1
00:00:00,200 --> 00:00:03,840
Speaker 1: Welcome to Stuff they Don't Want You to Know. Today,

2
00:00:03,960 --> 00:00:07,200
Speaker 1: we're doing something a little bit different. We're going to

3
00:00:07,240 --> 00:00:11,640
Speaker 1: talk about one of our favorite episodes ever and one

4
00:00:11,680 --> 00:00:15,320
Speaker 1: of our first. Dare I say, gentlemen, that this is

5
00:00:15,360 --> 00:00:20,360
Speaker 1: a classic of the highest order. Don't call it a comeback.

6
00:00:20,400 --> 00:00:23,000
Speaker 1: It's literally been here for many years, to the point

7
00:00:23,079 --> 00:00:26,040
Speaker 1: where you can't even get it on Apple podcasts anymore.

8
00:00:26,239 --> 00:00:28,680
Speaker 1: So if you haven't listened to this before, this is

9
00:00:28,680 --> 00:00:30,560
Speaker 1: your opportunity to hear it now, maybe for the first

10
00:00:30,600 --> 00:00:33,160
Speaker 1: time ever. And if you have heard it before, hey,

11
00:00:33,159 --> 00:00:35,720
Speaker 1: why not brush up a little bit on your burnet's

12
00:00:35,880 --> 00:00:39,040
Speaker 1: because the man is a legend and influential in so

13
00:00:39,080 --> 00:00:41,960
Speaker 1: many things that we encounter in our everyday lives. But

14
00:00:42,120 --> 00:00:46,040
Speaker 1: without spoiling too much, we now take you, in a

15
00:00:46,080 --> 00:00:50,760
Speaker 1: time traveling fashion, back to two thousand and thirteen. Oh,

16
00:00:50,840 --> 00:00:56,320
Speaker 1: what a glorious year. Uh, it's too It's to the

17
00:00:56,440 --> 00:00:58,680
Speaker 1: very first episode, as we said, of Stuff they Don't

18
00:00:58,680 --> 00:01:02,080
Speaker 1: Want You to Know. The podcast, the audio podcast where

19
00:01:02,560 --> 00:01:05,880
Speaker 1: Noel Brown is on the ones and twos and Ben

20
00:01:05,880 --> 00:01:08,959
Speaker 1: and Matt are on Mike. Oh, let's see what they

21
00:01:09,040 --> 00:01:13,920
Speaker 1: have to say from UFOs two Ghosts and Government cover ups.

22
00:01:14,080 --> 00:01:17,640
Speaker 1: History is riddled with unexplained events. You can turn back

23
00:01:17,680 --> 00:01:26,760
Speaker 1: now or learn the stuff they don't want you to know. Hello, everyone,

24
00:01:26,800 --> 00:01:29,440
Speaker 1: welcome to the first episode ever of Stuff they Don't

25
00:01:29,440 --> 00:01:32,240
Speaker 1: Want you to Know, the Audio Podcast. My name is

26
00:01:32,280 --> 00:01:35,000
Speaker 1: Matt Frederick. I'm the editor and producer on this show,

27
00:01:35,360 --> 00:01:39,400
Speaker 1: and my name is Ben Bolan. I am I guess

28
00:01:39,400 --> 00:01:43,000
Speaker 1: I just right do some research now. Uh. And you're

29
00:01:43,040 --> 00:01:45,640
Speaker 1: the face man, you're the voice in the face. You're

30
00:01:45,680 --> 00:01:49,000
Speaker 1: also on camera. I'm one tenth of the face that

31
00:01:49,080 --> 00:01:51,800
Speaker 1: you are, sir, but I like that position. I'm one

32
00:01:51,840 --> 00:01:55,320
Speaker 1: tenth to tell it you are. Yeah, there we go,

33
00:01:55,840 --> 00:01:59,360
Speaker 1: so yes, Matt, as you said, this is our first

34
00:01:59,440 --> 00:02:02,400
Speaker 1: audio podcast. This is a new thing for us because

35
00:02:02,640 --> 00:02:06,360
Speaker 1: a lot of the other How Stuff Works podcasts started

36
00:02:06,360 --> 00:02:10,120
Speaker 1: out audio and they went video. Yeah, we're reversing that process,

37
00:02:10,320 --> 00:02:13,720
Speaker 1: and hopefully it's going to be a highly lucrative process.

