The world of advertising has changed, an evolution that may have been inevitable considering the swift boom of science and technology. While advances like free internet and easily accessible information have been a boon to the public, they have opened a virtually unguarded doorway for advertisers to gather personal data from both consumers and the wider public. There now is a mammoth system that works with mathematical equations to tailor messages to best fit the customer’s “needs.”
This inner look at the advertising world, both past and present, is nothing short of a daring inspection of just how clinical commercial messaging has become. With little regulation, companies use targeted surveillance and collection of personal data to shape the media they think—and often know—you want. The rules are editable in this chaotic playground that is entirely at the mercy of those who have already mastered the code.
Director Biography
Scott Harper is a writer and director whose work spans both documentary film and television. Along with his latest film You’re Soaking In It, Harper is known for Philanthropy Inc (’09), Who Do You Think You Are (’07) and Underground Histories (’06).
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