Brave New World Revisited
Page 21
Does this kind of commercial propaganda really work? The evidence produced by the commercial firm that first unveiled a technique for subliminal projection was vague and, from a scientific point of view, very unsatisfactory. Repeated at regular intervals during the showing of a picture in a movie theater, the command to buy more popcorn was said to have resulted in a 50 per cent increase in popcorn sales during the intermission. But a single experiment proves very little. Moreover, this particular experiment was poorly set up. There were no controls and no attempt was made to allow for the many variables that undoubtedly affect the consumption of popcorn by a theater audience. And anyhow was this the most effective way of applying the knowledge accumulated over the years by the scientific investigators of subconscious perception? Was it intrinsically probable that, by merely flashing the name of a product and a command to buy it, you would be able to break down sales resistance and recruit new customers? The answer to both these questions is pretty obviously in the negative. But this does not mean, of course, that the findings of the neurologists and psychologists are without any practical importance. Skilfully applied, Poetzl's nice little piece of pure science might well become a powerful instrument for the manipulation of unsuspecting minds.
For a few suggestive hints let us now turn from the popcorn vendors to those who, with less noise but more imagination and better methods, have been experimenting in the same field. In Britain, where the process of manipulating minds below the level of consciousness is known as "strobonic injection," investigators have stressed the practical importance of creating the right psychological conditions for subconscious persuasion. A suggestion above the threshold of awareness is more likely to take effect when the recipient is in a light hypnotic trance, under the influence of certain drugs, or has been debilitated by illness, starvation, or any kind of physical or emotional stress. But what is true for suggestions above the threshold of consciousness is also true for suggestions beneath that threshold. In a word, the lower the level of a person's psychological resistance, the greater will be the effectiveness of strobonically injected suggestions. The scientific dictator of tomorrow will set up his whispering machines and subliminal projectors in schools and hospitals (children and the sick are highly suggestible), and in all public places where audiences can be given a preliminary softening up by suggestibility-increasing oratory or rituals.
From the conditions under which we may expect subliminal suggestion to be effective we now pass to the suggestions themselves. In what terms should the propagandist address himself to his victims' subconscious minds? Direct commands ("Buy popcorn" or "Vote for Jones") and unqualified statements ("Socialism stinks" or "X's toothpaste cures halitosis") are likely to take effect only upon those minds that are already partial to Jones and popcorn, already alive to the dangers of body odors and the public ownership of the means of production. But to strengthen existing faith is not enough; the propagandist, if he is worth his salt, must create new faith, must know how to bring the indifferent and the undecided over to his side, must be able to mollify and perhaps even convert the hostile. To subliminal assertion and command he knows that he must add subliminal persuasion.
Above the threshold of awareness, one of the most effective methods of non-rational persuasion is what may be called persuasion-by-association. The propagandist arbitrarily associates his chosen product, candidate or cause with some idea, some image of a person or thing which most people, in a given culture, unquestioningly regard as good. Thus, in a selling campaign female beauty may be arbitrarily associated with anything from a bulldozer to a diuretic; in a political campaign patriotism may be associated with any cause from apartheid to integration, and with any kind of person, from a Mahatma Gandhi to a Senator McCarthy. Years ago, in Central America, I observed an example of persuasion-by-association which filled me with an appalled admiration for the men who had devised it. In the mountains of Guatemala the only imported art works are the colored calendars distributed free of charge by the foreign companies whose products are sold to the Indians. The American calendars showed pictures of dogs, of landscapes, of young women in a state of partial nudity. But to the Indian dogs are merely utilitarian objects, landscapes are what he sees only too much of, every day of his life, and half-naked blondes are uninteresting, perhaps a little repulsive. American calendars were, in consequence, far less popular than German calendars; for the German advertisers had taken the trouble to find out what the Indians valued and were interested in. I remember in particular one masterpiece of commercial propaganda. It was a calendar put out by a manufacturer of aspirin. At the bottom of the picture one saw the familiar trademark on the familiar bottle of white tablets. Above it were no snow scenes or autumnal woods, no cocker spaniels or bosomy chorus girls. No — the wily Germans had associated their pain-relievers with a brightly colored and extremely lifelike picture of the Holy Trinity sitting on a cumulus cloud and surrounded by St. Joseph, the Virgin Mary, assorted saints and a large number of angels. The miraculous virtues of acetyl salicylic acid were thus guaranteed, in the Indians' simple and deeply religious minds, by God the Father and the entire heavenly host.
