WEBVTT - Eat Popcorn. Eat Popcorn. Eat Popcorn. 0:00:03.800 --> 0:00:06.680 Welcome to Stuff to Blow your Mind from how Stuff 0:00:06.680 --> 0:00:14.080 Works dot com. Hey, welcome to Stuff to Blow your Mind. 0:00:14.080 --> 0:00:16.920 My name is Robert Lamb, and I'm Julie Douglas, and 0:00:17.239 --> 0:00:21.079 you know Julie Popcorn. I've I've really been thinking a 0:00:21.079 --> 0:00:23.799 lot about advertising recently. I'm just in all the ways 0:00:23.840 --> 0:00:26.639 that it gets inside our head popcorn and uh and 0:00:26.640 --> 0:00:28.560 and how the next thing we know, we're just uh, 0:00:29.120 --> 0:00:31.800 we're just out there buying the products that these big 0:00:31.840 --> 0:00:34.880 companies want us to buy. Popcorn. Yeah, I've I've heard 0:00:34.880 --> 0:00:38.440 about this was um that this uh sort of messaging 0:00:38.479 --> 0:00:44.200 that's subliminal. Um. I don't really think it excess I mean, um, god, 0:00:44.240 --> 0:00:47.760 I'm gonna getting hungry. Um. But I mean when I 0:00:47.800 --> 0:00:51.120 think about it, I always think about in the nineteen fifties, right, yes, indeed, 0:00:51.360 --> 0:00:55.840 um especially, I mean basically the term for subliminal messaging 0:00:56.160 --> 0:00:59.240 goes back to James Vickory, and he was a market 0:00:59.280 --> 0:01:02.600 researcher now fifty seven. So you know, I'm instantly thinking, 0:01:02.800 --> 0:01:06.080 you know, some of mad Men era type of stuff. Um, 0:01:06.120 --> 0:01:08.840 And somewhere in a room smoking going I've got a 0:01:08.840 --> 0:01:11.840 great idea. Yeah, I guess mad Men's a little lated 0:01:11.840 --> 0:01:14.560 in this, but uh, anyway, he was big on the 0:01:14.600 --> 0:01:17.240 idea of like, let's let's insert some images into these 0:01:17.280 --> 0:01:20.280 movies in New Jersey and we'll just we'll just get 0:01:20.360 --> 0:01:21.600 right in their brains. The next thing, you know, they 0:01:21.680 --> 0:01:23.880 got it. They're gonna have to have coca cola or 0:01:23.880 --> 0:01:27.080 even popcorn. That's right, that's that's the message, right, popcorn 0:01:27.600 --> 0:01:29.800 and drink coca cola. Yeah, and they were flashing this 0:01:29.920 --> 0:01:33.360 up for one three thousandth of a second, so it's 0:01:33.400 --> 0:01:35.880 just you know, just flash like like to the point 0:01:35.880 --> 0:01:39.720 where you know, supposedly you wouldn't even register, uh that 0:01:39.880 --> 0:01:42.319 you saw it, but your brain would know it and 0:01:42.400 --> 0:01:44.520 uh and then your brain would demand popcorn and coke. 0:01:44.640 --> 0:01:47.520 Of course, this resulted in a whole new era of 0:01:47.560 --> 0:01:52.200 advertising because people were just nuts about the subliminal advertising. Yeah, 0:01:52.240 --> 0:01:54.840 and a lot of paranoia too, because it's the whole idea. 0:01:54.840 --> 0:01:57.680 It's like you're inserting a random image and you're reprogramming 0:01:57.720 --> 0:02:00.480 my brain, right, you're trying to manipulate me in the 0:02:00.520 --> 0:02:04.400 government's involved and so on and so forth. Yeah, and 0:02:04.760 --> 0:02:06.200 of course a lot of it turned out to be 0:02:06.480 --> 0:02:10.040 kind of bunk. Yeah. Well, I mean he actually Uh, didn't. 0:02:10.040 --> 0:02:14.120 He claimed that popcorn sales went up by eighteen percent 0:02:14.200 --> 0:02:18.440 or something like that, or but this was a lot. Yes, 0:02:18.680 --> 0:02:20.600 he said the coke sales went up by eighteen percent 0:02:20.639 --> 0:02:24.320 and popcorn. So it's just according to him, it's just 0:02:24.360 --> 0:02:26.320 like people aren't even finishing the movie. It's just turns 0:02:26.360 --> 0:02:30.600 into an orgy of popcorn munching out out in the lobby. Right, 0:02:30.680 --> 0:02:33.040 people are so excited about this. In between nineteen and 0:02:33.080 --> 0:02:37.440 fifty and nineteen seventy, it's all the rage until want 0:02:37.440 --> 0:02:41.000 want waht fcc Yep, they banned it and uh and 0:02:41.280 --> 0:02:45.120 you can you continue to see see se uses off 0:02:45.160 --> 0:02:47.920 and alleged uses of it pop up. There was an 0:02:47.960 --> 0:02:52.120 instance in like a George W. Bush campaign, a bit 0:02:52.240 --> 0:02:54.440 that had supposedly had a little bit of subliminal messaging 0:02:54.480 --> 0:02:56.519 to threaten there this people got up in arms over. 0:02:56.960 --> 0:03:00.800 And then there's the whole um uh side tangent of 0:03:01.120 --> 0:03:05.200 satanic subliminal messaging and and you know the paranoria paranoia 0:03:05.280 --> 0:03:09.720 over that. Right, most of that was pretty much distressed. 