Nebel Alsaidy

Professor Buckler

MAR 100

15 December 2023

The Joneses

            After watching the film “The Joneses” I would say that the way the Jones family lives is categorized as personal selling. Personal selling involves face-to-face communication between the sales representative and consumer to influence them to buy a product. The Jones family discreetly use this strategy by showcasing various products; like hair shampoo, tracksuits, golf clubs, etc… directly in front of potential consumers. The way they live serves as a persuasive tool, subtly conveying the usefulness and desirability of the products they use daily.

The Jones family uses marketing tactics that relate with some of my favorite brands, particularly in the use of attractive, or skilled individuals to showcase products. A notable example from the film is when Steve Jones demonstrates exceptional golf skills, this made the golfers around him think the golf club is the reason. This is similar to the strategy employed by Nike, a favorite brand of mine, which collaborates with the NBA to create jerseys branded with their logo on every player. Just as Steve’s golf skills increased the appeal of the golf club, associating Nike with skilled NBA athletes enhances the desirability of Nike products.

No, I do not believe the way products are marketed in this film is ethical. Today, there’s a lot of pressure for people to conform and fit in with their peers. This growing need for social acceptance can strengthen people’s insecurities, making people feel “not good enough” until they acquire specific products. The strategies employed by the Jones family in the film are highly unethical as they capitalize on people’s vulnerabilities, manipulating trust for financial gain.

If I were friends with someone in the Jones family before learning about their secret, I imagine my feelings towards them would be similar to those I have for my other friends. While I might not be as susceptible as portrayed in the film to buying their products, I acknowledge that their lifestyle could influence my perceptions of the products they use. However, if I were to find out about their secret afterward, I would feel completely betrayed as a friend. The realization that our friendship was exploited for financial gain would lead me to cut them off completely.