In hypnotic approaches are widely used the results of research, a surge which took place in the United States, after the second world war, when clearly defined interest in the manipulation of consciousness, especially in the field of advertising. The first conclusions drawn in post-war studies of purchasing behavior were as follows:
first, people tend to make impulsive purchases.
secondly, advertising does not change the beliefs of a person about their preferred product, but if this product is suddenly not on sale, the buyer will take the product that is currently advertised;
third, when a person sees the product that he intends to buy this minute, he freezes, stops blinking and swallowing saliva, his breathing slows down, his pupils dilate, his eyes become unfocused. This is nothing but a typical picture of hypnotic trance;
fourth, the buyer, being a spectator, reader and listener of advertising, tends to identify with some of the characters of the text story, or film (the phenomenon of identification works). A real person will learn the behavioral pattern of the advertising character, and when met by a real product will behave more quickly .just like an advertising character.
It's not hard to see in the shopping .behavior symptoms of hypnotic trance. It was a natural conclusion: advertising should provoke:
- trance induction at the sight of goods;
- making impulsive purchases.
Suggestion or suggestion is a process of influence on the human psyche associated with a decrease in consciousness and criticality in the perception of the suggested content, which does not require any detailed personal analysis or evaluation of the motives for certain actions. The essence of suggestion is to influence the feelings of man, and through them-on his will and mind. It should be borne in mind that different people have different degrees of suggestibility. Psychologists say that suggestibility depends on a number of factors, which include:
- uncertainty;
- timidity;
- low self esteem;
- impressionability;
- the weakness of logical analysis.
Here are some of the methods of suggestion: Concreteness and imagery of keywords. The use of words whose meaning is concrete, the contents of which are easy to afford, significantly increases the effect of suggestion. But abstract concepts dramatically reduce the power of suggestion. Let's compare two collections:
"Shine, night, scissors, rose, rust, bitter, calm, sweet, pine, old man. Any of these words immediately evokes a mental image of the named. or:
- therefore, as a result, market conditions, sales, equipment, company, excess. What kind of images can stand in for these concepts?
Concreteness and imagery of qualities. Pronouncing the word "Apple", it is hardly possible to enrich someone's experience. Quite another matter -- the qualitative signs of: juicy, ripe, rosy, sweet, tender or green, petty, a steadfast, sour, wormy. The difference is noticeable even in the imaginary taste sensations.
Avoidance of negative "no" and "not" particles. The human psyche resists them, alarming, causing doubts. It's one thing to advertise a drug to say " You won't get sick!"and quite another "It will heal You!"
Speech dynamics. One of the strongest means of suggestion. Basic techniques of speech dynamics that can improve the suggestion of speech:
softness and strength of voice;
the richness of intonations;
pauses;
high rate of speech;
it is Believed that it is higher in people with a high level of intelligence and therefore more credible
According to the observations of psychologists, for advertising purposes, it is more advantageous to use a male voice, especially a low, "velvet" one.
The effect of sound combinations. The ability to purposefully influence a person, his emotions with the help of certain words and phrases known since ancient times. Some of them can cause not only certain emotions, but also subconsciously perceived as some images.There are many techniques of trance guidance used in advertising:
- showing trance behavior;
- age regression;
- use of natural trance States;
- overload of consciousness;
- break the pattern;
- use is full of uncertainty, unpredictability;
- the use of artificial or non-existent words;
- the technique of dispersion;
- perseveration;
appeal to authority and others. the Basis of the advertising story can be any other technique of trance induction. For example, you can use, and advertising gives a lot of examples, inducing trance, causing age regression. Specific advertising products play on the behavior of schoolchildren and young students, the relationship of grandmothers and grandchildren, etc.
Natural trance States are used in the plots of films through the display of the state after waking up (usually used in advertising coffee, and bedroom furniture) and the state before falling asleep, in the series "rest by the water" (fishing, beach) -- the characters look at the water surface, showing a tedious journey in the car, in the bus; showing the characters, absently contemplating the pictures of nature, considering the sky and clouds on it. Verbal descriptions: "comfort, cosiness, rest, relaxation"
Induction of trance through the overload of consciousness is achieved in the plots of films through the display of two simultaneously speaking characters, rapid and chaotic alternation of pictures in the frame and in combination with rapid speech, etc.