0:03:09.840 --> 0:03:12.200 I can't remember which political figure this is. I can't 0:03:12.240 --> 0:03:13.560 believe I can't remember this right now, but it was 0:03:13.680 --> 0:03:16.880 a big Brujaja because they were filming him and there's 0:03:16.919 --> 0:03:20.320 a bookcase behind him, but it was configured in such 0:03:20.360 --> 0:03:23.400 a way that somehow, like the interstices of the bookcase 0:03:23.840 --> 0:03:26.680 seemed to suggest across if you looked at it, which 0:03:26.720 --> 0:03:29.600 you know, they said, okay, that's that's just a coincidence. 0:03:29.639 --> 0:03:32.280 That's not really across behind me. But it was fascinating 0:03:32.320 --> 0:03:33.720 because it was like, you know, what that does look 0:03:33.760 --> 0:03:36.960 like across? So yeah, I mean, whether or not it's 0:03:37.440 --> 0:03:40.040 meant to look like that or people are mean to 0:03:40.080 --> 0:03:44.880 be inserting subliminal messages is still out there exactly. So, 0:03:45.160 --> 0:03:47.760 I mean the big thing here is that, like anytime 0:03:47.800 --> 0:03:50.560 you're trying to sell a product, or an experience or 0:03:50.760 --> 0:03:53.000 or even a podcast, even though we don't charge for 0:03:53.040 --> 0:03:56.560 this thing, you're gonna level any kind of skill you 0:03:56.600 --> 0:03:59.680 can you can level to try and make people buy 0:03:59.680 --> 0:04:02.160 it or buy into it. It's it's kind of like 0:04:02.160 --> 0:04:06.000 the whole argument that, like the wars between armies, wars 0:04:06.000 --> 0:04:10.800 are are one based on accumulating you know, tiny um 0:04:10.840 --> 0:04:15.120 you know, relatively insignificant advantages, petty advantages, and if you 0:04:15.160 --> 0:04:17.560 if you accumulate enough of these, then you can win 0:04:17.560 --> 0:04:21.200 the battle and so you know, obviously market marketers are 0:04:21.200 --> 0:04:23.880 gonna do is everything they can, everything from studies to 0:04:24.600 --> 0:04:27.800 uh to throwing in maybe something subliminal, a little touches 0:04:27.880 --> 0:04:30.080 like that. And as we're gonna explore in this podcast, 0:04:30.400 --> 0:04:34.159 you know, different stimuli to affect our our sense of smell, 0:04:34.760 --> 0:04:37.919 curing our site and uh and then where is this 0:04:37.960 --> 0:04:41.240 going in the future? Right? Yeah, how are we? Uh? 0:04:41.360 --> 0:04:43.719 How are we playing with these new technologies? You know, 0:04:43.800 --> 0:04:47.320 are we actually aiding and abetting advertisers? And that's what 0:04:47.360 --> 0:04:49.520 we're thinking of, Like how what are the different ways 0:04:49.560 --> 0:04:52.800 that we're being manipulated at this very moment and also 0:04:53.000 --> 0:04:56.480 submitting ourselves to be manipulated by And to that end, 0:04:56.640 --> 0:04:59.479 I want to talk about scent. Yes, scent is a 0:04:59.520 --> 0:05:02.719 big one. Uh, I mean our very sense of taste. 0:05:02.720 --> 0:05:04.240 It's like a large percent of it is smell. I 0:05:04.279 --> 0:05:06.839 mean it's wherever you go, smell is going to play 0:05:06.839 --> 0:05:09.760 a huge role in what you you you take in. 0:05:09.839 --> 0:05:12.760 We end up a like like I don't know if 0:05:12.760 --> 0:05:14.520 you ever get this sort of like a not really 0:05:14.520 --> 0:05:16.599 a deja but like a smell memory, Like suddenly you'll 0:05:16.600 --> 0:05:18.640 smell something and you'll instantly be able to go back 0:05:18.680 --> 0:05:22.120 to where you remember smelling that like, right, right, that's 0:05:22.160 --> 0:05:27.080 actually called the Pristine effect by Marcel Proust. I'm sure 0:05:27.120 --> 0:05:30.400 you know of the author. His novel Remembrance of Things 0:05:30.480 --> 0:05:33.800 Past was the first to explicitly link smell in memory. 