![]() ![]() When I asked him about the operation of the satnav, he was quick to explain that one of the great things about this satnav was you will find it so much easier to operate. This is just one short sentence in our conversation. The words you and your are used a total of five times in this short sentence, underlining in the prospective buyer’s mind that he will be the one driving the car away – not someone else. Notice also the use of the weasel phrase “when you put your foot down, you will notice the seat in your back as you accelerate away”. When a prospective buyer hears a phrase like that, he cannot but imagine himself driving the vehicle away and the smooth acceleration. “When you put your foot down in this vehicle, you will certainly notice the seat in your back as you accelerate away.” When I took myself off to buy a new car recently the young salesman – who had obviously been well-trained – was keen to concentrate on how I would feel when I was driving the vehicle. There is also a sort of hypnosis used in the persuasion. The weasel phrases and embedded commands that are so often incorporated in the advertising are designed to get you to come off the fence and make a decision in favour of the seller. Salesmen and advertisers use subliminal persuasion all the time.īy the time you read or hear the advertising you are usually at least some way towards being interested in the product even if you haven’t reached the commitment stage yet. When I use a word, Humpty Dumpty said in rather a scornful tone, it means just what I choose it to mean - neither more nor less. Dictionary definitions come up with phrases like “existing or operating below the threshold of consciousness”, and “employing stimuli insufficiently intense to produce a separate sensation but often being designed to be intense enough to influence the mental processes from the behaviour of another”. ![]()
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