"The Persuaders" documentary focused very well on a tactic that has been used over time to capture society's attention. It is called Emotional Branding. It is simply trying to get the buyers to find a spirtual and emotional connection to the product of their choice. A woman in the video spoke about Polaroid and said "Polaroid isn't a camera, its a social lubricant." These are some of the things that consumers often think to themselves when buying a product. Sony BMG Records would have an emotional connection with their consumers based on the music alone. Many buyers do not purchase a cd or a collection if it is not something that speaks to them in an emotional way and many other ways.
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