It is really easy to notice hidden hypnotic commands in advertising if you know just what to look or listen for.
A simple example is a print ad for a plumber in the phone directory. At the bottom of the add there will be a phone number and the command “call now” in bold and/or larger print.
In advertising this is called a “call to action.” research and long experience has shown that ads with a call to action get higher response rates than ads that do not. The larger, bolder print calls attention to itself by being different from the rest of the copy in the ad, and it is obviously a command.
What makes this “hypnotic”? In normal conversation it is common to emphasize certain words or phrases to make the message more urgent, or even change the meaning.
“Did YOU do that?”
Is different than,
“Did you do THAT?”
Hypnotherapists have found that it is possible to bury a second message inside of normal conversation by emphasizing certain words or phrases to communicate the second message to the other person’s unconscious mind. The unconscious mind notices the different emphasis which marks out a second message even though the conscious mind does not.
In NLP (NeuroLinguistic Programming) the buried messages are called “embedded commands.” And, although not everyone has heard of NLP, marketers, sales people, and advertising agencies are very much aware of how to use the principles of NLP to increase the effectiveness of advertising.
In radio and television commercials, you may notice that certain words are louder, or emphasized in some way. “Call Now” “Come on buy for great savings.”
I wonder now if it might be fun for you to occasionally listen closely for embedded commands in commercials. When you are consciously aware of them, you will most certainly have more choice over how they influence you.
Want to know more about embedded commands? Take a look at my last blog post: “How to Use Hidden Hypnotic Commands in Normal Conversation”.