0:05:34.320 --> 0:05:36.920 So he talked about the emotional power. Um, I think 0:05:36.920 --> 0:05:40.880 it was matteling cakes and how that called up his 0:05:40.960 --> 0:05:43.839 images of his childhood. Yeah, Like I'll like, you know, 0:05:43.839 --> 0:05:45.400 it's like I'll be walking down the street and suddenly 0:05:45.440 --> 0:05:49.279 I smell inexplicably the like like the house that I 0:05:49.320 --> 0:05:51.000 lived in when I was seven or something, you know, 0:05:51.440 --> 0:05:52.960 and you'll be it'll be the kind of thing where 0:05:52.960 --> 0:05:55.640 you could never like there's you can't really access this 0:05:55.720 --> 0:05:58.520 catalog of smells or I can't normally, but then suddenly 0:05:58.560 --> 0:06:00.200 it's out of the blue and they're like, hey, there's that. 0:06:00.360 --> 0:06:03.240 The link is made well. And that's because the odorant 0:06:03.240 --> 0:06:06.680 patterns are interpreted as different smells in the olfactory bulb, right, 0:06:07.360 --> 0:06:10.720 And because the factory bulb is part of your limbic system, 0:06:10.720 --> 0:06:13.240 which is our emotional center of the brain. Smell is 0:06:13.279 --> 0:06:17.800 closely connected to the mink, della and hippocamus, and those 0:06:17.800 --> 0:06:21.000 are both structures that influence our behavior, our mood, and 0:06:21.040 --> 0:06:23.400 our memory. So you do have that little storehouse going 0:06:23.440 --> 0:06:26.240 on there, and it's really effective, right. You know real 0:06:26.320 --> 0:06:29.200 estate agents always say to bake cookies or you know, 0:06:29.680 --> 0:06:32.640 or to spray the fake cookie smell, right, yeah, yeah, 0:06:32.680 --> 0:06:35.400 because you know that that encourages people to linger more 0:06:35.720 --> 0:06:41.800 have those cozy feelings of cookies being cooked. Yeah. Um. 0:06:41.839 --> 0:06:46.159 But marketers of course have figured this out, and they've 0:06:46.680 --> 0:06:49.000 in a big way, right, Like it's it's a science 0:06:49.000 --> 0:06:52.080 for them. They've looked at how people are responding the 0:06:52.120 --> 0:06:55.560 best smells, like their universal smells that people respond to well, 0:06:56.160 --> 0:06:58.839 and they figured out all these different ways to employ 0:06:58.960 --> 0:07:01.680 that in different retails faces. So if you go into 0:07:02.240 --> 0:07:06.159 a let's say, a French themed UH store, you might 0:07:06.200 --> 0:07:10.080 smell hints of lavender, which are just trying to underscore 0:07:10.120 --> 0:07:12.200 the fact that it's you're in a French store, I suppose. 0:07:12.720 --> 0:07:14.680 Or you might go into a home good store and 0:07:15.040 --> 0:07:20.040 smell chocolate chip cookies. But it's not just making you feel, 0:07:20.560 --> 0:07:24.000 you know, nice and cuddly inside. Right, there's an effect here. 0:07:24.080 --> 0:07:26.480 They're buttering you up. They are buttering you up because 0:07:26.520 --> 0:07:29.600 they know that if they pump out those aromas that 0:07:29.640 --> 0:07:31.480 you're going to spend more money. In fact, there was 0:07:31.560 --> 0:07:35.800 one study that was conducted in a Canadian mall and 0:07:35.800 --> 0:07:38.120 they found that there was an increase of over fifty 0:07:38.160 --> 0:07:41.600 dollars per customer that week. And that's from the author 0:07:41.640 --> 0:07:45.560 Martin Howard from We Know What You Want. Well, I 0:07:45.560 --> 0:07:48.400 I was, I forget how I came across this. You 0:07:48.440 --> 0:07:50.600 know how you end up doing the internet searches and 0:07:50.640 --> 0:07:53.840 you end up getting off course a little. But I 0:07:53.920 --> 0:07:56.160 found that all these threads where people trying to figure 0:07:56.160 --> 0:08:00.040 out what the smell was in subway sandwich restaurants, and 0:08:00.080 --> 0:08:01.960 people are like, what does that smell? Or and then 0:08:02.000 --> 0:08:04.280 and then I think some people would have been reading 0:08:04.280 --> 0:08:06.960 from the same inture we we are and they're they 0:08:06.960 --> 0:08:10.040 were like, oh, they're pumping it in their their brainwashing 0:08:10.120 --> 0:08:12.960 us with their fake chemical sense. And then somebody, somebody 0:08:12.960 --> 0:08:16.960 finally uh um enter the conversation was like, well, actually 0:08:17.040 --> 0:08:18.960 it has something to do with the way they bring 0:08:18.960 --> 0:08:22.160 in like frozen yeast and not frozen east, a frozen dough. 