Brave New World Revisited by Aldous Huxley

made to allow for the many variables that undoubtedly affect the consumption of popcorn by a theater audience. And anyhow was this the most effective way of applying the knowledge accumulated over the years by the scientific investigators of subconscious perception? Was it intrinsically probable that, by merely flashing the name of a product and a command to buy it, you would be able to break down sales resistance and recruit new customers? The answer to both these questions is pretty obviously in the negative. But this does not mean, of course, that the findings of the neurologists and psychologists are without any practical importance. Skillfully applied, Poetzl’s nice little piece of pure science might well become a powerful instrument for the manipulation of unsuspecting minds.
    For a few suggestive hints let us now turn from the popcorn vendors to those who, with less noise but more imagination and better methods, have been experimenting in the same field. In Britain, where the process of manipulating minds below the level of consciousness is known as “strobonic injection,” investigators have stressed the practical importance of creating the right psychological conditions for subconscious persuasion. A suggestion above the threshold of awareness is more likely to take effect when the recipient is in a light hypnotic trance, under the influence of certain drugs, or has been debilitated by illness, starvation, or any kind of physical or emotional stress. But what is true for suggestions above the threshold of consciousness is also true for suggestions beneath that threshold. In a word, the lower the level of a person’spsychological resistance, the greater will be the effectiveness of strobonically injected suggestions. The scientific dictator of tomorrow will set up his whispering machines and subliminal projectors in schools and hospitals (children and the sick are highly suggestible), and in all public places where audiences can be given a preliminary softening up by suggestibility-increasing oratory or rituals.
    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
tointegration, 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