Remember that values questions have a “you” in them. The goal is to involve people in relating what they see on the screen to their own lives, not to analyze the filmmaker’s technique or to engage in intellectual criticism. Allow the conversation to flow along a values and feelings track.
Vance Packard was an American journalist who wrote an influential book, The Hidden Persuaders in 1957. The book offered a popularized but serious look at America's postwar prosperity and the explosion of consumerism. The book exposed the growing and potentially harmful influence of the nation's advertising industry. He wrote, "Many of us are being influenced and manipulated, far more than we realize, in the patterns of our everyday lives." He was among the first to describe subliminal advertising, a concept which captured the public's imagination even though advertisers disputed their use of these techniques.