brain alteration through branding
Most adult humans find a
comfortable predictable day to day manner of living preferable to living on the
thin edge of not-life.
Individuals 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
For example, when
a consumer purchases a product and the product works as advertised and expected
then that consumer will emotionally
register satisfaction with the product. That emotional satisfaction
subconsciously brands an individual.
emotional branding creates the "correct"
emotional response, the "right feeling",
when we see the product on the shelf the next time and that induces product
"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
"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 a study conducted in 2007 to see if branding
affected preschoolers the children were given identical
food: one was branded McDonald's, the other
was presented in unmarked wrappers. Three quarters of the children
thought the McDonald's branded food
"Advertisers have tried to do exactly what this study is
talking about - to brand younger and younger children, to instill in them an
almost obsessional desire for a
particular brand-name product." - Dr. Victor Strasburger, American Academy of
profit in so many similar items,
marketers must brand a
product on a buyer's mind.
Such efforts put the average American adult in the cross hairs of as
many as 3,000
a day, five times more than two decades
Children are exposed to
40,000 advertisements every
By the age of 18 months, they can recognize logos.
they have memorized 300 to 400 brand logos.
The average adult can
recognize thousands of brand logos.
decisions are reflexive snap
judgments, shaped by networks of
neurons acting in concert.
These orchestras of
cells are surprisingly malleable, readily responding to the influence of
marketing does more than change
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 decision-making.
"We are embedded in an enormous
sea of cultural messages, the neural influences of which we
poorly understand. We are
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 in Houston
brain activity directly
researchers make inquiries into
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 box and
seeing what is inside." - psychologist
director of Princeton University's Center for the Study
of Brain, Mind, & Behavior
eye, celebrities trigger many of the same
circuits as images
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 social image. None of these
neural responses come
consciously to mind when a shopper
is browsing brand labels.
Much of what was
considered the product of
logic and deliberation is actually driven
by primitive brain systems responsible
for automatic emotional response
processes that evolved to manage conflicts between
sex, hunger, thirst and the other
elemental appetites of
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 ways that
social pressure influence the
choices humans make.
Political beliefs trigger the same malleable circuits
of reward, identity,
product branding does.
Lattices of neurons are linked by pathways forged, then continually
revised, by experience.
intimate is this feedback that there is no way to
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 salesmanship 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
Media advertisements and commercials are designed to be
salespersons, not clerks.
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
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.
following is an actual proposal for product placement:
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
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
Product 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 influence.
human brain development"Verbal abuse
from peers is associated with elevated
and corpus callosum abnormalities. The main causes are
stress hormones, changes in
inhibitory neurotransmitters, and
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
years. 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
vision, an epiphany.
light bulb fired by the binder of the substance of the universe.
have such large heads.
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 the
gods that took care of me. Emblazoned in my soul is also that belt at the waist
of the angry god which was right at my
Along with the compassion the gods showed me they also
showed me anger when my behavior was
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 gods). At
other times the unspoken rules were unwittingly broken and the anger of the
gods was provoked unleashing a cascade of pain and sorrow.
important thing to each and every human infant is the feeling of belonging,
feeling the embrace of the protective "god" and soothing the anger of
the angry god through compliance.
Buried deeply in the subconscious are
the keys which unlock emotional reactions. These
emotional "keys" originally turned in
response to the actions of the "gods" remain in place throughout
life. Buried deeply in the subconscious as we grow
into adults is the old memory of the gods who cared for us as
When we reach adolescence our subconscious suggests that we
are nearing "godhood". Soon we will be as big, as smart, as strong and as
capable as the "gods". 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 "gods", even though our minds ache for the control
and power of godhood. Soon enough we learn we are not immortal and soon enough
we learn we can be broken.
Our parents, who as infants we saw as gods,
no longer measure up to the
office of godhood so we look for other gods.