38
00:02:13,720 --> 00:02:18,240
Speaker 1: We're reverse engineering lucrative in terms of rewarding no, no,

39
00:02:18,240 --> 00:02:20,440
Speaker 1: no money, all of the money. We're gonna make so

40
00:02:20,520 --> 00:02:24,160
Speaker 1: much money with this audio podcast. It's crazy. People would

41
00:02:24,240 --> 00:02:27,040
Speaker 1: laugh if they saw how much money we don't make. Exactly,

42
00:02:27,040 --> 00:02:30,000
Speaker 1: That's how I explained it to people. But so we

43
00:02:30,080 --> 00:02:35,040
Speaker 1: wanted to kick off these audio podcasts by uh doing

44
00:02:35,160 --> 00:02:38,400
Speaker 1: something that's kind of show notes, right with that be

45
00:02:38,440 --> 00:02:40,080
Speaker 1: a way to look at Yeah, this is kind of

46
00:02:40,120 --> 00:02:43,760
Speaker 1: getting you guys to see the the behind the scenes

47
00:02:43,840 --> 00:02:46,679
Speaker 1: of what we do every week on our show. Yeah,

48
00:02:46,800 --> 00:02:50,720
Speaker 1: and in some of these episodes will be talking about

49
00:02:51,080 --> 00:02:54,440
Speaker 1: previous episodes we've done in our original series. Um. I

50
00:02:54,440 --> 00:02:56,760
Speaker 1: guess in the future we might talk about some other things,

51
00:02:56,800 --> 00:03:01,440
Speaker 1: topical events, updates on mysterious death just to be a

52
00:03:01,440 --> 00:03:04,960
Speaker 1: bit somber for a moment, Matt, it's frightening how many

53
00:03:05,000 --> 00:03:09,840
Speaker 1: mysterious deaths there are. Uh oh, certainly? Yeah, wow, yeah

54
00:03:09,880 --> 00:03:14,400
Speaker 1: you really did? You really turned a corner there? Huh Sorry, Okay,

55
00:03:14,440 --> 00:03:16,639
Speaker 1: I've been I've been reading some stuff lately that will

56
00:03:16,639 --> 00:03:21,840
Speaker 1: come up in another episode. But my friend I digress. Um,

57
00:03:22,000 --> 00:03:26,560
Speaker 1: can I tell you a story? Absolutely? Okay, It's it's short, everybody,

58
00:03:26,680 --> 00:03:30,520
Speaker 1: So this the whole podcast won't be a monologue, all right. So,

59
00:03:31,480 --> 00:03:34,960
Speaker 1: once upon a time, Ben Bullen, the the younger type

60
00:03:35,080 --> 00:03:41,440
Speaker 1: version of me, was a huge sucker for advertisements. Now

61
00:03:41,440 --> 00:03:44,760
Speaker 1: when I grew up my parents for a while, for

62
00:03:44,800 --> 00:03:48,680
Speaker 1: a period, refused to get cable on principle. So and

63
00:03:48,680 --> 00:03:50,920
Speaker 1: I'm gonna date myself here. We had, you know, one

64
00:03:50,960 --> 00:03:54,920
Speaker 1: of those rabbit ear antenna fuzzy screen thing, just because

65
00:03:55,000 --> 00:03:57,160
Speaker 1: I guess they didn't want me to watch a bunch

66
00:03:57,160 --> 00:04:00,000
Speaker 1: of television. So as soon as I was around television

67
00:04:00,000 --> 00:04:04,119
Speaker 1: and uh, with cable and stuff like that, I went

68
00:04:04,360 --> 00:04:08,480
Speaker 1: nuts for commercials. You know. I would see commercials for toys.

69
00:04:08,560 --> 00:04:10,720
Speaker 1: Of course, every kid falls for those, and I would

70
00:04:10,760 --> 00:04:13,880
Speaker 1: go nuts and bananas over that. Let's see commercials for

71
00:04:13,920 --> 00:04:16,520
Speaker 1: stuff that a six year old was not reasonably wants,

72
00:04:16,760 --> 00:04:21,839
Speaker 1: like a truck, like an actual truck, like a pickup truck. Yeah,

73
00:04:22,120 --> 00:04:23,960
Speaker 1: and I would go, you know, I should learn to

74
00:04:24,040 --> 00:04:27,040
Speaker 1: drive so I can buy one of those. And I'm six,

75
00:04:27,080 --> 00:04:30,039
Speaker 1: and then, uh, an ambitious young man. And to be candid,

76
00:04:30,240 --> 00:04:32,760
Speaker 1: a lot of it stuff I didn't understand, you know,

77
00:04:32,839 --> 00:04:36,680
Speaker 1: a lot. I'm I'm fair looking back, I'm fairly certain

78
00:04:36,920 --> 00:04:39,280
Speaker 1: that I saw a tampon commercial and didn't know what

79
00:04:39,320 --> 00:04:42,719
Speaker 1: they were selling, but liked the music and thought, yeah,

80
00:04:42,880 --> 00:04:47,440
Speaker 1: I should find out what that is. And and even now,

81
00:04:48,200 --> 00:04:52,479
Speaker 1: even now, I'm still um. When I'm driving somewhere or

82
00:04:53,160 --> 00:04:56,159
Speaker 1: I'm walking by and I hear the radio, I am

83
00:04:56,240 --> 00:04:58,560
Speaker 1: that one person out to tend We'll hear you know,

84
00:04:58,600 --> 00:05:01,160
Speaker 1: a burger king ad or something. When was the last

85
00:05:01,160 --> 00:05:04,280
Speaker 1: time I had a whopper? Forgetting you? Yeah, forgetting that.