This kind of persuasion-by-association is something to which the techniques of subliminal projection seem to lend themselves particularly well. In a series of experiments carried out at New York University, under the auspices of the National Institute of Health, it was found that a person's feelings about some consciously seen image could be modified by associating it, on the subconscious level, with another image, or, better still, with value-bearing words. Thus, when associated, on the subconscious level, with the word "happy," a blank expressionless face would seem to the observer to smile, to look friendly, amiable, outgoing. When the same face was associated, also on the subconscious level, with the word "angry," it took on a forbidding expression, and seemed to the observer to have become hostile and disagreeable. (To a group of young women, it also came to seem very masculine — whereas when it was associated with "happy," they saw the face as belonging to a member of their own sex. Fathers and husbands, please take note.) For the commercial and political propagandist, these findings, it is obvious, are highly significant. If he can put his victims into a state of abnormally high suggestibility, if he can show them, while they are in that state, the thing, the person or, through a symbol, the cause he has to sell, and if, on the subconscious level, he can associate this thing, person or symbol with some value-bearing word or image, he may be able to modify their feelings and opinions without their having any idea of what he is doing. It should be possible, according to an enterprising commercial group in New Orleans, to enhance the entertainment value of films and television plays by using this technique. People like to feel strong emotions and therefore enjoy tragedies, thrillers, murder mysteries and tales of passion. The dramatization of a fight or an embrace produces strong emotions in the spectators. It might produce even stronger emotions if it were associated, on the subconscious level, with appropriate words or symbols. For example, in the film version of A Farewell to Arms , the death of the heroine in childbirth might be made even more distressing than it already is by subliminally flashing upon the screen, again and again, during the playing of the scene, such ominous words as "pain," "blood" and "death." Consciously, the words would not be seen; but their effect upon the subconscious mind might be very great and these effects might powerfully reinforce the emotions evoked, on the conscious level, by the acting and the dialogue. If, as seems pretty certain, subliminal projection can consistently intensify the emotions felt by moviegoers, the motion picture industry may yet be saved from bankruptcy — that is, if the producers of television plays don't get there first.
For a few suggestive hints let us now turn from the popcorn vendors to those who, with less noise but more imagination and better methods, have been experimenting in the same field. In Britain, where the process of manipulating minds below the level of consciousness is known as "strobonic injection," investigators have stressed the practical importance of creating the right psychological conditions for subconscious persuasion. A suggestion above the threshold of awareness is more likely to take effect when the recipient is in a light hypnotic trance, under the influence of certain drugs, or has been debilitated by illness, starvation, or any kind of physical or emotional stress. But what is true for suggestions above the threshold of consciousness is also true for suggestions beneath that threshold. In a word, the lower the level of a person's psychological resistance, the greater will be the effectiveness of strobonically injected suggestions. The scientific dictator of tomorrow will set up his whispering machines and subliminal projectors in schools and hospitals (children and the sick are highly suggestible), and in all public places where audiences can be given a preliminary softening up by suggestibility-increasing oratory or rituals.
From the conditions under which we may expect subliminal suggestion to be effective we now pass to the suggestions themselves. In what terms should the propagandist address himself to his victims' subconscious minds? Direct commands ("Buy popcorn" or "Vote for Jones") and unqualified statements ("Socialism stinks" or "X's toothpaste cures halitosis") are likely to take effect only upon those minds that are already partial to Jones and popcorn, already alive to the dangers of body odors and the public ownership of the means of production. But to strengthen existing faith is not enough; the propagandist, if he is worth his salt, must create new faith, must know how to bring the indifferent and the undecided over to his side, must be able to mollify and perhaps even convert the hostile. To subliminal assertion and command he knows that he must add subliminal persuasion.
