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Go out and ask a bunch of your friends whether or not they have a preference for Coke and Pepsi. Some people say they taste the same, but most people will say they can taste the difference. Ask your friends if they think the subtle meanings portrayed in each brands advertising has affected the way they feel about the drink. Inevitably they will say no. Inevitably, they will say that the only thing that affects the way they feel about the product is the way it tastes. Ask them what they think about the fact that each of these companies spend more time and money on advertising than they do on anything else, and they will inevitably say that the advertising has no affect on them. And of course they would think that because the effect is ‘unconscious’. You probably have some vague memory of the ads you’ve seen over the years for these products. Scantly clad, young attractive guys and girls in the prime of their fertile lives. Usually in party or holiday mode. Socialising. Relaxing. Wearing the latest trends in fashion, looking cool and having flirtatious fun. Consciously there is not much going on, but branding doesn’t work in our conscious mind. And our unconcious mind sees a very different meaning here. These advertisers aim to activate the deeper part of the brain which is often referred to as the ‘reptilian’ brain. It controls many of our basic animal instincts that our conscious mind has little awareness of. And those animal instincts see those images and create some very strong meanings around them. To put it simply, those ads tell our unconscious mind that if we associate with their brand, we will fit in with the cool kids and become more socially and sexually desirable. From a primitive tribal prospective, that means our offspring will be more protected by the tribe and have a better chance of survival. Actually, Coke started it, but because our animal ‘tribal’ instinct tells us to fit in with a pack, then all Pepsi had to do was something very similar but in a way we perceive it as opposite (i.e. blue is the opposite of red). Now the message becomes this, try to fit in with the Coke tribe, but if you can’t, then at least fit in with the Pepsi tribe instead. If you can fit in, you’ll feel a greater sense of self worth. And as Stuart experienced during his running years, there are few things that drive us with as much power as a sense of self worth. Of course, through conscious eyes, this all seems kind of absurd. Were intelligent, logical, rational and sophisticated humans. Not dumb animals, right? And even if we did feel that way when we see those ads, we would realise it wouldn’t we? All the advertisers have to do is trigger you to have very subtle feelings. So subtle, that you don’t even realise that they are there. Its the repetition of those subtle feelings that programs your unconscious mind to create the meaning. You see those messages all the time throughout your whole life. And at some point, eventually, you’re going to feel a desire to fit in with the cool kids (especially during your adolescent years). And in those moments, your uncurious has already primed you to associate those feelings with certain brands through all those repetitious messages you thought nothing of at the time. The take home message is that they still have to make a product that tastes at least reasonably good of course. But remember, the taste is only part of it. The rest is in the psychology of how the brands are marketed to manipulate the feelings and meanings we attach to them which distorts how we think they taste. So if advertisers can trick our brain into making us prefer their products, then how can we take back the power and control? As a therapist, many people come to me saying “I just wished you could trick my brain into wanting to exercise and eat healthy”. So if you would like to know how exactly to trick your brain into craving healthy habits instead, then this book is for you.
The inaugural winner of Simon & Schuster’s Books Like Us contest, Elba Iris Pérez’s lyrical, cross-cultural coming-of-age debut novel explores a young girl’s childhood between 1950s Puerto Rico and a small Massachusetts factory town. Andrea Rodríguez is nine years old when her mother whisks her and her brother, Pablo, away from Woronoco, the tiny Massachusetts factory town that is the only home they’ve known. With no plan and no money, she leaves them with family in the mountainside villages of Puerto Rico and promises to return. Months later, when Andrea and Pablo are brought back to Massachusetts, they find their hometown significantly changed. As they navigate the rifts between their family’s values and all-American culture and face the harsh realities of growing up, they must embrace both the triumphs and heartache that mark the journey to adulthood. A heartfelt, evocative portrait of another side of life in 1950s America, The Things We Didn’t Know establishes Elba Iris Pérez as a sensational new literary voice.
The cigarette is the deadliest artifact in the history of human civilization. It is also one of the most beguiling, thanks to more than a century of manipulation at the hands of tobacco industry chemists. In Golden Holocaust, Robert N. Proctor draws on reams of formerly-secret industry documents to explore how the cigarette came to be the most widely-used drug on the planet, with six trillion sticks sold per year. He paints a harrowing picture of tobacco manufacturers conspiring to block the recognition of tobacco-cancer hazards, even as they ensnare legions of scientists and politicians in a web of denial. Proctor tells heretofore untold stories of fraud and subterfuge, and he makes the strongest case to date for a simple yet ambitious remedy: a ban on the manufacture and sale of cigarettes.
Statistics maven Cheryl Russell--editorial director of "New Strategist Publications"--offers a fast-paced adventure in trend spotting, separates facts from fantasy, and applies a hefty dose of common sense to provide a deeper understanding of the processes at work in American society.
Common Secrets is about a young girl who dreamed of being a star in the sky. Monday lived and loved life with her mother, Jade, but her dreams and life became a real dream that she had no intentions of happening. Monday had to find the dream that she knew was hers and to leave the real dream that was taking place. Monday faced extreme challenges with no one to turn to. Only God would be her listening ear of her many nights of cries.
The revolutionary international bestseller that will stop you smoking - for good. 'If you follow my instructions you will be a happy non-smoker for the rest of your life.' That's a strong claim from Allen Carr, but as the world's leading and most successful quit smoking expert, Allen was right to boast! Reading this book is all you need to give up smoking. You can even smoke while you read. There are no scare tactics, you will not gain weight and stopping will not feel like deprivation. If you want to kick the habit then go for it. Allen Carr has helped millions of people become happy non-smokers. His unique method removes your psychological dependence on cigarettes and literally sets you free. Accept no substitute. Five million people can't be wrong.
In this fast-paced thriller, eighteen-year-old Calli finds herself alone after the loss of her father—until a bruised and broken girl shows up on her property, forcing her to face the present, rethink her future, and unearth the skeletons of her own past. Life has never been easy in the small desert town of Harmony, but even on the day Calli Christopher buries her father, she knows she is surrounded by people who care about her. But after the funeral, when everyone has finally gone home, Calli discovers a girl on her property. A girl who’s dirty and bruised and unable to speak. And petrified. Calli keeps the girl secret—well, almost secret. She calls her Ash and begins to nurture her back to health. But word spreads in a small town, and soon a detective comes around asking questions about a missing girl from another town. But these only raise more questions--about Ash and about the people Calli knows well. Still, she must ask: is Ash in danger…or is she the danger?
Discover the truth behind the myths of the Emerald Isle Forget about shamrocks, leprechans, and all that blarney; 101 Things You Didn't Know about Irish History dispels the myths and tells the true story of the Irish. Inside, you'll learn about: Lives of the ancient Celts before the British invasions Famous Irish including Michael Collins, Charles Parnell—and Bono! The potato famine and emigration (were there really gangs of New York?) Irish music and dance Complete with an Irish language primer and pronunciation guide, 101 Things You Didn't Know about Irish History is an informative reference for anyone who loves the Irish.
