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One of my earlier life experiences was learning the jingle business in NYC, back in 1972. I worked a few blocks from where Cleve Backster had his lab. The science behind the jingle business is insidiously clever. You look at the target consumer group for the product you are selling, find the music that is popular with that group, then, with great skill, you produce a 30 or 60 second musical version of that sound. Using top musicians who can replicate that quality, style and tone, accompanied by a band or a full orchestra, you compose lyrics to insert your product name in glorious harmony. The sweet, sing-along, irresistible message goes directly into the subconscious mind.
At first the musicians were happy to earn the high wage money, but soon after they would be dropped. I was becoming disillusioned with producing music to seduce people into buying things they didn’t need. I learned what “cooking the books” meant. The company raked in millions and created a non-profit for an eye disease to receive the excess. Nowadays, most jingles are digital, are less expensive to produce, and few people notice the difference. It’s the same formula, though. — FLP deltasone
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Here is another excerpt from an interview:
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Cleve: Back in New York , I did some testing for the NBC network and the N. W. Aires advertising agency, on the effectiveness of certain programs and commercials. The project took place at the Johnny Victor Theater , part of the NBC complex. We wired all 50 theater seats with Galvanic Skin Response sensors. The cables led to a central instrument complex. The respondents were divided into three main groups. It was carefully done, but it didn’t turn out the way it was anticipated. In the past, they had spent a lot of money on their conventional method of evaluation. This involved asking the sample audience to view a program or commercial while monitoring them. With my testing, the slow up and down of the GSR indicated a base line of interest. But as soon as these people were asked to become critics and evaluate what they were viewing, the GSR would indicate a brief arousal, super-imposed on a kind of baseline stagnation. This occurred as they shifted focus to check off a number indicating degree of interest.
As the research progressed, the problem became apparent. The audience members responded to the show with plenty of interest during casual viewing, but their baseline of interest became non-productive when they focused on the sequence number projected on the screen in order to evaluate degree of interest. We didn’t get an accurate reading of what the audience’s interest level really was. Being a critic took priority over spontaneous interest. It reflected a change of psychological set. Simply said, as soon as you shift to being a critic, you re-focus. What you were spontaneously feeling is displaced. As far as natural reactions are concerned, they are covered up.
[This shift of perception from spontaneous to critical reminds me of “Judge not, that ye be not judged.” -JC. Cleve’s discovery gives us the awareness that one state, the watching mind, is childlike, open, and the other, the critical mind, is egoistic, closed. Perhaps JC wasn’t just giving advice. Was Jesus speaking of states of perception, and pointing out how easily we cut ourselves off from the state of oneness?--FLP]
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puppet masters the movie Related to the subject of advertising, one of our Bio Web members has published a book, called Love Ratio. Brand new, from Infinity Publishing, K. C. Blair reveals his discoveries from his years in the marketing/consumer research profession. Surprising in its content, coming from a “Compassion Scientist” he developed the ability to “create compassion” leading to “successful communications, feelings of unity, and the creation of new and better realities.” easing effexor withdrawl symptoms sprinkles depakote anxiety for
Here is an excerpt, chosen at random: “As I was conducting advertising research for my consumer product clients, I was surprised to find that some of the advertising communications depressed some consumers’ health. I learned, for example, when drug company advertising changed the consumers’ focus from everyday contentment and love (positives) to symptoms and disease (negatives), consumers got fewer of the positives they focused away from and more of the negatives they focused towards. The company’s communications depressed consumer health, which in turn created a need for relief, and sold more of the advertised product.
Today’s drug advertising is the same as the old snake oil salesman’s adage: ‘First ya make’em sick, then ya sell ‘em the cure.’ Worse, the communications’ negative effect seems to linger, even after consumers do what the advertisers want them to do. Like positive information, negative information seems to accumulate inside us.
In the passive paradigm when we are not very aware of what is going on around us, the fear-based communications seem to attack unexpectedly and intrusively; they trump compassion, and the manipulators have their way with us. In the active paradigm of compassion-based communications, compassion dominates the mind, making it more difficult for fear-based information to enter and harm us. Your best defense is a good offense.”
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Thank you KC Blair! KC’s new book, Love Ratio, is loaded with experience and wisdom. It is exclusively available at www.GoodSamIAm.org."
Posted by Franci Prowse, in Primary Perception Blog on May 12 08 5 Comments | Read MoreYou must be logged in to post a comment.
June 23rd, 2009 at 9:58 am
Hello I am trying to find out where Cleve Backster’s lab and office were located in the 70′s in NY. I see you wrote in the article you worked only a couple blocks from him. If you could email me back and tell me the address of the building I would appreciate it very much. Thank you for your help. (Lokasyd@yahoo.com)
-Jennifer
December 25th, 2009 at 2:14 pm
The book is on Amazon.com, but you are in Europe–I can sell you a copy for $22. Am
Sorry I’ve been out of touch…
Franci
for Cleve Backster
PS
try using Pay Pal on the website
December 25th, 2009 at 2:19 pm
I asked Cleve to look up the address–finally: 165W 46th st
Happy Holiday
Franci
March 20th, 2010 at 12:15 am
Hellow Mr.Francy
I am a student,I am interested in this “primary perception” very much, I got few interesting things and few questions from my experimentation, could you help me to find Cleve’s email address?
(bz07@mails.tsinghua.edu.cn)
Thanks alot!
Bao
April 10th, 2010 at 3:43 pm
Cleve does not use computers or answer e-mail. If you wish to ask him a question
or to share information use this site OR info@primaryperception.com
You write to him at:
Backster Research Foundation 861 Sixth Av #403 San Diego, California 92101