In the big cities there are billboards and signs with advertisements on every corner. In the movie The Persuaders, Douglass Rufcoff embarks on an adventure to learn more about how advertising really works.

Advertisers are always looking for new ways to improve their gorilla warfare tactics. These improvements eventually and inevitably lead to bombardments of advertisements on every street corner. All this does is create clutter and distract.

Marketing and Advertisement companies will eat each other alive fighting to be the most important or stand out among the crowd. The persuasion industry is essentially a world made up of marketing.

Take for instance Song Airlines who advertised by taking advantage of downtown New York City's storefront and throwing a hit party. People walk in ready to drink and mingle and leave (hopefully) wanting to fly on the new airline.

The key to successful marketing and advertising is Ethos. Taking an idea and making it bigger through emotional connection. The goal is to create something that connects with people beyond logic.

Words are used to connect with people and are effective for a period of time but eventually run out of value. People want to belong and have meaning in the world so if company's can find out what drives them, then companies can control what they consume.

Song knew that the key to people's pocket book was through their heart. So they hired a top advertiser to create an ora or spirit in the airline that was like no other. Then they proceeded to audition flight attendants and train them how to speak and act in a certain manner.

Song failed however in advertising on the ground. They tried sending people out in crazy outfits and creating information stores in shopping malls but at the end of it all they only raised more questions.

At the end of the day, good advertisers grab the consumers emotion and once they have that, they can sell whatever they want to the consumer. For me personally the Budweiser Beer commercials always appeal to my emotions because I love both dogs and horses.

Even though I don't drink beer I still watch their ads and commercials because of the appeal to my senses. And who knows when I am of legal age to drink I may choose that beer because of that appeal.

Advertising is everywhere, whether you notice it or not.