1:08:01
They cant do it.
1:08:03
They are tomorrows
adult consumers
1:08:05
To start talking with them now
build that relationship
1:08:08
when theyre younger...
1:08:09
And youve got
them as an adult.
1:08:14
Somebody asked me you
know Lucy is that ethical?
1:08:17
You know youre essentially
manipulating these children.
1:08:19
Well yeah
is it ethical?
1:08:21
I dont know.
1:08:22
But our role at initiative
is to move products
1:08:27
And if we know
you move products
1:08:28
with a certain
creative execution
1:08:30
placed in a certain
type of media vehicle
1:08:33
then weve
done our job.
1:08:36
Every institution
provides the people
1:08:40
who are members of it
1:08:43
with asocial
role to occupy
1:08:46
And typically institutions
that are vibrant
1:08:48
and have a lot of power
will specify that role
1:08:53
in some sense as
a list of virtues.
1:08:56
It's true for churches
for schools
1:08:59
for any institution that
has power over people
1:09:02
and shapes them.
1:09:05
The corporation likewise.
1:09:06
It provides us
with a list of virtues
1:09:08
a kind of social role
1:09:10
which is
the good consumer.
1:09:13
Like the waters
of the mighty ocean
1:09:16
people also represent
tremendous force
1:09:18
the understanding of which
is the greatest importance
1:09:21
to the American
way of life.
1:09:24
This force is known
as consumer power.
1:09:28
The goal for the corporations
is to maximize profit
1:09:31
and market share.
1:09:33
And they also have a goal
for their target
1:09:36
namely the population.
1:09:37
They have to be turned into
completely mindless consumers
1:09:43
of goods that
they do not want.
1:09:45
You have to develop what
are called created wants
1:09:49
So you have
to create wants.
1:09:52
You have to pose
on people what's called
1:09:53
a philosophy of futility.
1:09:56
You have to focus them
1:09:58
on the insignificant
things of life