Marwell & Schmitt's Taxonomy Influence Tactics

The Magic Bullet

My first thought was to use an infomercial to show the numerous ways Marwell and Schmitt's Taxonomy is used to sell things, but as I was looking through my news feed I saw the eulogy President Obama gave for Beau Biden. Although it was fascinating to see President Obama give a speech in a completely different setting, something that was not political, I just could not find a way to make it fit into Marwell and Schmitt's Taxonomy, even though it would have worked for any of the other three persuasion applications (too bad it wasn't available for the Triumphant Individual parable). Therefore, I went back to an infomercial. This is the infomercial for the Magic Bullet.

The $60 Magic Bullet brought in $250 million dollars in just over a year. Some of you might own a magic bullet, but watching the infomercial one may think it is too good to be true. However millions of people were sold on the message.This infomercial uses the tactic based on Rewards. The banner flashing across the the ad cannot be ignored. It offers a magic bullet system free... but you have to stay tuned to find out how. The banner is offering a reward for not changing the channel and watching all of the infomercial.

It's the personal counter top magician! It is time saving by being quick, easy, and simple. If you order right now you can get the 17 piece system for $99, plus shipping and handling of course. Call now to get the the bullet juicer FREE. A $400 value. Call in the next twelve minutes and you get a second 21 piece Bullet system FREE! Plus, a 30 day money back guarantee. All of these things are rewards for ordering the Magic Bullet system. Using rewards is a great way to sell things, which is why if it is used in a speech it may be easier for the person speaking to sell whatever their point is to the audience.

The Process Premises

The Magic Bullet I believe could be considered a love object under the needs premise.  The infomercial tells you all the reasons you need this product. In the second process premise I would say that the emotions of happiness/joy are present. One will be happier with this product because it will make their life easier. It will save them time in preparing meals. I also think the third process premise of attitudes is shown by the cognitive influence this ad can have on people. There is a reason this this product brought in $250 million in just over a year. Either it is really that good, or the Rewards and the process premises were that good in selling the product. I believe it is the latter.

Reich's Cultural Parable: The Rot at the Top

The Watergate Scandal

 

Alright, so I might lose a few points for this not being a speech, but this photo I found online fits the Rot at the Top Parable perfectly. Then again, Nixon could be replaced by any politician and they would fit into this parable. The Rot at the Top definition is as follows: The fourth parable is about the malevolence of powerful elites, be they wealthy aristocrats, prestigious administrators, rapacious business leaders, or imperious government officials. The American parable differs subtly, but profoundly from a superficially similar European mythology.

The Watergate Scandal, arguably, may be the most famous one in U.S. history. It doesn't just show the rot at the top, but it also shows where the triumphant individual can go wrong. According to Reich Myth, "corruption seems to be an inevitable outcome of concentrated power and privilege due to the filthiest weakness of human nature- insatiable greed."

Watergate is definitely a tale of corruption, decadence, and irresponsibility in high places. Not to mention the conspiracy against the common citizen. I liked this example because the process premises can be seen.

The Process Premises
In the first process premise of needs it shows ego-gratification, reassurance of worth, and Nixon's need for a sense of power. In the second process premise it shows fear and pride. Nixon was so fearful he would lose his power that he intentionally abused his power of government. And he was prideful enough to think he could get away with it. With the third process premise the attitudes of the government at the time show an influence on cognitive, emotional, and behavioral functions. The fourth process premise of consistency shows all the sources of cognitive dissonance, including the Loss of Group Prestige, Economic Loss, Loss of Personal Prestige and the Uncertainty of Prediction. These are all relevant with Nixon and the Watergate Scandal.

As the Reich Myth says, 'Power corrupts, and prestige perverts.'