LITMIR.BIZ

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      From the conditions under which we may expect subliminal suggestion to be effective we now pass to the suggestions themselves. In what terms should the propagandist address himself to his victims' subcon­scious minds? Direct commands ("Buy popcorn" or "Vote for Jones") and unqualified statements ("Social­ism stinks" or "X's toothpaste cures halitosis") are likely to take effect only upon those minds that are already partial to Jones and popcorn, already alive to the dangers of body odors and the public ownership of the means of production. But to strengthen existing faith is not enough; the propagandist, if he is worth his salt, must create new faith, must know how to bring the indifferent and the undecided over to his side, must be able to mollify and perhaps even convert the hostile. To subliminal assertion and command he knows that he must add subliminal persuasion.

      Above the threshold of awareness, one of the most effective methods of non-rational persuasion is what may be called persuasion-by-association. The propagan­dist arbitrarily associates his chosen product, candi­date or cause with some idea, some image of a person or thing which most people, in a given culture, unquestioningly regard as good. Thus, in a selling campaign female beauty may be arbitrarily associated with any­thing from a bulldozer to a diuretic; in a political campaign patriotism may be associated with any cause from apartheid to integration, and with any kind of person, from a Mahatma Gandhi to a Senator McCar­thy. Years ago, in Central America, I observed an example of persuasion-by-association which filled me with an appalled admiration for the men who had de­vised it. In the mountains of Guatemala the only im­ported art works are the colored calendars distributed free of charge by the foreign companies whose prod­ucts are sold to the Indians. The American calendars showed pictures of dogs, of landscapes, of young women in a state of partial nudity. But to the Indian dogs are merely utilitarian objects, landscapes are what he sees only too much of, every day of his life, and half-naked blondes are uninteresting, perhaps a little repulsive. American calendars were, in conse­quence, far less popular than German calendars; for the German advertisers had taken the trouble to find out what the Indians valued and were interested in. I remember in particular one masterpiece of commercial propaganda. It was a calendar put out by a manufac­turer of aspirin. At the bottom of the picture one saw the familiar trademark on the familiar bottle of white tablets. Above it were no snow scenes or autumnal woods, no cocker spaniels or bosomy chorus girls. No -- the wily Germans had associated their pain-relievers with a brightly colored and extremely lifelike picture of the Holy Trinity sitting on a cumulus cloud and surrounded by St. Joseph, the Virgin Mary, as­sorted saints and a large number of angels. The mirac­ulous virtues of acetyl salicylic acid were thus guaranteed, in the Indians' simple and deeply religious minds, by God the Father and the entire heavenly host.

      This kind of persuasion-by-association is something to which the techniques of subliminal projection seem to lend themselves particularly well. In a series of ex­periments carried out at New York University, under the auspices of the National Institute of Health, it was found that a person's feelings about some con­sciously seen image could be modified by associating it, on the subconscious level, with another image, or, better still, with value-bearing words. Thus, when asso­ciated, on the subconscious level, with the word "happy," a blank expressionless face would seem to the observer to smile, to look friendly, amiable, outgoing. When the same face was associated, also on the subcon­scious level, with the word "angry," it took on a forbid­ding expression, and seemed to the observer to have become hostile and disagreeable. (To a group of young women, it also came to seem very masculine -- whereas when it was associated with "happy," they saw the face as belonging to a member of their own sex. Fa­thers and husbands, please take note.) For the commer­cial and political propagandist, these findings, it is obvious, are highly significant. If he can put his vic­tims into a state of abnormally high suggestibility, if he can show them, while they are in that state, the thing, the person or, through a symbol, the cause he has to sell, and if, on the subconscious level, he can associate this thing, person or symbol with some value-bearing word or image, he may be able to modify their feelings and opinions without their having any idea of what he is doing. It should be possible, accord­ing to an enterprising commercial group in New Or­leans, to enhance the entertainment value of films and television plays by using this technique. People like to feel strong emotions and therefore enjoy tragedies, thrillers, murder mysteries and tales of passion. The dramatization of a fight or an embrace produces strong emotions in the spectators. It might produce even stronger emotions if it were associated, on the subconscious level, with appropriate words or symbols. For example, in the film version of A Farewell to Arms, the death of the heroine in childbirth might be made even more distressing than it already is by subliminally flashing upon the screen, again and again, during the playing of the scene, such ominous words as "pain," "blood" and "death." Consciously, the words would not be seen; but their effect upon the subconscious mind might be very great and these effects might powerfully reinforce the emotions evoked, on the conscious level, by the acting and the dialogue. If, as seems pretty certain, subliminal projec­tion can consistently intensify the emotions felt by moviegoers, the motion picture industry may yet be saved from bankruptcy -- that is, if the producers of television plays don't get there first.

      In the light of what has been said about persuasion-by-association and the enhancement of emotions by subliminal suggestion, let us try to imagine what the political meeting of tomorrow will be like. The candi­date (if there is still a question of candidates), or the appointed representative of the ruling oligarchy, will make his speech for all to hear. Meanwhile the tachistoscopes, the whispering and squeaking machines, the projectors of images so dim that only the subconscious mind can respond to them, will be reinforcing what he says by systematically associating the man and his cause with positively charged words and hallowed images, and by strobonically injecting negatively charged words and odious symbols whenever he men­tions the enemies of the State or the Party. In the United States brief flashes of Abraham Lincoln and the words "government by the people" will be pro­jected upon the rostrum. In Russia the speaker will, of course, be associated with glimpses of Lenin, with the words "people's democracy," with the prophetic beard of Father Marx. Because all this is still safely in the future, we can afford to smile. Ten or twenty years from now, it will probably seem a good deal less amus­ing. For what is now merely science fiction will have become everyday political fact.

      Poetzl was one of the portents which, when writing Brave New World, I somehow overlooked. There is no reference in my fable to subliminal projection. It is a mistake of omission which, if I were to rewrite the book today, I should most certainly correct.