Wednesday, October 26, 2011

Frank Luntz: Market Researcher, Salesman and Fox News "Analyst"

Introduction:


How to handle an audience and appeal to their feelings:

1. Body language tips,
2. Handling audience tips,
3. Creating a more positive phrase for 'drilling for oil' became 'energy exploration'. (inaccuracy doesn't matter as long as there is a sliver of fact - KISS principle, i.e'. keep it simple stupid),
4. 'climate change' as opposed to 'global warming' ,
5. 'simple truth' (not a lie as it contains a sliver of fact!),
6. 'you decide' to lock in the last manipulative phrase (most of the viewers decisions are based on the views of who they trust... even the books they read ), 7. 'buzz words' - words that people focus on opposed to facts,
8. Use 'simple truth' only once in a discussion or article ?,
9. A criminal getting caught should apologize 3 times, "I'm sorry, I made a mistake, forgive me'
10. Uses the sighing gesture in an interesting way... separating interview reality from fox news manipulations realities,
11. Frank Luntz is marketing a book,which means some this information is open for the public. Not doing so would make people angry so he is being smart.

More information...


Stephen Colbert: I want you to help me make the idea, corporations are people, appealing to Americans. Is that possible?

Frank Luntz: It's gonna be a challenge but I believe it can be done

[Learn more about corporations here.]



Notice:

1. How a group of people is convened to see HOW to market to people and although people start off against corporations they soften and start helping out.

2. A variety of images are tested. Given the environment, the feeling of group sentiments and the feeling invoked by the images on the screen, may have actually helped bring the poeple around to helping create an image for corporations.

3. Based on this focus group Frank Luntz declares that, "...effectively communicating... that 'corporations are people' clearly CAN be done."

(Notice the reflexive reaction by Frank Luntz when Stephen Colbert tries to dip the flag in tea. What other reflexive behavior might he have that could be used to a truth tellers advantage?)

4. Using this information he creates a 30 second add using words and visuals that have been carefully tested to create positive feelings for an idea that is essentially a lie (i.e. a corporation is a legal entity that exists only on paper, clearly NOT a human being or 'person'.)

In other words, what Frank Luntz did was create an atmosphere to get useful feedback for a marketing/advertising campaign.

The following Focus Group consists of people who are 1. All Republican, 2. All know they are on live TV, 3. Probably feel sympathy for Mitt Romney because of the 'Mormonism' scandal and that is the cause of the emotional move towards Romney, however, all the reasons given are carefully thought out to look good (it's TV dammit!). Notice some of the words used to support Romney include 'elegant' and 'Reaganesque' which are so subjective that an emotional reason for their explanations make allot of sense...



Participants said Romney "looked presidential," called him "Reaganesque," "elegant," and "decisive," and praised his "specific answers." Perry, on the other hand, was pegged as "too defensive" and "such a waffler." One woman called his support for education for illegal immigrants "absolutely disgusting."

Here is how an add testing works:



 Notes from above;

1. Topic: How to be negative without seeming negative (i.e. negative adds had a bad reaction so a focus group was created to create attack adds that don't seem like attack adds)

2. Using above information in a good comfortable setting followed by that group recording their opinions second by second in response to an add (note that rapport has already been established with the focus group - see Colbert Report video above).

3. People have prepared their answers (themselves of course, they want to look good. It's TV.)

[Also Read: The Emotional Nature of Decision Making ].
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