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Speaker 1: From UFOs two, Ghosts and government cover ups. History is

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Speaker 1: riddled with unexplained events. You can turn back now or

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Speaker 1: learn the stuff they don't want you to know. Hello, everyone,

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Speaker 1: Welcome to the first episode ever of Stuff they Don't

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Speaker 1: Want You to Know, the Audio Podcast. My name is

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Speaker 1: Matt Frederick. I'm the editor and producer on this show.

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Speaker 1: And my name is Ben Bolan. I am I guess

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Speaker 1: I just right do some research now. Uh? In audio,

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Speaker 1: you're the face, man, you're the voice in the face.

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Speaker 1: You're also on camera. I'm one tenth of the face

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Speaker 1: that you are, sir, But I like that position. I'm

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Speaker 1: one tenth to tell it. There you are, Yeah, there

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Speaker 1: we go. So yes, Matt, as you said, this is

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Speaker 1: our first audio podcast. This is a new thing for

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Speaker 1: us because a lot of the other house Stuff Works

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Speaker 1: podcast started out audio and they went video. Yeah, we're

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Speaker 1: reversing that process and hopefully it's gonna be a highly

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Speaker 1: lucrative process. We're reverse engineering lucrative in terms of rewarding no, no,

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Speaker 1: no money, all of the money. We're gonna make so

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Speaker 1: much money with this audio podcast. It's crazy. People would

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Speaker 1: laugh if they saw how much money we don't make exactly.

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Speaker 1: That's how I explained it to people. But so we

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Speaker 1: wanted to kick off these audio podcasts by uh doing

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Speaker 1: something that's kind of show notes, right, But that's the

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Speaker 1: way to look at Yeah, this is kind of getting

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Speaker 1: you guys to see the the behind the scenes of

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Speaker 1: what we do every week on our show. Yeah, and

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Speaker 1: in some of these episodes will be talking about previous

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Speaker 1: episodes we've done in our original series. Um. I guess

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Speaker 1: in the future we might talk about some other things,

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Speaker 1: topical events, updates on mysterious deaths, just to be a

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Speaker 1: bit somber for a moment, Matt, It's frightening how many

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Speaker 1: mysterious deaths there are. Uh oh, certainly the yeah wow,

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Speaker 1: yeah you really you really turned the corner there. Huh. Sorry, Okay,

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Speaker 1: I've been I've been reading some stuff lately that will

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Speaker 1: come up in another episode. But my friend I digress. Um,

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Speaker 1: can I tell you a story? Okay, It's it's short, everybody,

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Speaker 1: So this the whole podcast won't be a monologue, all right. So,

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Speaker 1: once upon a time, Ben Bullen them, the younger type

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Speaker 1: version of me was a huge sucker for advertisements. Now,

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Speaker 1: when I grew up my parents for a while for

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Speaker 1: a period refused to get cable on principle. So and

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Speaker 1: I'm gonna date myself here. We had, you know, one

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Speaker 1: of those rabbit ear antenna fuzzy screen thing, just because

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Speaker 1: I guess they didn't want me to watch a bunch

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Speaker 1: of television. So as soon as I was around television's

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Speaker 1: uh with cable and stuff like that, I went nuts

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Speaker 1: for commercials. You know, I would see commercials for toys.

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Speaker 1: Of course, every kid falls for the was and I

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Speaker 1: would go nuts and bananas over that. Let's see commercials

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Speaker 1: for stuff that a six year old was not reasonably wants,

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Speaker 1: like a truck, like an actual truck, Toyota, like a

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Speaker 1: pickup truck. Yeah, and I would go, you know, I

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Speaker 1: should learn to drive so I can buy one of those.

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Speaker 1: And I'm six, and then uh an ambitious and to

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Speaker 1: be candid, a lot of it stuff I didn't understand,

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Speaker 1: you know, a lot. I'm I'm fair looking back, I'm

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Speaker 1: fairly certain that I saw a tampon commercial and didn't

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Speaker 1: know what they were selling, but liked the music and thought, yeah,

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Speaker 1: I should find out what that is. I think, and

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Speaker 1: and even now even now, I'm still um when I'm

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Speaker 1: driving somewhere, or I'm walking by and I hear the radio,

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Speaker 1: I am that one person out to tend. We'll hear

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Speaker 1: you know, a burger king ad or something. Go when

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Speaker 1: was the last time I had a whopper? Forgetting? Yeah,

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Speaker 1: forgetting that, I've never actually eaten a whopper in my life. Really, yeah,

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Speaker 1: it's true. Really, yes, dude, scouts on or I might

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Speaker 1: have to all right, I'm gonna have to get into you.