Above the threshold of awareness, one of the most effective methods of non-rational persuasion is what may be called persuasion-by-association. The propagandist arbitrarily associates his chosen product, candidate or cause with some idea, some image of a person or thing which most people, in a given culture, unquestioningly regard as good. Thus, in a selling campaign female beauty may be arbitrarily associated with anything from a bulldozer to a diuretic; in a political campaign patriotism may be associated with any cause from apartheid to integration, and with any kind of person, from a Mahatma Gandhi to a Senator McCarthy. Years ago, in Central America, I observed an example of persuasion-by-association which filled me with an appalled admiration for the men who had devised it. In the mountains of Guatemala the only imported art works are the colored calendars distributed free of charge by the foreign companies whose products are sold to the Indians. The American calendars showed pictures of dogs, of landscapes, of young women in a state of partial nudity. But to the Indian dogs are merely utilitarian objects, landscapes are what he sees only too much of, every day of his life, and half-naked blondes are uninteresting, perhaps a little repulsive. American calendars were, in consequence, far less popular than German calendars; for the German advertisers had taken the trouble to find out what the Indians valued and were interested in. I remember in particular one masterpiece of commercial propaganda. It was a calendar put out by a manufacturer of aspirin. At the bottom of the picture one saw the familiar trademark on the familiar bottle of white tablets. Above it were no snow scenes or autumnal woods, no cocker spaniels or bosomy chorus girls. No — the wily Germans had associated their pain-relievers with a brightly colored and extremely lifelike picture of the Holy Trinity sitting on a cumulus cloud and surrounded by St. Joseph, the Virgin Mary, assorted saints and a large number of angels. The miraculous virtues of acetyl salicylic acid were thus guaranteed, in the Indians' simple and deeply religious minds, by God the Father and the entire heavenly host.
This kind of persuasion-by-association is something to which the techniques of subliminal projection seem to lend themselves particularly well. In a series of experiments carried out at New York University, under the auspices of the National Institute of Health, it was found that a person's feelings about some consciously seen image could be modified by associating it, on the subconscious level, with another image, or, better still, with value-bearing words. Thus, when associated, on the subconscious level, with the word "happy," a blank expressionless face would seem to the observer to smile, to look friendly, amiable, outgoing. When the same face was associated, also on the subconscious level, with the word "angry," it took on a forbidding expression, and seemed to the observer to have become hostile and disagreeable. (To a group of young women, it also came to seem very masculine — whereas when it was associated with "happy," they saw the face as belonging to a member of their own sex. Fathers and husbands, please take note.) For the commercial and political propagandist, these findings, it is obvious, are highly significant. If he can put his victims into a state of abnormally high suggestibility, if he can show them, while they are in that state, the thing, the person or, through a symbol, the cause he has to sell, and if, on the subconscious level, he can associate this thing, person or symbol with some value-bearing word or image, he may be able to modify their feelings and opinions without their having any idea of what he is doing. It should be possible, according to an enterprising commercial group in New Orleans, to enhance the entertainment value of films and television plays by using this technique. People like to feel strong emotions and therefore enjoy tragedies, thrillers, murder mysteries and tales of passion. The dramatization of a fight or an embrace produces strong emotions in the spectators. It might produce even stronger emotions if it were associated, on the subconscious level, with appropriate words or symbols. For example, in the film version of A Farewell to Arms , the death of the heroine in childbirth might be made even more distressing than it already is by subliminally flashing upon the screen, again and again, during the playing of the scene, such ominous words as "pain," "blood" and "death." Consciously, the words would not be seen; but their effect upon the subconscious mind might be very great and these effects might powerfully reinforce the emotions evoked, on the conscious level, by the acting and the dialogue. If, as seems pretty certain, subliminal projection can consistently intensify the emotions felt by moviegoers, the motion picture industry may yet be saved from bankruptcy — that is, if the producers of television plays don't get there first.