Gods to fear, gods to
protect us, gods to save us.
those gods live high atop the
mountain where they control the thunder and lightening. Perhaps they live
inside of the Mosque, the Temple or
the Megachurch. Perhaps those gods live only as ghosts, demons or apparitions
inside the black magic flat screen, untouchable yet so glamorous living 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
day. Our spirits crushed by the fact that "our gods are dead" we fail to see
that it was us 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 a lie.
Many turn to hedonism "might 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 gods".
We fail to recognize that our god was a lie
because our concept of God was befuddled. Time for humanity to grow up.
Most humans have some concept of God and most of those concepts are
rather hazy. The main reason these concepts are hazy is due to the need to make
connections with those originally ingrained concepts of god in light of all the
knowledge gained later in life.
Few modern men understand the
"The deep mystery of life, consciousness, reality and your natural
place within existent reality. The deep mystery of existence is a mysterium, a
mystery, tremendum et fascinans-tremendous, terrifyingly horrific when
initially contemplated because understanding smashes all of your fixed notions
of existent reality. Horrific, yet at the same time utterly fascinating, the
beauty of your own nature and being. When you start thinking about these
things, about the inner mystery, inner life, the
eternal life, there are not
too many symbolic conceptual images for you to use." - Joseph Campbell
A mystical core exists
within all religions, Eastern and
Western. This mystical core
is directly related to human dreams, emotional needs and emotional experiences.
Human subconscious reality is symbolically expressed within this
mystical core in each religion
in ways that differ only as to culture or sub-culture. Each religion has an
element of truth in that the subconscious symbolic spiritual archetypes spring
directly from human dreams, emotional needs and emotional
The essential elements of
religion conceptualize spiritual reality as common among all human beings.
All human life is
spiritually interconnected through the subconscious symbolic spiritual
archetypes that express subconscious human reality in the
mystical core of each religion.
All human souls are motivated at the most basic spiritual level to participate
spiritually as well as materially in life. All human beings deal with the
forces of reality spiritually in much the same way, even though there are
cultural and religious differences.
experience comes from a dissociative state of consciousness.
Minds trained to think in a linear academic manner have a much more difficult
time of reaching this disassociative state of consciousness than
the shepherd in the field watching
Throughout history psychoactive substances have helped
those with compartmentalized minds to reach that
dissociative state of
"In contrast to the mechanistic Western view, the
Eastern view of the world is "organic." For the Eastern mystic, all things and
events perceived by the senses are interrelated, connected, and are but
different aspects or manifestations of the same ultimate reality. Our tendency
to divide perceived reality into individual and separate things and to
experience ourselves as isolated egos in this reality is seen as an
illusion which comes from our
measuring and categorizing mentality. It is called avidya, or
ignorance, in Buddhist
philosophy, and is seen as the state of a disturbed mind which has to be
overcome: When the mind is disturbed, the multiplicity of things is produced,
but when the mind is quieted, the multiplicity of things disappears." -Fritjof
the mystical experience, a dis-associative state of consciousness, the quieted
intellect (allowed only the ability to observe) comes to understand that this
is communion with Creation.
Some see only
silence, some hear only
light, some taste only aroma, some smell
only flavor, but all touch Creation.
And once you touch Creation then
you have no need for man's inadequate descriptions of God. And once you have
touched Creation/Nature/God you realize that there is only one thing of any
importance at all: LIFE !!!
FIRST NO HARM !!!
history humans have reached for the Creator and Sustainer by
modifying consciousness to reach a
dis-associative state of consciousness and thus attain
the mystical experience. Within religion
this has been done through pain - flagellation, fasting, chanting or the use of
Warning: For the beginner use of powerful
psychoactive substances should be confined to use in religious rituals, or when
immersed in nature, in the presence of a Spirit Guide.
Coherence in Thought 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
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 central banking
system, mass 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
American 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 mass media by pressing emotional buttons which have been preprogrammed
into the population through prior mass 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 their purposes.
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