Gestalt, Subliminal Technologies and how the ad line SMOKING KILLS probably sells more cigaretes than any paid publicity
No serious designer formed in the UK in the last many decades will have made an academic course without at least hearing the word Gestalt, from the theory of Gestalt Psychology, that is set around the principle of organization inherent to the human brain in perceiving shapes visually. The way the brain can form a shape from fragments organized in a particular way, to give yourself an example pick up a pen and a piece of paper and mark three points at a similar distance from one another.
Now put the pen away and look at your exquisite masterpiece, what shape comes to your mind?
That's right, one of those.
Gestalt originates in the works of very important names of philosophy, amongst them E Kant and W Goethe, this theory is very complex to explain here in a few lines, and you will surely find very good resources quite effortlessly.
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Subliminal technologies were first exposed in 1900, as simple studies, later during the Second World War used and developed for military training and methods of quick learning, the success of such techniques was so well documented that until today products such as "learn as you sleep" audio is marketed without any public challenge to its effectiveness.
After the war, into 1960's several books and some in particular explored the theme of Subliminal Messages in the context of mass manipulation, it is believed that with the event of the Cold War a lot of effort was put in developing these technologies for obvious reasons by obvious entities. None of the "good stuff studies" were however been made public from any relevant developers of these technologies, and this escalated the conspiracy rumours even more.
The studies made public are very sketchy, basically mentioning the masking of messages in video and audio, along with the use of suggestive imagery (these are easily challenged weather they are indeed subliminal or simple visual communication, take your pick-they are both wrong).
-------------------------------------
To summarize, Subliminal Technologies have been proved effective in some instances, in tests that could be criticised for lack of preparation/study and isolated sampling in non comparable tests, leading to inconclusive results in a general overview. But like UFOs if they are real, it is convenient for a lot of people and organizations to keep it that way...
Gestalt is very widely accepted in academic circles, and it is part of the education of serious artists and graphic designers, it has been part of the curriculum for ages and the mother of GUI (Graphic User Interface) design, and its positives applications in psychology can only be matched by its darker speculative uses in advertising imagery and analogy of these with the use of Subliminal Technologies.
Now I have established the parallels and integration between Subliminal Technologies and Gestalt Theory quite a long time ago, but only now I get the impact of what I have achieved there so long ago, when my designer skills were quite juvenile. Its funny how things sometimes have to complete a circle to be fully valued, but that said, I am really happy with logging it in this Blog for future reference.
-------------------------------------
Sometimes the masses of professionals in Design and Advertisement confuse things a little when it comes to Audio/Visual Suggestion and the subjects mentioned above, often leading to poorly justified briefs and ineffective media. This happens because of what I have mentioned in other posts in part, but also by lack of a good understanding of the very foundations of Audio/Visual Communication, along with a very very poor understanding of basic Psychology and to a smaller extent Philosophy.
These skills are not quick to mature, and to explore that far without loosing touch with the basic requirements of the job even harder, a common "Layout Graphic Designer" and Illustrator fall in the common league of those who missed the train a long time ago. The real seekers are usually always broadening their skills and often studying further, its a very long and lonely path.
-------------------------------------
The human mind often falls for the "unusual and the forbidden", from forbidden(censored) literature and arts to other things of that sort, the fact is that the infamous tends to be in essence famous.
Health warnings in tobacco products are as likely to entice smokers than stop them, traffic speed restrictions follow the very same line (example for non-smokers). Because in the end, its part of human nature to cross the line, and if getting caught trying to cross is demeaning, crossing and getting away with it seems to feel like the thrill of life...
Now put the pen away and look at your exquisite masterpiece, what shape comes to your mind?
That's right, one of those.
Gestalt originates in the works of very important names of philosophy, amongst them E Kant and W Goethe, this theory is very complex to explain here in a few lines, and you will surely find very good resources quite effortlessly.
-------------------------------------
Subliminal technologies were first exposed in 1900, as simple studies, later during the Second World War used and developed for military training and methods of quick learning, the success of such techniques was so well documented that until today products such as "learn as you sleep" audio is marketed without any public challenge to its effectiveness.
After the war, into 1960's several books and some in particular explored the theme of Subliminal Messages in the context of mass manipulation, it is believed that with the event of the Cold War a lot of effort was put in developing these technologies for obvious reasons by obvious entities. None of the "good stuff studies" were however been made public from any relevant developers of these technologies, and this escalated the conspiracy rumours even more.
The studies made public are very sketchy, basically mentioning the masking of messages in video and audio, along with the use of suggestive imagery (these are easily challenged weather they are indeed subliminal or simple visual communication, take your pick-they are both wrong).
-------------------------------------
To summarize, Subliminal Technologies have been proved effective in some instances, in tests that could be criticised for lack of preparation/study and isolated sampling in non comparable tests, leading to inconclusive results in a general overview. But like UFOs if they are real, it is convenient for a lot of people and organizations to keep it that way...
Gestalt is very widely accepted in academic circles, and it is part of the education of serious artists and graphic designers, it has been part of the curriculum for ages and the mother of GUI (Graphic User Interface) design, and its positives applications in psychology can only be matched by its darker speculative uses in advertising imagery and analogy of these with the use of Subliminal Technologies.
Now I have established the parallels and integration between Subliminal Technologies and Gestalt Theory quite a long time ago, but only now I get the impact of what I have achieved there so long ago, when my designer skills were quite juvenile. Its funny how things sometimes have to complete a circle to be fully valued, but that said, I am really happy with logging it in this Blog for future reference.
-------------------------------------
Sometimes the masses of professionals in Design and Advertisement confuse things a little when it comes to Audio/Visual Suggestion and the subjects mentioned above, often leading to poorly justified briefs and ineffective media. This happens because of what I have mentioned in other posts in part, but also by lack of a good understanding of the very foundations of Audio/Visual Communication, along with a very very poor understanding of basic Psychology and to a smaller extent Philosophy.
These skills are not quick to mature, and to explore that far without loosing touch with the basic requirements of the job even harder, a common "Layout Graphic Designer" and Illustrator fall in the common league of those who missed the train a long time ago. The real seekers are usually always broadening their skills and often studying further, its a very long and lonely path.
-------------------------------------
The human mind often falls for the "unusual and the forbidden", from forbidden(censored) literature and arts to other things of that sort, the fact is that the infamous tends to be in essence famous.
Health warnings in tobacco products are as likely to entice smokers than stop them, traffic speed restrictions follow the very same line (example for non-smokers). Because in the end, its part of human nature to cross the line, and if getting caught trying to cross is demeaning, crossing and getting away with it seems to feel like the thrill of life...
posted by N at
5:36 PM
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