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Speaker 1: I'm gonna have to talk to your friends and figure

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Speaker 1: out if that's the true story, because the whopper man,

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Speaker 1: you've got to have a whopper before call the n

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Speaker 1: essay they can verify my story. Well, for me, it

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Speaker 1: was the nerf NERF commercials, super soakers, anything like laser

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Speaker 1: tag commercials. All that kind of stuff got me. I

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Speaker 1: was such a little non military kid that the fantasy

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Speaker 1: of having a gun that I can shoot no matter

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Speaker 1: if it shoots foam or water, that was my big fantasy.

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Speaker 1: And those man it's got me hook line and sinker

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Speaker 1: and so. End of the story is still pucker about advertising,

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Speaker 1: both of us. But I think we're very much more

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Speaker 1: aware of it than we were advanced. Uh. We we

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Speaker 1: have done some cool experiments This is something that's a

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Speaker 1: great experiment for every listener to try pick a day,

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Speaker 1: pick a day like a week from now, and say,

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Speaker 1: from the moment I wake up, I'm going to keep

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Speaker 1: count of every advertisement I see or hear. That's going

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Speaker 1: to be a full day. It's it's so difficult to

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Speaker 1: do so, it's like trying to count the uses of

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Speaker 1: the word the in a in a paragraph. But why

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Speaker 1: has advertising become so ubiquitous? Why has it become so pervasive?

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Speaker 1: Why were we living in an age where everything can

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Speaker 1: be for sale? Well, first of all capitalism. But there's

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Speaker 1: one very important gentleman who hasn't influenced pretty much everyone

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Speaker 1: who has worked in the advertising industry since the nineteen twenties,

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Speaker 1: I believe, and his name is Edward Burns. I should

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Speaker 1: have said that more on ominous. Well here, just try

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Speaker 1: it again. Edward Berne's dumb changed up the sound. I

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Speaker 1: still like it. Yeah, it was, it was good. We'll

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Speaker 1: keep that one. But but yes, Edward Berne's This is

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Speaker 1: an historical figure that you and I examined in our

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Speaker 1: three part series on Edward Burnet is known as the

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Speaker 1: father of public relations, nephew of Sigmund Freud wrote a

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Speaker 1: book called Propaganda, which is probably one of the most

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Speaker 1: influential obscure books in modern history. You know. Yeah, it

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Speaker 1: influenced a lot of people, including some rather nefarious people

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Speaker 1: like who was that guy, Joseph Gebel's Yes, yes, he

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Speaker 1: also a member of the Nazi Party. Joseph Garribele's uh

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Speaker 1: followed the work of Edward Burns and used it to

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Speaker 1: help some social engineering, some marketing to win over the

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Speaker 1: German public during the Nazi regime's reign. Yeah, but not

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Speaker 1: just nazis his book, the book Propaganda, really it delved

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Speaker 1: into public relations like we're talking about, and really advertising

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Speaker 1: and how to kind of manipulate not kind of how

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Speaker 1: to manipulate people into believing certain thing, but manipulating opinion. Right, Yeah,

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Speaker 1: And in our episode we talked about some excellent examples

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Speaker 1: of this. Let's see, let's just toss out some examples. Bacon.

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Speaker 1: He made bacon part of breakfast. He did that by

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Speaker 1: didn't he He sent out a letter to I guess

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Speaker 1: physicians and inquired about, well, should should a person eat

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Speaker 1: a light breakfast or a hearty breakfast? I mean again,

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Speaker 1: I'm distilling that and most of these doctors, and most

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Speaker 1: of these physicians said, yes, a hearty breakfast, you should

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Speaker 1: definitely eat that, and they actually cited eggs and bacon. Yeah,

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Speaker 1: And the way the questions were framed in this letter,

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Speaker 1: it was um any doctor worth their stethoscope would have

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Speaker 1: chosen the option be the healthy breakfast over whatever option

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Speaker 1: A was. Maybe it was like chards of glass and Nichols,

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Speaker 1: I don't know, but but the way he framed it

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Speaker 1: was so clever that all of a sudden he had

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Speaker 1: a group of medical professionals saying that you should have

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Speaker 1: a hearty breakfast, and then they jumped from there to

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Speaker 1: say that bacon was part of a hearty breakfast. But

