brain alteration through branding
corporately conditioned consumer
"People actually remember few ads. Yet commercials
have an effect nonetheless. Even if they fail to sell a particular product,
they sell consumerism itself by ceaselessly reiterating the idea that there is
a product to solve each of life's problems, indeed that existence would be
satisfying and complete if only we bought the right things." - Alan Durning
"In the mid-1990s, studies began to suggest that
decision making, long
held to be a prime example of a mental process best accomplished without the
interference of emotions, could not only benefit from emotions, but also might
require them." - Jenny Lauren Lee Most adult humans
find a comfortable predictable day to day manner of living preferable to living
on the thin edge of not-life.
judge conditions and situations
confronted primarily through pattern matching. Most individuals claim they use
logic and reason to come to a particular conclusion
even though their actual decision
was based more upon a "feeling" than on a rational
Assume a consumer
purchases a product. The product works as advertised.
emotionally registers satisfaction with the product. That emotional
satisfaction subconsciously brands
emotional branding creates the "correct" emotional response, the "right
feeling", when we see the product on the shelf the next time and that "right
feeling" induces product loyalty.
profit in so many similar items,
marketers must brand a
product on the buyer's
Such efforts put
American adult in the cross hairs of ~ 3,000 advertising messages a day,
five times more than two decades ago.
Children are exposed to ~ 40,000
advertisements every year.
By the age of 18 months, they can recognize
By 10, they have memorized 300 to 400 brand logos.
average adult can recognize thousands of brand logos.
rational decisions are
reflexive snap judgements, shaped by
networks of neurons acting in concert.
These orchestras of cells are surprisingly malleable, readily
responding to the influence of experience.
The inescapable influence of marketing does
more than change minds.
Just as practicing
the piano or learning to read can
physically alter areas of the cerebral cortex,
the intense, repetitive
stimulation of marketing shapes
susceptible brain circuits involved in
"We are embedded in an enormous
sea of cultural messages, the neural influences of
which we poorly understand. We are beginning to understand the way in which
messages can gain control over our behavior." - neuroscientist Read Montague,
director of the Human Neuroimaging Laboratory at Baylor College of Medicine
While monitoring brain activity directly
researchers make inquiries into
consumer choice by harnessing
techniques pioneered for medical diagnosis: positron emission tomography, which
measures the brain's chemical activity; magnetic-resonance imagery, which
measures the brain's magnetic fields; and functional magnetic resonance
imaging, which measures blood
flow around working neurons.
"This is a way of
prying open the jar and seeing
what is inside." - psychologist Jonathan Cohen,
director of Princeton University's Center for the Study of Brain, Mind,
In the mind's eye,
celebrity faces trigger many
of the same circuits as images of shoes, cars, chairs, wristwatches,
sunglasses, handbags and water bottles.
celebrity faces were reduced
to a common denominator: a spasm of synapses in a part of the cortex called
Brodmann's area 10, a region associated with
a sense of identity and
None of these
neural responses come consciously to mind when a shopper is browsing brand
Much of what was
considered the product of logic and
deliberation is actually driven by primitive nueral systems responsible for
automatic emotional response processes
that evolved to manage conflicts
between sex, hunger, thirst and the
appetites of survival.
In recent years,
researchers have discovered that
regions such as the amygdala, the hippocampus and the hypothalamus are dynamic
switchboards that blend memory,
emotions and biochemical triggers.
These interconnected neurons
shape the way fear,
exhilaration and social
pressure influence the choices made.
trigger the same malleable circuits of reward, identity, desire and
product branding does.
Lattices of neurons are linked by pathways forged, then continually
revised, by experience.
So intimate is this feedback that there is no
way to separate the brain's
neural structure from the influence of the world that surrounds it.
As researchers have
learned to map the
anatomy of behavior they have realized that the brain, shaped by the
interplay of genes and environment, is more malleable
than anyone had guessed.
There is a fundamental conflict in our
society between consumers and business.
The concept of advertising is
predicated on marketing but it's no trick to sell people what they want to buy;
the trick is to make people want to buy what you want to sell. When you succeed
at that, you're a salesman. Otherwise, you're simply a clerk.
advertisements and commercials are designed to be salespersons, not clerks.
Consumers think purchasing
decisions are within their control.
If they are told they are being manipulated into wanting to purchase a product,
they will recoil. They know ads are designed to "sell" but they think that such
susceptibility mostly applies to others, not to them. This is known as
the blind spot bias.
People also want to be entertained. But they do not want to think that
entertainment is, in fact, merely a vehicle for inducing them to purchase
advertised products. They want the boundaries between entertainment and
advertising pitches to be clearly delineated. That delineation is the last
thing business wants.
Not until or unless consumers of entertainment
understand how businesses manipulate them into awareness of and desire for
their products via ostensible entertainment programming, will the media playing
field ever be level.
