This film helped to tie together our ongoing discussion about the role that media plays in our everyday lives. Although it focused primarily on the profound influence of advertising in media (and less so the innate biases of news reporting), it still arrives at some noteworthy and valuable conclusions. Spurlock is able to elucidate some of the cloaked activities that result from companies’ desires to advertise and manipulate their public personas. As consumers, many of us are aware that advertising has an affect on the products we choose to buy; we may understand that targeted advertising or subversive tactics have a subconscious effect. However, the fact that Spurlock was successful in his effort to fund a film in this atypical manor provides a concrete example of the power of advertising. Companies were quick to shell out hundreds of thousands (even millions) of dollars, just to have their products showcased in his film. Furthermore, I would have to assume that the amount of money Spurlock received was minute compared to more high-stakes advertising deals. Its fascinating, and somewhat frightening, to think of how much money changes hands before a popular televised event, such as the Super Bowl. Even small plots of advertising space on the side of the Super Bowl stadium are extremely expensive. The assumption is that some viewers will see a product advertisement while watching the game and be more inclined to buy the product at a later time.
The most important take away from these reflections is that awareness of a given phenomenon does not equate to one’s ability to remove themselves from its influence. That is to say, even though we can acknowledge that advertising is meant to elicit subconscious effects which will induce us to make certain purchases, this does not mean that one can entirely shield themselves from these influences. In fact, if one feels that they possess the knowledge to remain unaffected by advertising tactics, they may be more-easily manipulated. A false sense of confidence or superiority can lead to complacence and over-confidence. Surely advertising firms are aware of the fact that many consumers wish to avoid being manipulated by advertising. However, advertising firms spend a great deal of time and resources in order to understand consumer psychology. There are so many variables that go into creating an effective ad (color scheme, music, brand image, cinematography, etc.) that its quite difficult to identify which brands we truly favor and which brands we have been coerced into liking. In any case, The Greatest Film Ever Sold helps to uncover some of these processes and is a testament to the power and influence of advertising and marketing.
As a final point, Spurlock’s many interactions with executives, as he pitches his idea for this film are also valuable. Whether you are a film major, an econ. major or an engineer, there is great value in being able to persuade others that your ideas are worthwhile. Spurlock’s persuasive abilities are impressive; he is also very persistent. These are two values that are necessary precursors to success, in any field. Whether you hope to make popular films or you wish to create your own small business, you must be able to frame your idea in an appealing manor to attract investors or customers. Most people would have trouble even getting appointments with the companies presented in this film. Although Spurlock likely has good connections from his previous experience as documentary filmmaker (his film Supersize Me was very popular) he still demonstrates keen persuasive abilities. The value of an idea must be supported by one’s ability to present that idea in a favorable light.
