This is a interesting, creative, bold , risky ( for his career) movie by morgan spurlock in his own style. I watched this some time back and found it to be interesting.
Movie is about satirically exposing how the advertisement industry works for business and sell themselves in the process, movie paid by the same advertisement industry. the movie is about how he goes to different businesses asking for sponsorship for the movie in return he will advertise their products rather shamelessly while making movie and while promoting it. He did a extraordinary job in it.
_http://www.youtube.com/watch?v=XnEupciBAy0
In the process he goes to Noam chomsky and asks for advice about whether he should do this or not. His comments, I felt noteworthy.
"you have couple of choices. One choice is allow yourself to be coopted little bit like toe in water, presume you are putting foot in water you don't think you are changing any thing and you end up in swimming , that was what they are anticipating and other option is to resist, end up in may be growing your own food."
Probably that explains how Noam chomsky was able to work for MIT.
In the movie, he shows about a city that doesn't have advertisement in the city - Sao polo argentina. He shows before the city decided to eliminate every advertisement on the city streets and after. What a difference!!. One of the vendor in city comments after eliminating the advertisement "Now you have to work instead of Investing ". What a role advertisement plays in our life.
In the process , he talks about the Neural Marketing and how it is used in trailers to emotionally engage ( emotional peaks and downs) the audience and motivate them to see the movie. he goes through typical neural marketing test, that is going through MRI while watching a 30 sec trailer . video shows scenes with fear, craving and sex , repeated craving sex , craving sex, craving sex scenes .
After 30 seconds MRI test, he was asked did he craved a coke?. He says YES. I wondered why he is talking coke ?. what shocked me is I couldn't see coke board behind the scene that comes for a fraction of second quick succession in 30 second commercial?. It took me 3 trials to see COKE background in the scenes. so Hopeless we are while watching these advertisement. :( . No wonder people like advertisements more than TV programs themselves.
Testing guy shows the MRI pictures and explains why ?. while he was watching the trailer, amygdala was engaged and it produced dopamin. That association of dopamin to coke made him to crave for Coke. Tester says it "This is addiction and advertisement is manipulative and your most vulnerable situation is when you believe you can't be deceived" .
_http://www.hollywoodreporter.com/review/morgan-spurlocks-greatest-movie-ever-74664
At the end of the movie , I was also felt that my critical attitude seems to have softened, more insensitive to the his talk ( saying every body and every thing wonderful because of his contractual agreement )
Movie is about satirically exposing how the advertisement industry works for business and sell themselves in the process, movie paid by the same advertisement industry. the movie is about how he goes to different businesses asking for sponsorship for the movie in return he will advertise their products rather shamelessly while making movie and while promoting it. He did a extraordinary job in it.
_http://www.youtube.com/watch?v=XnEupciBAy0
In the process he goes to Noam chomsky and asks for advice about whether he should do this or not. His comments, I felt noteworthy.
"you have couple of choices. One choice is allow yourself to be coopted little bit like toe in water, presume you are putting foot in water you don't think you are changing any thing and you end up in swimming , that was what they are anticipating and other option is to resist, end up in may be growing your own food."
Probably that explains how Noam chomsky was able to work for MIT.
In the movie, he shows about a city that doesn't have advertisement in the city - Sao polo argentina. He shows before the city decided to eliminate every advertisement on the city streets and after. What a difference!!. One of the vendor in city comments after eliminating the advertisement "Now you have to work instead of Investing ". What a role advertisement plays in our life.
In the process , he talks about the Neural Marketing and how it is used in trailers to emotionally engage ( emotional peaks and downs) the audience and motivate them to see the movie. he goes through typical neural marketing test, that is going through MRI while watching a 30 sec trailer . video shows scenes with fear, craving and sex , repeated craving sex , craving sex, craving sex scenes .
After 30 seconds MRI test, he was asked did he craved a coke?. He says YES. I wondered why he is talking coke ?. what shocked me is I couldn't see coke board behind the scene that comes for a fraction of second quick succession in 30 second commercial?. It took me 3 trials to see COKE background in the scenes. so Hopeless we are while watching these advertisement. :( . No wonder people like advertisements more than TV programs themselves.
Testing guy shows the MRI pictures and explains why ?. while he was watching the trailer, amygdala was engaged and it produced dopamin. That association of dopamin to coke made him to crave for Coke. Tester says it "This is addiction and advertisement is manipulative and your most vulnerable situation is when you believe you can't be deceived" .
_http://www.hollywoodreporter.com/review/morgan-spurlocks-greatest-movie-ever-74664
Oh, and one more thing. After the film was shot, the Federal Trade Commission filed a lawsuit against POM Wonderful (Main sponsor of the movie ) for making false and unsubstantiated claims for its product in advertising. You can bet Morgan Spurlock appreciates the irony in that.
At the end of the movie , I was also felt that my critical attitude seems to have softened, more insensitive to the his talk ( saying every body and every thing wonderful because of his contractual agreement )