Changing Another Person LO20132

John Gunkler (
Tue, 8 Dec 1998 10:29:34 -0600

Replying to LO20069 --

Wow, it's difficult to keep the point of a discussion clear, isn't it?
[I'm referring to my own shortcomings.] Language is a blunt tool. Like a
stone axe, it takes constant attention and sharpening to remain useful.

Joe DiVincenzo makes the valid point that:

>Jingles, colors, etc do catch our eyes and ears and thinking. And there
>are many products I >find close to repulsive that their jingles and
>creative ads capture my thoughts and attention. >-- Yet, the big mac and
>mac's fries are still my pick(les)!

However, I don't think I ever wrote nor implied that the advertising I
referred to necessarily affected the behavior of purchasing the client's
products. I was only making the point that the behavior of learning
(memorizing, remembering) the words and music of an advertising jingle
occurs without one's conscious decision to do so -- and perhaps even in
spite of one's decision not to remember it. And that's powerful! To
think that any kind of behavior can be made to happen without the person's
permission, maybe even in spite of a conscious decision not to act in a
certain way, is a scary thing. And my point was that it happens.

I made the point in response to some expressed beliefs that "only I can
determine whether I will change my behavior." I believe that the evidence
is clear that, in some circumstances, others can determine whether my
behavior will change.


"John Gunkler" <>

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