Underhand Tactics—Investigating Corporate Culture: Neuromarketing—Programming the Brain to Buy

This French documentary from the eight-part series Underhand Tactics: Investigating Corporate Culture employs English-language narration rather than subtitles, which seems a bit awkward when the narrator speaks for a class of five-year-olds (who find it easier to identify brand logos than national flags). Neuromarketing isn't a new concept, but emerging technology is helping to provide more accurate information about consumers. Appealing to buyers' emotions by way of the limbic system, advertisers are able to encourage people to purchase specific products and services (neuromarketing's detractors prefer the verb “manipulate,” since the aim is to bypass rational thought). A representative from a marketing agency shows viewers one way his company conducts research: by fitting volunteers with special glasses that allow tracking to determine what packaging cues catch the eye and how long subjects spend on various words and images before making selections. In another study, volunteers wear facial electrodes that record micro-expressions in response to TV ads. A Danish neuromarketing consultant, who counts McDonald's among his clients, talks about the use of fragrance in the chain's restaurants to stimulate the olfactory cortex. Although McDonald's claims that they don't use neuromarketing, director Benoît Bringer has no problem tracking down consultants with whom they work, even if non-disclosure agreements prevent the interviewees from going into detail. Another reason for company denial: it's illegal in France to use MRIs for the purposes of marketing research, yet many firms still do it. For those who can look past the off-putting narration, this documentary addresses a fascinating and worrisome topic. Other titles in the series include Green Marketing: How Green Is It?, Tax Havens: Where Money Hides in Style, and Disease Branding: Selling Sickness to the Public. A strong optional purchase. Aud: C, P. (K. Fennessy)