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Speaker 1: the whole reason he got this gig was because pork

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Speaker 1: manufacturing and pork livestock companies. Yeah, the beech Nut Packaging

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Speaker 1: Company specifically, Yes, the beech Nut Packaging Company had a

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Speaker 1: bunch of what we would call American bacon, right, you know,

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Speaker 1: it's not the bacon that flies and the rest of

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Speaker 1: the world. They had a bunch of this stuff and

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Speaker 1: they couldn't sell it, and so they can contracted Edward

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Speaker 1: Burnet's to help them sell it. So instead of going

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Speaker 1: with advertisements, he created an opinion that he could market

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Speaker 1: and made it, made it an appeal to authorities by

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Speaker 1: having the doctors say it. And that's far from the

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Speaker 1: only thing he's done. But and and this, so this

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Speaker 1: idea fascinates me greatly, the idea that I'm not going

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Speaker 1: to sell my product by advertising it in a traditional way.

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Speaker 1: I'm going to I'm gonna go around that advertising avenue

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Speaker 1: and I'm gonna make you believe, I'm gonna almost incept

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Speaker 1: an opinion inside of you that then will make you

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Speaker 1: want to purchase my product. Yeah. Absolutely, And I agree

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Speaker 1: with that because it's one of the turning points I

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Speaker 1: think in the history of advertising. Now. Of course, Edward Berness,

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Speaker 1: even though it's called the father of pr was not

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Speaker 1: the only person to do this stuff, but he was

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Speaker 1: by far and away the most successful at the top

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Speaker 1: of his class. Another another example that we talked about

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Speaker 1: in the videos was the Lucky Strike campaign, the cigarettes campaign,

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Speaker 1: which you you might remember if you haven't seen our

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Speaker 1: episode already, you might remember from the mad Men pilot

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Speaker 1: where they talk about lucky strikes and how it's toasted

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Speaker 1: spoiler alert, I guess, and just that you know it's

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Speaker 1: a show that's really all about advertising, mad men is

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Speaker 1: and they chose and their pilot up so to look

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Speaker 1: at Lucky Strikes. And to me that it makes a

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Speaker 1: lot of sense when we're talking about this guy who

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Speaker 1: is again the father of pr and advertising. Right, so

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Speaker 1: Bernes's uh figures out how to sell how to sell cigarettes.

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Speaker 1: The Lucky Strikes company asked him to make Lucky Strikes

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Speaker 1: cigarettes more marketable to women, right. And he looks into it,

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Speaker 1: and one of the first things he finds, if I

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Speaker 1: recall this correctly, is you got to change the color

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Speaker 1: and the green he didn't like. And then they said,

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Speaker 1: and and the women uh that he was asking about this,

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Speaker 1: they didn't like the color either at all. It's so

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Speaker 1: Lucky Strikes comes back to him and they say, Uh,

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Speaker 1: it's too much money for us to change the color,

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Speaker 1: so make it work. And then this is brilliant. Uh.

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Speaker 1: He links it to women's suffrage, and he has fashion designers,

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Speaker 1: again appealing to experts, declare that this particular shade of green,

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Speaker 1: not any green, The Lucky Strikes green particular is the

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Speaker 1: color of the season, and they're throwing green galas. It's

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Speaker 1: crazy to me, that kind of thinking is so outside

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Speaker 1: of my thinking that it's hard for me to even understand.

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Speaker 1: I just, yeah, you know that that kind of for me,

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Speaker 1: it's manipulation. That's what rings in my ears want to

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Speaker 1: hear that kind of thing. But it's so smart, man,

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Speaker 1: You've got to I've got to kind of envy the

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Speaker 1: ability to do that. It's inception. I love that you

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Speaker 1: say incepted because he really did. And then of course

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Speaker 1: fast forward. We don't want to just rehash the whole episode.

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Speaker 1: Please do watch it. If please do watch the series.