When consumers found the remote, the videotape and
most recently, TiVo, they zapped commercials. Advertisers returned the volley
with product placement.
In feature films, where advertising had never
established the foothold it had in television and other media venues, deals
between producers and advertisers have flourished. Studios are paid large fees
for conspicuously placing products in a scene or making brand name products
part of the storyline.
The following is an actual proposal for product
Dear Mr. Smith,
We are about to go into production
with the motion picture, "Run, Sheep, Run", a suspense thriller, set in Los
Angeles. If there is any interest from your company, and I'm sure there must
be, the film is better than any commercial that has been run on television or
any magazine, because the audience is totally unaware of the sponsor
involvement, I would like to have from your company the suggested brands for
the people as listed above and the necessary cartons of cigarettes to be used.
We would enter a contract, that upon delivery of the answer print to the
distributor, your company, Reynolds Tobacco, would pay to our production
company, the sum of $500,000.00. If for any reason the film is not distributed,
then your company is out only the time in answering my letter, and a few
packages of cigarettes, I think this protects both of us . I expect to hear
from you very shortly.
Robert P. Richards 08/25/72
placement, visual or auditory, is superior to straight commercials as people
generally put up defenses against invitations to a purchase. Product placement
circumvents these defenses and places the product in the
mind's eye for future
human brain development Verbal abuse from peers is associated with elevated psychiatric
symptoms and corpus callosum abnormalities.
The main causes are stress
hormones, changes in inhibitory
environmental experience affecting the formation of myelin electrical
insulation on nerve fibers.
The most sensitive period for verbal abuse
from peers in impairing brain development was exposure during the middle school
This is the period of life when these connections are developing
in the human brain, and wiring of the human brain is greatly influenced by
"Unlike the brains of most animals, which are cast at birth, the human brain
develops largely after we are born. The brain of a human infant is so feeble
that human babies are helpless. Human infants cannot walk, visual perception is
rudimentary, and cognitive abilities, likes and dislikes, talents and skills,
and the ability to communicate by speech or through reading and writing do not
develop fully until the completion of adolescence.
Our brains are the
product of the environment in which we are nurtured through the first two
decades of life. Our experience during childhood and adolescence determines the
wiring of our brain so powerfully that even processing of sensory information
is determined by our childhood environment.
Whether or not we can hear
eight notes in a musical scale or 12, or whether we find symmetry in art
beautiful or boring, or whether we can hear the difference in sound of the
English letter "R" vs. "L", depends entirely upon whether our brains wired up
during childhood in Western culture or Asian culture. The neural circuitry
underlying those sensory perceptions is directed by what we experienced in
early life, and these circuits cannot be rewired easily in the adult brain." -
Douglas Fields, Neurobiologist; Author, The Other Brain
a visionA Vision ! An Epiphany ! Humans have such large heads !
A cognitive light bulb
fired by the binder of the substance of the universe.
Unlike the foal
who shortly after birth climbs to her wobbly legs, a human infant can do
nothing for itself. Upon birth each and every human is dependent on other
humans for EVERYTHING.
I remember that time in my childhood that I
looked with marvel and awe at the abilities of
that took care of me.
Along with the compassion the giants showed
me they also showed me anger when my
unacceptable to a strange set of
rules. At times these rules were easy to understand - don't hit your
sister, it makes her cry (and upsets the giantss). At other times the unspoken
rules were unwittingly broken and the anger of the giants was provoked
unleashing a cascade of pain, regret and sorrow.
The most important
thing to each and every human infant is the feeling of belonging, feeling the
embrace of the protective giant and soothing the anger of the angry giant
deeply in the subconscious are the keys which unlock emotional reactions.
These emotional "keys" originally turned
in response to the actions of the giants remain in place throughout life.
Buried deeply in the subconscious
as we grow into adults is the old memory of the giants who cared for us as
When we reach adolescence our subconscious suggests
that we are nearing gianthood. Soon we will be as big, as smart, as strong and
as capable as the giants. Reality steps in and slaps us in the face. Not once,
not twice but an uncountable number of times.
Soon enough we come to
learn that we will never become giants, even though our minds ache for
the control and power of giants. Soon
enough we learn we are not immortal and soon enough we learn we can be
Giants, our parents, who as infants we saw as gods, no longer
measure up to the office of
godhood so we look for stronger gods.
Gods to fear, gods to protect us,
gods to save us.
Perhaps those gods live high atop the
mountain where they control the
thunder and lightening.
Perhaps they live inside of the Mosque, the Temple or
Megachurch. Perhaps those gods live only as ghosts, demons or apparitions
inside the black magic flat screen, untouchable yet so
a life of action, adventure and romance. Or perhaps those
gods live in a far distant
capital governing our lives from behind the marble columns within the gilded
halls. Humans need to belong and they look to on high for guidance -
emotional reactions blazoned into their subconscious as infants.
