I am a student of subliminal messaging and NLP (neural linguistic programming), understanding how these things work not only open the conscious mind up to how these technologies are being adopted, but make you more aware if you suddenly feel the urge for a Coke. Im sure you know about the most famous event in the timeline of subliminal manipulation (no negative association intended), where an infamous experiment was conducted in a movie theatre in Fort Lee, New Jersey during 1957. Any way the story goes, snippets of images were added to the movie, you only see the one or two frames of the ultra fast moving images. This is not consciously perceived by the conscious mind- that's the part of the mind that is watching the movie, the unconscious mind however is always fully aware. Anyway images of Coke and popcorn were shown to the audience and reports later told popcorn and Coke sales went up significantly during that movie!
Did you guys watch fight club? well not only were there flashing images of Tyler Durden (brad pitt) throughout the movie, but Tyler himself misceifyly shows how this technology can simply be adopted (see the scene where he is working in the cinema). Again this technology is documented to have been used in THE EXORCIST to induce hightend levels of fear in the audience, we all know that worked right? (buy the 2000, directors cut if you want the re-instated subliminal stuff).
So why am I telling you this, because smell too can be used for subliminal manipulation, I hate that word! Smell has the power of suggestion, often invoking past memories, you see smell is processed by the Paleomammalian brain; a part of our brain which is also responsible for the function of memory, emotions and behavioural temperament. Past attempts of smell-o-vision failed due to the layering affect of the strong fragrances. Just as I wrote that sentence images, smells and emotions attached to a Christmas shopping experience in an overwhelmingly layered and smelly fragrance department store comes to mind! Scented Subliminal suggestion© (note to self; copyright that!), Scented subliminal suggestion© would hence be the art of layering very specific minute quantities of smell into ones experience to hence suggest an emotion, impulsive buy or perhaps improve brand retention. You see this eliminates the problems with previous attempts and recent studies have shown people can detect smells in minute quantities, and even invoke smell upon the suggestion. (See previous posts and my Smell o Vision Report).
CineScent of Germany, founded in 2006 in a merger of REUSCHETEC GmbH (who develop and manufacture technological tool) and Claus Runge (scent marketing guys), have been trying scent marketing in German cinemas. Although not as subtle as what we have been talking about above, the company took a 60 second spot where they show a typical sunny beach scene. The images were followed by the very distinctive whiffs of Nivea's sun cream, believe me its unique and smells great. Now the results of this study show brand awareness and improved results of "remembrance for the different levels of scent concentration". Fantastic! Guess what, - the memory was best at lower concentrations!
Now cinemas across the United Kingdom, Europe, Dubai, the far east and even the middle East are interested in using the technology. It is also anticipated, given the results of this and previous studies, companies in the UK are ready to roll out trials on Scented ads for creams, coffee, chocolate and even cars. I wonder what an Audi smells like?
So what does this mean? well im no scientist or anything, but my powers of observation tell me with the huge figures being poured into the industry something must make sense. Like we say here at smell-o-vision.TV Scents make scents so lets roll out! The subliminal mind is very aware and closely integrated to our memory and surrounding awareness. Perhaps we don't need a scream out loud smell o vision device in our homes (especially at the price they are going for today). Perhaps the key is to have minute subliminal quantities of smell to enrich the experience combined with an order of visual subliminal manipulation please! No. Scented Subliminal suggestion© , the integration of smell o vision, scent marketing and pictorial subliminal suggestion. Imagine the experience of watching THE EXORCIST now!
I wonder how much it cost to replicate the smell of Nivea's cream? 3 months and a couple'a hundred grand? Did you guys read my previous post?; We Smell Vibrations Not Shapes. My guess; this technology is going to get cheap fast, no offence Sandeep Jaidka (that's the personal smell-o-vision device patent holder) the technology is damn simple. Its only a few heated oil reservoirs, a fan, a bit of programming to open close and idle the reservoirs, and TriSenx want $369 for that! I can make it myself for $15, and hook it up to a computer fine! You don't need silicon technology you need cheaper scents, and they shouldn't come from a catalogue everyone is trying to copy. Well done Digiscents by the way for your pioneering work and scent catalogues! Will someone from Trisenx please call Luca Turin, he will give you a USP, I want this device on the market ASAP, www.smell-o-vision.tv is awaiting.
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