0:08:22.160 --> 0:08:25.520 And then they thought before they cook it, um and 0:08:25.720 --> 0:08:30.200 and baked the bread. But but but it's an interesting ways, 0:08:30.360 --> 0:08:34.040 not nothing nefarious and nothing more nefarious than freezing dough. 0:08:35.440 --> 0:08:37.240 It depends where you fall in that it was like 0:08:37.280 --> 0:08:40.720 accidental marketing, I suppose, yeah, But but you could imagine 0:08:40.720 --> 0:08:43.800 like a situation where say they changed, say Subway sandwiches 0:08:43.840 --> 0:08:46.520 were to change their method, and then suddenly you didn't 0:08:46.559 --> 0:08:48.840 have that smell, Like there might be an advantage in 0:08:49.080 --> 0:08:51.520 figuring out a way to bottle it and pump it in. Yeah, 0:08:51.600 --> 0:08:53.960 I don't know. I swear that the Gap has its 0:08:53.960 --> 0:08:56.760 own signature sense because you know, it's not that I 0:08:56.840 --> 0:08:58.520 hang out at the Gap all up, but anytime that 0:08:58.559 --> 0:09:00.360 I've bought something from there and I've brought at home, 0:09:00.520 --> 0:09:03.319 it still has that scent attached to it, and it's 0:09:03.360 --> 0:09:05.480 a pleasant scent. And I was like, is that that 0:09:05.559 --> 0:09:08.600 gap scent? You know? New car smells another big one 0:09:08.640 --> 0:09:10.360 for people. You know, it's like you get they you 0:09:10.440 --> 0:09:12.319 go on that test ride in that car. It'sme also 0:09:12.400 --> 0:09:15.160 new and nice, right, I mean, I mean I'm not 0:09:15.200 --> 0:09:17.960 particularly you know, enraptured by it, but I know many 0:09:18.000 --> 0:09:19.840 people are. No, You're right, and then like You've got 0:09:19.880 --> 0:09:23.560 your reptilian brain all excited and thinking, oh car, I 0:09:23.600 --> 0:09:25.400 do request it when I go to like the Cactus 0:09:25.400 --> 0:09:26.760 car wash to get the car. You know, they have 0:09:26.840 --> 0:09:28.360 all the bottles and they're like, which one you want? 0:09:28.400 --> 0:09:30.680 And I'll be like fresh, you know, new car, and 0:09:30.679 --> 0:09:33.040 they're like, we're out, and then I have to make 0:09:33.080 --> 0:09:37.360 do with like cum quad or something. Yeah, yeah, something weird. 0:09:37.520 --> 0:09:42.720 Yeah yeah, I thought I smelled in your car yea um. 0:09:42.760 --> 0:09:45.240 But it can actually go awry though. In two thousand 0:09:45.240 --> 0:09:49.240 and six, California's Milk processor Board launched a series I've 0:09:49.280 --> 0:09:53.160 Got Milk billboards in San Francisco bus shelters. So the 0:09:53.200 --> 0:09:56.280 print ads um also featured the scent of chocolate chip 0:09:56.280 --> 0:09:59.120 cookies and then the reason that people would smell the 0:09:59.160 --> 0:10:01.840 chocolate chip ease and then they want some milk and 0:10:01.880 --> 0:10:05.400 it would all work fabulously, but people actually complained about it, 0:10:05.480 --> 0:10:08.679 and you know that's yeah, I think about it. That's 0:10:08.679 --> 0:10:13.440 a situation where you've got ink ingruent elements going on. 0:10:13.600 --> 0:10:17.160 You've got the smell of the streets and passers by 0:10:17.200 --> 0:10:21.120 maybe they're smoking. And you know, in my own experience, 0:10:21.200 --> 0:10:22.480 you know, if you're sitting in a bush shelter, it 0:10:22.559 --> 0:10:26.120 might smell like you'urine sometimes. Yeah, well that's like the 0:10:26.200 --> 0:10:28.560 Candler Park marta station here in Atlanta. It's really close 0:10:28.600 --> 0:10:31.959 