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Speaker 1: If you haven't watched it yet, you know we've We've

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Speaker 1: actually got a playlist on our YouTube channel. If you

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Speaker 1: go there you can watch all the episodes. Yeah, and

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Speaker 1: that's YouTube dot com slash conspiracy stuff. We often return

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Speaker 1: to the idea of Edward Bernese because the techniques, um,

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Speaker 1: the inception, as you said, man, which I'm gonna use

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Speaker 1: for the rest of the uh, the inception inceptive techniques

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Speaker 1: there are still in use in the modern day. Um,

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Speaker 1: perhaps more so now than ever. What's the there's a

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Speaker 1: news stations like now more than ever, we should make

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Speaker 1: that our thing. It's just that's all we'll say on

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Speaker 1: the business card. Now more than ever stuff they don't

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Speaker 1: want you to know now more than ever. But the

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Speaker 1: so the idea what another example of how these ideas

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Speaker 1: can be used. Um, we know that psychologically, as individuals,

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Speaker 1: a human mind tends to seek consensus. A human mind

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Speaker 1: tends to seek some sort of affiliation in a tribal

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Speaker 1: group and some sort of place of power within that

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Speaker 1: hierarchy or place in the right side of history. So

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Speaker 1: of course, of course we're hardwired to want to agree

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Speaker 1: with someone who is a doctor because they seem like

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Speaker 1: they are of some tribe that has this knowledge, and

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Speaker 1: we would like to be favorably associated as individuals on

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Speaker 1: a primal level exactly know, the one of the worst

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Speaker 1: life personally. Um, And so I can completely see why

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Speaker 1: that would be just a human thing. And this is

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Speaker 1: psychological hack to to circumvent people's usual critical thinking skills

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Speaker 1: this way, and we see it. We see it today

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Speaker 1: so often on the Internet people will say, well, I

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Speaker 1: and study study becomes this buzzword, this magic base that

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Speaker 1: be looking at the methodology, looking at other studies that

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Speaker 1: I guess distressingly enough, it's it seems even more common

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Speaker 1: to have those sorts of appeals. And what I've liked

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Speaker 1: the end. Usually, you know, we just give the facts

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Speaker 1: someone else believes, maybe it could be true. Here's some

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Speaker 1: stuff we're against it. But in that in that third episode,

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Speaker 1: we actually stopped with kind of a cautionary note, right,

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Speaker 1: and we warned people two, be very careful when you

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Speaker 1: hear someone just citing a vague study without citing anything

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Speaker 1: else against it. You know, that's that's a huge point.

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Speaker 1: And that's why we've started putting in a our episodes

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Speaker 1: the if you ever see the little black bar that

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Speaker 1: comes up and it says search, and then I'll put

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Speaker 1: the keywords in there, and if you type those keywords

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Speaker 1: into a search engine, it will get you exactly the

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Speaker 1: source that we looked at. And because we like this,

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Speaker 1: we like to even say this, we question ourselves because

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Speaker 1: we're we're going online and we're talking to people or

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Speaker 1: reading books and we're getting information as well as we can.

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Speaker 1: But we want you, whoever you are, to go and

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Speaker 1: research this stuff as well, so that you can really

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Speaker 1: see the sources. And we also know something that I

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Speaker 1: think is increasingly important. Watch out for appeals to emotion,

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Speaker 1: you know, and uh, in our research on techniques descended

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Speaker 1: from the original Burnese stuff, we found that the same

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Speaker 1: techniques used to convince people to buy cigarettes or to

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Speaker 1: buy bacon can also be used to convince people that

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Speaker 1: a war is necessary or just or even made for

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Speaker 1: a completely fabricated reason. And this um that we specifically

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Speaker 1: refer to some episodes that occurred in the ninety nineties,

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Speaker 1: I believe. But also, you know, it's it's very easy

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Speaker 1: to incite the mob appeal when you when you again

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Speaker 1: appeal to something that theoretically and on principle, most people

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Speaker 1: would be against, you know. And it's strange because often, uh,

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Speaker 1: there is a contingent of people in the United States

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Speaker 1: who would say that the United States government is guilty

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Speaker 1: of this, however, not that it makes it any better

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Speaker 1: or any worse. This is a common game that countries

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Speaker 1: and governments and even corporations play with customers and citizens

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Speaker 1: and um, just regular regular Joe like Matt and Ben.

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Speaker 1: So when you hear a lot of disightful stuff and

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Speaker 1: people are telling very emotionally reasoned things and not really

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Speaker 1: citing something that is concrete, quantifiable, falsifiable, even then you

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Speaker 1: have to take it with a grain of sand or

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Speaker 1: a grain of salting either will barrow of salt? Well, yeah,

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Speaker 1: So to that point, we this is one of the

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Speaker 1: things we talked about, and I think it was the

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Speaker 1: third episode the Hill and Nolton Strategies, and there the

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Speaker 1: whole Nurse Naria Nariah thing. Um, yeah, that's exactly what

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Speaker 1: Ben is talking about. And it was a corporation that

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Speaker 1: was paying someone allegedly ten million dollars to make up

