today." Terry O'Reilly respectfully disagrees - and this week he'll explain why. He'll review the long relationship between sponsorship and censorship - from early Radio, to Hitchcock's Psycho, through the more recent woes of radio jock Don Imus. Do advertisers really decide what you should see, hear, or think? And if they don't - who does?
Mar 31, 2012 | 26:59Age of Persuasion "Museum of Persuasion" (June 2009 Encore) Audio
Age of Persuasion "Museum of Persuasion" (June 2009 Encore) Mar 31, 2012 | 26:59Anyone remember subtlety in advertising? Or longform ads with irresistible prose? Or the quaint, old-fashioned jingles that were once the mainstay of national advertising. Terry O’Reilly has collected them in a magnificent new Museum of Persuasion. And he’s just itchin’ to take you on a tour. He’ll offer a nostalgic look at ways advertising has reached people in the past, and show how it points to where the craft of persuasion is headed.
Aug 9, 2011 | 26:35Age of Persuasion "Luxury Advertising" (January 2011 Encore) Audio
Age of Persuasion "Luxury Advertising" (January 2011 Encore) Aug 9, 2011 | 26:35Luxury Marketing is a category that is completely different from tradition brand marketing – because it is in the business of selling fantasy. We’ll look at the top 10 most powerful luxury brands in the world (six of which were created at almost the same time in the 19th century) and we’ll analyze luxury marketing techniques. Most of all, we’ll delve deep into our collective psyches to examine why we all desire expensive products in our lives -and what that really says about our inner selves.