to a tipe of industrial baking facility, right, yeah, actually 0:10:32.000 --> 0:10:34.439 it's a kash I can't remember the piemaker, but yes, 0:10:34.440 --> 0:10:36.920 sarely or yeah. So it's like, so you're there and 0:10:36.960 --> 0:10:43.240 it'll smell either like cakes baking, pies baking, or pies baking, 0:10:43.360 --> 0:10:46.080 and like you're in you know it just you know 0:10:46.240 --> 0:10:49.120 or or whatever. The the the bus I mean, the 0:10:49.120 --> 0:10:51.520 trained terminal smells happened to be so yeah, you end 0:10:51.559 --> 0:10:53.959 up with a weird mix there. Yeah. I actually tried 0:10:54.000 --> 0:10:58.480 to take a tour of that factory. But you're arrested. Yeah, 0:10:58.600 --> 0:11:01.640 I'm just gonna say they didn't me, but client, yes, 0:11:01.720 --> 0:11:09.360 I was arrested. This presentation is brought to you by Intel, 0:11:09.559 --> 0:11:17.079 sponsors of Tomorrow. Um. And then there's music. Right, we 0:11:17.120 --> 0:11:19.480 already know how many it manipulate. I mean we used 0:11:19.480 --> 0:11:21.800 it at the side of this podcast. That's right. You know, 0:11:21.880 --> 0:11:24.520 it's sort of hopefully gets one in the mood. And uh. 0:11:24.920 --> 0:11:27.640 And you know, you go to any fine dining establishment, 0:11:27.840 --> 0:11:29.959 you're you're generally going to be you're paying for the 0:11:29.880 --> 0:11:32.719 the andyhance as much as the food, and so a 0:11:32.800 --> 0:11:34.600 huge part of that is the music. Let's play some 0:11:34.679 --> 0:11:37.400 music that makes people relax, makes some calm down, makes 0:11:37.400 --> 0:11:39.880 them feel like, you know, there's some more special like 0:11:40.080 --> 0:11:43.440 you know, this is the evening's entertainment. Yeah, and you 0:11:43.480 --> 0:11:45.839 know music, right, you've heard of music which I think 0:11:45.880 --> 0:11:48.559 most of us associate with Elevator Music. They actually that's 0:11:48.559 --> 0:11:52.320 a huge company and they actually create all sorts of 0:11:52.559 --> 0:11:57.160 um different nuanced types of tracks depending on what your 0:11:57.200 --> 0:12:02.560 retail businesses UM And there was actually another study again 0:12:02.720 --> 0:12:06.319 author Martin Howard had talked about this that specially designed 0:12:06.400 --> 0:12:09.240 music loops can keep shoppers in the supermarket for eight 0:12:09.400 --> 0:12:13.160 percent longer, like the song never ends, so you never leave. No. 0:12:13.360 --> 0:12:15.480 I think it's just sort of like if you maybe 0:12:15.520 --> 0:12:19.000 put I don't know, like Enya in a supermarket, like 0:12:19.360 --> 0:12:21.679 maybe it would just slow down people's actions. I don't know, 0:12:22.960 --> 0:12:25.400 there was a time where that might have kept me going, 0:12:25.480 --> 0:12:28.440 but yeah, now it would speed things up. That's it's 0:12:28.600 --> 0:12:32.320 really amazing though how many places don't get this concept. Though. 0:12:32.640 --> 0:12:36.480 You'll go into um like like sometimes it will be 0:12:36.920 --> 0:12:38.760 something like like a you know, the kind of place 0:12:38.760 --> 0:12:40.840 where you get like your nails done. I mean not 0:12:40.840 --> 0:12:42.080 that I go to these places a lot, but I 0:12:42.120 --> 0:12:44.720 have on on a rare occasion than one, and they'll, 0:12:45.240 --> 0:12:47.680 you know, they'll totally have their skill set down, but 0:12:47.720 --> 0:12:50.080 they won't understand that you should maybe play music that 0:12:50.160 --> 0:12:53.400 doesn't make you want to strangle yourself. Yeah. Yeah, And 0:12:53.520 --> 0:12:57.800 I've actually noted this before. In breakfast places sometimes they 0:12:57.800 --> 0:13:01.880 have will play extremely loud music, like really bad eighties music, 0:13:01.920 --> 0:13:04.319 and I think, oh my god, really like not that 0:13:04.440 --> 0:13:07.000 I'm hungover, but some of us here might be hungover. 0:13:07.040 --> 0:13:09.679 It's it's not the right choice. So yeah, we know already. 