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Speaker 1: a story that was so if you were against if

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Speaker 1: you were against that story, just like you said, Ben,

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Speaker 1: you're a terrible person. Yeah, And the story really did

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Speaker 1: pull at emotional heart strings. This uh nurse Naraya was

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Speaker 1: speaking two was at the U n I honestly don't know. Okay, yeah,

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Speaker 1: we've got it in the episode. But in her speech,

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Speaker 1: which was disseminated widely across the Western world and the

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Speaker 1: lead up to um the Gulf War, this nurse was

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Speaker 1: saying that Saddam Hussein Iraqi forces were doing something, um ruthless, right,

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Speaker 1: they were taking babies, they were killing babies by taking

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Speaker 1: them out of incubators. And it started off being hundreds

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Speaker 1: and hundreds and hundreds. Turns out that probably never ever happened.

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Speaker 1: And the quote unquote nurse was not a nurse. She

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Speaker 1: was the daughter of an ambassador, right, which is still

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Speaker 1: we still have to attack and allegedly on that, I

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Speaker 1: mean she was that actual person was definitely the daughter

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Speaker 1: of the ambassad or we have to attach that allegedly

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Speaker 1: tag on there, just because there wasn't much fallout from

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Speaker 1: this from this crazy um you know, at the risk

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Speaker 1: of sounding callous, it's kind of a viral marketing campaign

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Speaker 1: for a war. It really was, and we see the

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Speaker 1: same thing in other countries. One of the great things

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Speaker 1: to do, excuse me, one of the stabilizing things to

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Speaker 1: do if you are the head of a country and

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Speaker 1: the people are unhappy that people are rebelling, maybe their starvation, inflation,

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Speaker 1: quality of life goes down. Is that you find some

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Speaker 1: cause that everybody can get behind, whether it's the persecution

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Speaker 1: of some other minority, whether it's the idea that there

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Speaker 1: is an external threat that we all need to band

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Speaker 1: together against um or you can always just throw around

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Speaker 1: that great word freedom and or a democracy. Oh I

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Speaker 1: wanted to talk about that. Yeah, Uh, it gets me.

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Speaker 1: It gets me when people say when people can say, well,

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Speaker 1: the facts may the facts may not match exactly what

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Speaker 1: I'm saying, or the facts may not be on my

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Speaker 1: side now. But I know in my heart I hate

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Speaker 1: it when people say they know in there are you

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Speaker 1: know maybe I'm I know in my heart that the

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Speaker 1: Whopper is actually a much better burger than you would

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Speaker 1: like to think. Maybe I should like, at this point,

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Speaker 1: will the Whopper even match the hype? Oh? No, not

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Speaker 1: at all. We should point out we're not being paid

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Speaker 1: to mention whoppers. Sorry, we can bleep it out and

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Speaker 1: or so it's just like the and then we'll bleep it.

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Speaker 1: It'll be redacted. But then by this point in the show,

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Speaker 1: people wonder what we were talking exactly. Oh that is good.

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Speaker 1: All right, let's let's assume that got fixed. Well, Matt,

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Speaker 1: I wanted to before we get out of here, I

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Speaker 1: wanted to ask you a couple of questions about Edward Burns.

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Speaker 1: If that's okay, Yeah, absolutely, all right. So do you

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Speaker 1: think that Edward Burns should have made these discoveries or

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Speaker 1: made these techniques? Should he have made them? Well, if

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Speaker 1: Edward Burns hadn't made these discoveries, I'm fairly certain someone

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Speaker 1: would have just from the way psychology was moving at

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Speaker 1: the time. It's it's a hard question because in my head,

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Speaker 1: it fuels this massive consumerism where there's a lot less production,

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Speaker 1: creative production, and much more consuming from a public standpoint, Yeah,

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Speaker 1: I've heard that. I've heard that argument before. I don't

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Speaker 1: know if advertising can be can be linked to that specifically,

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Speaker 1: because advertising, you know, predates companies. One of my favorite

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Speaker 1: early examples of advertising was I believe I can't remember

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Speaker 1: his Ancient Greece the beer commercial ancient room. No prostitutes

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Speaker 1: used to have arrows on their sandals in in these yeah,

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Speaker 1: in ancient Greece. Now, I'll figure out the specifics on

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Speaker 1: this so that when people saw them walk by, they

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Speaker 1: would be able to follow the arrows to the brothels.

