brain alteration through branding

(or creating corporately conditioned consumer clones)

Don't blame your brain for that bad decision

‘Grrreat’ ads can make kids loyal to brands for life

Why Are Americans So Easy to Manipulate and Control?

"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.

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 rational decision.

Assume a consumer purchases a product. The product works as advertised.

This consumer emotionally registers satisfaction with the product.

That emotional satisfaction subconsciously brands the individual.

Subconscious 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.

To find profit in so many similar items, marketers must brand a product on the buyer's mind.

Such efforts put the average 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 logos.

By 10, they have memorized 300 to 400 brand logos.

The average adult can recognize thousands of brand logos.

Many seemingly 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.

Brand marketing physically alters the brain structure.

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 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 in Houston

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 magnetic fields of the brain; 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, & Behavior

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.

Objects and 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 traditionally 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 other elemental 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, panic, exhilaration and social pressure influence the choices made.

Political beliefs trigger the same malleable circuits of reward, identity, desire and threat that 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.

Media 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 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 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

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 psychiatric symptoms 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 environmental experience.

"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

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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 forged 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 crime."

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.

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 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 their purposes.

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