0:13:10.080 --> 0:13:12.160 We talked about this a lot too in the music 0:13:12.280 --> 0:13:16.880 Rebuild Your Brain. How music can affect you. Yeah, mostly positively. Yeah, 0:13:17.040 --> 0:13:19.800 I mean it leaches in and changes the way you 0:13:19.920 --> 0:13:23.600 view the world. I mean, wouldn't. Yeah, it's just just 0:13:23.640 --> 0:13:25.120 across the board. So the next topic sense that you 0:13:25.120 --> 0:13:28.960 would want to leverage this in a marketing situation, right, 0:13:28.960 --> 0:13:31.079 You would want someone's rewards center in the brain ding 0:13:31.160 --> 0:13:33.920 ding dinging and releasing dopamen and you'd be feeling really 0:13:33.920 --> 0:13:38.720 great and you might buy more. But another advertising technology 0:13:38.840 --> 0:13:41.120 that's creeped up in the last couple of years is 0:13:41.240 --> 0:13:44.719 beaming advertisements into people's ears, which is super creepy. I'm 0:13:44.720 --> 0:13:48.839 sure you all have heard about it before, but it's 0:13:48.880 --> 0:13:52.360 called the auditory spotlight. Yeah, and this is we have 0:13:52.400 --> 0:13:54.599 to have a really cool article on the on the 0:13:54.640 --> 0:13:57.480 website by John Fuller about this. Uh. And it's it's 0:13:57.520 --> 0:13:59.840 basically what it sounds like, just sort of just directional, 0:14:00.120 --> 0:14:03.440 like you're just directing the sound at a particular area 0:14:03.480 --> 0:14:07.240 where a person would conceivably be and uh and and 0:14:07.280 --> 0:14:11.000 they're hearing the message, right, yep, that's right. That's actually 0:14:11.400 --> 0:14:14.560 a tiny being just like light, and it's a beam 0:14:14.640 --> 0:14:18.400 from a rooftop speaker. Yeah. Now, so I really don't 0:14:18.400 --> 0:14:21.960 know that I've encountered this in real life. No, I 0:14:22.000 --> 0:14:24.560 haven't either. And I wonder if it's just been used 0:14:24.560 --> 0:14:26.760 in larger cities or if it was just you know, 0:14:26.840 --> 0:14:29.240 two thousand and seven, two thousand eight seemed to be 0:14:29.480 --> 0:14:32.560 it's big years. Um. And I think that the main 0:14:32.600 --> 0:14:34.880 brew ha ha was in New York when A and 0:14:34.960 --> 0:14:38.600 he was promoting a show called Paranormal State, and people 0:14:38.600 --> 0:14:41.280 would walk by and a woman's voice would say, who's there, 0:14:41.400 --> 0:14:44.240 who's there? It's not your imagination, but people start to 0:14:44.240 --> 0:14:47.320 get creeped out of course, but out of don't I 0:14:47.360 --> 0:14:50.880 really haven't seen it being used outside of that, you know, 0:14:51.000 --> 0:14:55.120 like outside of actually museums and libraries, places where you 0:14:55.160 --> 0:14:57.400 need it to be quiet and you need this directed 0:14:57.440 --> 0:15:01.320 sound and uh. And the other thing about this technology, 0:15:01.320 --> 0:15:03.320 I think it like it instantly the the idea and 0:15:03.320 --> 0:15:06.520 that the headlines associated with instantly captivated everybody because it 0:15:06.560 --> 0:15:09.880 brought to mind the idea that they're beaming advertised like 0:15:09.960 --> 0:15:14.240 visual advertisements directly into your brain, which which is a 0:15:14.280 --> 0:15:16.800 gag that's featured in uh, one of one of my 0:15:16.880 --> 0:15:21.480 favorite Futurama episodes where where Fry is having this dream 0:15:22.000 --> 0:15:24.680 that that he's in his underwear and it turns into 0:15:24.680 --> 0:15:28.080 an advertisement for underwear and anyway within his dream, Yeah, 0:15:28.120 --> 0:15:30.480 within his dream anyway. Excepting's like, what was that all about? 