The effects of exercise upon the retardation in conditions of depression

In a word, the lower the level of a person's psychological 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 (chil]dren 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' subcon]scious minds? Direct commands ("Buy popcorn" or "Vote for Jones") and unqualified statements ("Social]ism 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 ...»