Faith in the gods is lost when those
gods fail us. Faith in oneself is lost when
finally we realize deep inside and have to admit to ourselves that we will
never attain the godhood we so desperately seek. These "gods" - high atop a
mountain; living in the church, temple or mosque; moving as shades with the
black magic flat screen or sitting on their throne behind white marble columns
- lose their glorious
status as we come to see that their power is limited, that they make mistakes
and that they bleed just like us.
This is the way in which humans
perceive greater power. Our gods crushed and dead, trampled to
by a relentless reality that doggedly marches through time day after day after
Our spirits crushed by the fact that "our gods are dead" we fail
to see that it was us all along - our understanding of "the gods" was a
mistaken one. We have been searching for a protector, a savior, a god to
emulate but now we find that our god was
Many turn to
as well make the most out of the very short time I have" . Others turn to
peers, "let us form a governing group,
together we are stronger ... perhaps we can get the others to believe we are
We fail to recognize that our god was a lie because our
concept of God was befuddled. Time for humanity to grow up.
have some concept of God and most of
those concepts are rather hazy.
The main reason these concepts remain hazy
is due to the need to make connections with originally ingrained concepts of
god in light of all the knowledge gained later in life.
men understand the mystical experience.
A mystical core exists
within all religions, Eastern and
core is directly related to human dreams,
emotional needs and
Human subconscious reality is
symbolically expressed within this mystical core in each religion in
ways that differ only as to culture or
religion has an element of truth in that the symbolic
spiritual archetypes spring directly from
emotional needs and
back to stacks
This web site is not a commercial web site and
is presented for educational purposes only.
This website defines a new
perspective with which to engage reality to which its author adheres. The
author feels that the falsification of reality outside personal experience has
created a populace unable to discern propaganda from reality and that this has
been done purposefully by an international corporate cartel through their
agents who wish to foist a corrupt version of reality on the human race.
Religious intolerance occurs when any group refuses to tolerate religious
practices, religious beliefs or persons due to their religious ideology. This
web site marks the founding of a system of philosophy named The Truth of the
Way of Life - a rational gnostic mystery religion based on reason which
requires no leap of faith, accepts no tithes, has no supreme leader, no church
buildings and in which each and every individual is encouraged to develop a
personal relation with the Creator and Sustainer through the pursuit of the
knowledge of reality in the hope of curing the spiritual corruption that has
enveloped the human spirit. The tenets of The Truth of the Way of Life are
spelled out in detail on this web site by the author. Violent acts against
individuals due to their religious beliefs in America is considered a "hate
This web site in no way condones violence. To the contrary the
intent here is to reduce the violence that is already occurring due to the
international corporate cartels desire to control the human race. The
international corporate cartel already controls the world economic system,
corporate media worldwide, the global industrial military entertainment complex
and is responsible for the collapse of morals, the elevation of self-centered
behavior and the destruction of global ecosystems. Civilization is based on
cooperation. Cooperation does not occur at the point of a gun.
social mores and values have declined precipitously over the last century as
the corrupt international cartel has garnered more and more power. This power
rests in the ability to deceive the populace in general through corporate media
by pressing emotional buttons which have been preprogrammed into the population
through prior corporate media psychological operations. The results have been
the destruction of the family and the destruction of social structures that do
not adhere to the corrupt international elites vision of a perfect world.
Through distraction and coercion the direction of thought of the bulk of the
population has been directed toward solutions proposed by the corrupt
international elite that further consolidates their power and which further
All views and opinions presented on this web site are
the views and opinions of individual human men and women that, through their
writings, showed the capacity for intelligent, reasonable, rational, insightful
and unpopular thought. All factual information presented on this web site is
believed to be true and accurate and is presented as originally presented in
print media which may or may not have originally presented the facts
truthfully. Opinion and thoughts have been adapted, edited, corrected,
redacted, combined, added to, re-edited and re-corrected as nearly all opinion
and thought has been throughout time but has been done so in the spirit of the
original writer with the intent of making his or her thoughts and opinions
clearer and relevant to the reader in the present time.
Fair Use Notice
This site may contain copyrighted material the use of which has
not always been specifically authorized by the copyright owner. We are making
such material available in our efforts to advance understanding of criminal
justice, human rights, political, economic, democratic,
scientific, and social justice
issues, etc. We believe this constitutes a 'fair use' of any such copyrighted
material as provided for in section 107 of the US Copyright Law. In accordance
with Title 17 U.S.C. Section 107, the material on this site is distributed
without profit to those who have expressed a prior interest in receiving the
included information for research and educational purposes. For more
information see: www.law.cornell.edu/uscode/17/107.shtml. If you wish to use
copyrighted material from this site for purposes of your own that go beyond
'fair use', you must obtain permission from the copyright owner.
© Lawrence Turner
All Rights Reserved