0:15:30.600 --> 0:15:32.880 And they're like, oh, that's just how how it is. 0:15:32.880 --> 0:15:34.920 Is we all have advertisements in her in her dreams, 0:15:35.600 --> 0:15:39.120 and and you know, it's like we joke about about 0:15:39.160 --> 0:15:41.240 about that. But you know, some of the technology coming 0:15:41.280 --> 0:15:45.520 along is really getting uh, it's really getting into your head. 0:15:45.520 --> 0:15:47.160 It's really getting in your head starting and you can 0:15:47.200 --> 0:15:49.920 see a future where a lot of this is going 0:15:49.960 --> 0:15:52.920 to be kind of intrusive. Yeah, And we're talking about 0:15:53.000 --> 0:15:54.880 m r s. Actually again, I feel like we talked 0:15:54.880 --> 0:15:57.560 about mrs all the time, but they're being used everywhere, 0:15:57.600 --> 0:15:59.400 all the time for everything. Yeah, and this is where 0:15:59.440 --> 0:16:02.880 we're looking of the brain while someone is thinking, um, 0:16:03.040 --> 0:16:05.800 and and watching the movement, watching how blood moves around 0:16:05.800 --> 0:16:09.800 how and and just seeing the neural architecture in action. Yeah. 0:16:09.840 --> 0:16:11.520 And I think at first, you know, of course, they 0:16:11.520 --> 0:16:14.800 were doing this for many reasons that you know, science 0:16:14.840 --> 0:16:19.160 medical based, but you know those crafty market here. Yeah, 0:16:19.440 --> 0:16:21.040 I started to try to figure it out. I think 0:16:21.200 --> 0:16:25.120 in fact, they're now calling it neuromarketing, right, yeah. Yeah. 0:16:25.200 --> 0:16:28.680 Basically what they have figured out is that you can 0:16:28.720 --> 0:16:30.960 map the data. You can look at someone's thoughts, right, 0:16:31.000 --> 0:16:33.800 like someone For instance, the sixty minutes piece that we watched, 0:16:34.560 --> 0:16:38.720 a person was looking at ten different objects and then 0:16:38.760 --> 0:16:41.080 the m R I was scanning that. And then what 0:16:41.120 --> 0:16:43.200 they did is they took that data, fed it to 0:16:43.200 --> 0:16:46.240 a computer and then told the computer later on, okay, 0:16:46.240 --> 0:16:48.640 well here are two objects based on that one scan 0:16:48.840 --> 0:16:51.080 what is this person looking at? Yeah, and stuff like 0:16:51.480 --> 0:16:53.280 is it a knife for a house? Right? And then 0:16:53.280 --> 0:16:56.360 they would be it's a knife, and that's right. So 0:16:56.480 --> 0:16:58.840 the brain was saying, I'm looking at a knife. That's 0:16:58.840 --> 0:17:01.880 the first scan. Second it was a house, third hammer, 0:17:01.920 --> 0:17:04.400 so on and so forth, And the computer was given 0:17:04.440 --> 0:17:07.360 two choices from what I recall and saying which which 0:17:07.400 --> 0:17:09.280 one was this person looking at? And the computer was 0:17:09.359 --> 0:17:12.120 choosing right almost every time. Of course, there there are 0:17:12.160 --> 0:17:16.760 some oddities that happened, because your brain might light up differently, 0:17:17.200 --> 0:17:19.520 say with a hammer, if you've had a bad experience 0:17:19.560 --> 0:17:21.679 with the hammers. Yeah, it's like every brain is going 0:17:21.720 --> 0:17:23.240 to be a little and it's like a fingerprint, you know, 0:17:23.280 --> 0:17:26.320 it's it's very complicated fingerprints, so it's not going to 0:17:26.440 --> 0:17:28.879 be perfect. But they can also look at it in 0:17:29.000 --> 0:17:32.560 terms of which of two decisions is someone going to make? Yeah, 0:17:32.640 --> 0:17:34.800 we're trying to predict yeah, which with marketing that comes 0:17:34.840 --> 0:17:37.840 down to a very basic, uh decision. You know, it's 0:17:37.880 --> 0:17:40.159 like it's this person going to buy this object or not? 0:17:40.200 --> 0:17:43.560 Are they interested in this or they repulsed by it? Right? 0:17:43.880 --> 0:17:45.919 And this is in Carnegie. Mellon was looking at this right, 0:17:45.920 --> 0:17:49.159 and they were actually trying to have the ability to 0:17:49.320 --> 0:17:52.360 map nuance thoughts within the next three years. So yes, 0:17:52.440 --> 0:17:56.560 this this idea of not just saying Okay, we based 0:17:56.600 --> 0:18:01.159 on this information to everybody's there's universal qualities right that 0:18:01.400 --> 0:18:03.960 um come up when you look at an image, and 0:18:04.000 --> 0:18:06.920 so everybody's going to think about this object this way 0:18:07.000 --> 0:18:09.640 most of the time. But no, I mean it's it's 0:18:09.640 --> 0:18:11.600 more than that. It's like what choices are people going 0:18:11.640 --> 0:18:13.959 to make? And where have you been? The one they 0:18:13.960 --> 0:18:15.800 looked at was you know, it's like we have these 0:18:15.800 --> 0:18:19.000 sort of mintal images of places and they can they 0:18:19.000 --> 0:18:20.879 can you know, answer the question have you seen this 0:18:21.000 --> 0:18:23.560 environment before? And that has a whole there's a whole 0:18:23.560 --> 0:18:26.760 possibility there with like criminal investigations, like you know you 0:18:26.800 --> 0:18:28.800 have the scene of the crime, Well we we just 0:18:28.840 --> 0:18:31.119 scanned you and it said you were in fact e 0:18:31.320 --> 0:18:33.480 g was used to convict a woman of poisoning and 0:18:33.520 --> 0:18:37.040 ex fiance in India. That's right, because they were describing 0:18:37.119 --> 0:18:40.000 the circumstances around his death and at the same time 0:18:40.040 --> 0:18:42.560 she was getting scanned, right, and they said, okay, we 0:18:42.640 --> 0:18:45.800 see all this activity going on. Now you can sort 0:18:45.800 --> 0:18:47.600 of lay that on her for agreeing to the scan, 0:18:47.640 --> 0:18:49.639 because that's the other big thing we have to mentioneer 0:18:49.640 --> 0:18:53.840 when we're talking about getting your getting scanned. It's it's 0:18:53.920 --> 0:18:55.800 it's one of these situations where it's it's like getting 0:18:55.800 --> 0:18:58.719 an m R. I. You know, you're you're going, you're 0:18:58.800 --> 0:19:02.359 laying down, you're being really still very cooperative while this 0:19:02.560 --> 0:19:06.479 uh this you basically go on this giant donut right right, 0:19:06.520 --> 0:19:09.960 As far as we know, governments, corporations cannot stuff us 0:19:09.960 --> 0:19:12.520 into this donut and make us do this. Even in 0:19:12.560 --> 0:19:15.040 total recall, they had trouble get it keeping Arnold Swartzenegger 0:19:15.119 --> 0:19:17.320 and that that that chair, you know, he ended up 0:19:17.359 --> 0:19:20.399 breaking out of it. So well, he's right, So we 0:19:20.440 --> 0:19:22.359 either have this thing was so we're gonna either have 0:19:22.400 --> 0:19:27.720 to develop stronger chairs um or or develop scanning systems 0:19:27.760 --> 0:19:30.399 that are not so that don't demand so much cooperation, 0:19:31.359 --> 0:19:33.800 portable ones and ones that can just sort of scan 0:19:33.880 --> 0:19:36.000 you in a second. Right, and there is a man 0:19:36.119 --> 0:19:38.439 named Paul root Wolpe. He's the director of ethics at 0:19:38.440 --> 0:19:40.800 Emory University, and he says, this is possible that you 0:19:40.840 --> 0:19:44.600 can beam light into your front cortex and that receptors 0:19:44.640 --> 0:19:47.920 would get the reflection of that light, essentially reading your 0:19:47.960 --> 0:19:51.480 thoughts that correspond what you're looking at at that time. Yeah, 0:19:51.520 --> 0:19:53.359 so we'd be able to do it, not only remotely 0:19:53.359 --> 0:19:56.960 but also covertly, you know, they like you might be 0:19:57.440 --> 0:19:59.200 I'm just throwing this out there, like you're you're looking 0:19:59.240 --> 0:20:03.000 at the billboard the trains station, and it's looking at you. 0:20:03.000 --> 0:20:05.560 You don't even realize that it's it's gauging your reaction 0:20:05.640 --> 0:20:09.080 to the advertisement. And maybe based on those readings, it 0:20:09.160 --> 0:20:11.800 might be able to throw up something that interests you 0:20:11.840 --> 0:20:14.840 more or intereste or or or would you know, interest 0:20:14.880 --> 0:20:17.240 you or not interest you less. But but you know, 0:20:17.280 --> 0:20:19.919 it would be able to if you've ever filled out 0:20:20.000 --> 0:20:24.800 like a survey online or these basic like recommendation engines 0:20:24.840 --> 0:20:26.879 that say like, oh, you like this movie. In this movie, 0:20:27.040 --> 0:20:30.359 you probably love this um. You know it's as wrong 0:20:30.400 --> 0:20:33.480 as Netflix seems to get that on my account. You know, 0:20:33.520 --> 0:20:35.000 it's like that that that's the sort of thing that 0:20:35.040 --> 0:20:37.880 everyone seems to be interested and uh, and this would 0:20:37.880 --> 0:20:40.679