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Speaker 1: That is a true advertising. I think is UM a

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Speaker 1: natural mode. It's sort of an antenuated or focus method

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Speaker 1: of communication. The idea that we can hack things um,

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Speaker 1: or we can hack somebody's perception of it, has been

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Speaker 1: approached from a scientific perspective quite recently in the story

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Speaker 1: of human history. But people have always been trying to

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Speaker 1: sell things. What I what I think might be more

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Speaker 1: dangerous to that point, and I do agree that it

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Speaker 1: is becoming an increasingly consumer based society rather than producer.

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Speaker 1: I think the phrase that's been used by I don't

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Speaker 1: want to quote anybody, but the phrases the feeders, the feeders, Yeah,

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Speaker 1: for just the standard public. Uh, but you know that's fine,

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Speaker 1: we can get into that later. That's terrible, man. But yeah,

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Speaker 1: I see that idea. But I think what's happening more

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Speaker 1: is not so much based on advertising as it is

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Speaker 1: the near continual sources of stimulation. But it's it's strange UM.

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Speaker 1: I was talking to someone gosh years back when we

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Speaker 1: first kind of started the show, and one of the

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Speaker 1: things they said to me was that in the pre

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Speaker 1: digital age, the control of information was sort of a

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Speaker 1: a control of omission. So if, for instance, we had

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Speaker 1: if we were um part of the government agencies obsessively

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Speaker 1: monitoring Martin Luther King Jr. Then we would just prevent

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Speaker 1: that information by coming out, by never disseminating the documents,

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Speaker 1: and by never snitching on each other. But now in

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Speaker 1: a world where there is this constant simulation, this digital age, um,

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Speaker 1: it seems that disguising the truth has turned into inundation

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Speaker 1: rather than omissions. So instead of worrying about keeping one

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Speaker 1: thing out, just put on five fake things and see

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Speaker 1: what happens. So, I know that sounds ridiculous, um talk.

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Speaker 1: I know we're getting a little bit ahead of ourselves,

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Speaker 1: but that's something that I think Bernese would do. And

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Speaker 1: I am not inherently against advertising. I think people need

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Speaker 1: to be aware of it. I think you're absolutely right

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Speaker 1: Ben being aware of just being a conscious consumer, because

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Speaker 1: that's what we all are. Just be conscious about the

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Speaker 1: advertising that's hitting you, and know that it is seeping

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Speaker 1: in there somewhere, no matter whether you're watching it, listening

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Speaker 1: to it, or both. And speaking of watching and listening,

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Speaker 1: thank you so much for listening to our first ever

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Speaker 1: audio podcasts of Stuff that wants you to know we

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00:24:59,200 --> 00:25:01,960
Speaker 1: appreciate your pay s is work the kinks out speak

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00:25:02,000 --> 00:25:05,720
Speaker 1: of watching. You can go straight to YouTube dot com

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Speaker 1: slash Conspiracy Stuff to check out our episode of Edward

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Speaker 1: Burns And if you guys and gals out there are

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Speaker 1: listening and you feel ambitious, then we would love to

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Speaker 1: hear you do this experiment with us. Pick a day

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Speaker 1: in the future, give yourself some time, you know, don't

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Speaker 1: be drunk at four in the morning, and say you're

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Speaker 1: gonna do it tomorrow. Give yourself a week, and then

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Speaker 1: say one day out of out of this week, I'm

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Speaker 1: going to count every single piece of advertising I see

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Speaker 1: from the moment I wake up to the moment I

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Speaker 1: go to sleep. I'd be I'd be very interested in

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Speaker 1: seeing that number, and I'll do it too. Yeah, I'm

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Speaker 1: a great So we're agreed, and you can tell us

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Speaker 1: about the number that you've found. You can also give

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Speaker 1: us suggestions for an upcoming show. You can do all

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Speaker 1: of this by hitting us up on our social media. Yes,

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00:26:00,840 --> 00:26:03,639
Speaker 1: you can find us on Twitter, We're at Conspiracy Stuff.

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Speaker 1: You can find us on Facebook. We're also Conspiracy Stuff there,

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00:26:06,640 --> 00:26:09,040
Speaker 1: or you can send us an email, good old fashion

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Speaker 1: email to conspiracy at Discovery dot com. From more on

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00:26:16,680 --> 00:26:21,000
Speaker 1: this topic, another unexplained phenomenon, visit test tube dot com

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Speaker 1: slash conspiracy stuff. You can also get in touch on

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Speaker 1: Twitter at the handle at conspiracy stuff