86
00:05:04,320 --> 00:05:08,479
Speaker 1: I've never actually eaten a whopper in my life. Really, Yeah,

87
00:05:08,960 --> 00:05:12,440
Speaker 1: it's true. Yes, dude, scouts on her, I might have

88
00:05:12,440 --> 00:05:13,880
Speaker 1: to all right, I'm gonna have to get into you.

89
00:05:13,880 --> 00:05:15,480
Speaker 1: I'm gonna have to talk to your friends and figure

90
00:05:15,480 --> 00:05:17,840
Speaker 1: out if that's a true story. Because the whopper man,

91
00:05:17,880 --> 00:05:20,800
Speaker 1: you've got to have a whopper before called the n

92
00:05:20,920 --> 00:05:24,159
Speaker 1: essay they can verify my story. Well, for me, it

93
00:05:24,240 --> 00:05:28,280
Speaker 1: was the NERF NERF commercials, super soakers, anything like laser

94
00:05:28,279 --> 00:05:31,039
Speaker 1: tag commercials. All that kind of stuff got me. I

95
00:05:31,120 --> 00:05:35,040
Speaker 1: was such a little non military kid that the fantasy

96
00:05:35,279 --> 00:05:37,960
Speaker 1: of having a gun that I can shoot no matter

97
00:05:38,000 --> 00:05:40,919
Speaker 1: if it shoots foam or water, that was my big fantasy.

98
00:05:40,960 --> 00:05:43,400
Speaker 1: And those man it's got me hook line and sinker

99
00:05:43,760 --> 00:05:46,800
Speaker 1: and so. End of the story is still pucker about advertising,

100
00:05:46,880 --> 00:05:49,240
Speaker 1: both of us. But I think we're very much more

101
00:05:49,320 --> 00:05:53,280
Speaker 1: aware of it than we were advanced. Uh. We we

102
00:05:53,360 --> 00:05:57,120
Speaker 1: have done some cool experiments. This is something that's a

103
00:05:57,200 --> 00:06:00,080
Speaker 1: great experiment for every listener to try pick it a

104
00:06:00,640 --> 00:06:03,600
Speaker 1: pick a day, like a week from now, and say,

105
00:06:03,720 --> 00:06:06,240
Speaker 1: from the moment I wake up, I'm going to keep

106
00:06:06,320 --> 00:06:10,039
Speaker 1: count of every advertisement I see or here. That's going

107
00:06:10,080 --> 00:06:13,520
Speaker 1: to be a full day. It's it's so difficult to

108
00:06:13,560 --> 00:06:16,440
Speaker 1: do so, it's like trying to count the uses of

109
00:06:16,480 --> 00:06:20,840
Speaker 1: the word the in a in a paragraph. But why

110
00:06:20,880 --> 00:06:25,080
Speaker 1: has advertising become so ubiquitous? Why has it become so pervasive?

111
00:06:25,520 --> 00:06:29,320
Speaker 1: Why were we living in an age where everything can

112
00:06:29,360 --> 00:06:36,560
Speaker 1: be for sale? Well, first of all capitalism. But there's

113
00:06:36,600 --> 00:06:41,680
Speaker 1: one very important gentleman who hasn't influenced pretty much everyone

114
00:06:41,720 --> 00:06:45,960
Speaker 1: who has worked in the advertising industry since the nineteen twenties,

115
00:06:46,600 --> 00:06:52,440
Speaker 1: I believe, and his name is Edward Burns. I should

116
00:06:52,440 --> 00:06:54,960
Speaker 1: have said that more on ominous. Well here just try

117
00:06:54,960 --> 00:07:00,880
Speaker 1: it again. Edward Berne's dumb change that the sound. I

118
00:07:00,880 --> 00:07:03,080
Speaker 1: still like it? Yeah it was, it was good. We'll

119
00:07:03,160 --> 00:07:06,920
Speaker 1: keep that one. But but yes, Edward Burne. This is

120
00:07:07,440 --> 00:07:11,000
Speaker 1: an historical figure that you and I examined in our

121
00:07:11,120 --> 00:07:14,880
Speaker 1: three part series on Edward Burnets, known as the father

122
00:07:15,000 --> 00:07:20,840
Speaker 1: of public relations, nephew of Sigmund Freud, wrote a book

123
00:07:20,880 --> 00:07:25,080
Speaker 1: called Propaganda, which is probably one of the most influential

124
00:07:25,600 --> 00:07:29,480
Speaker 1: obscure books in modern history, you know. Yeah, it influenced

125
00:07:29,520 --> 00:07:33,560
Speaker 1: a lot of people, including some rather nefarious people like

126
00:07:34,120 --> 00:07:38,600
Speaker 1: who was that guy, Joseph Gebel's. Yes, yes, he also

127
00:07:38,760 --> 00:07:42,920
Speaker 1: a member of the Nazi Party. Joseph Garribele's followed the

128
00:07:43,000 --> 00:07:47,560
Speaker 1: work of Edward Bernese and used it to help some

129
00:07:47,720 --> 00:07:52,200
Speaker 1: social engineering, some marketing to win over the German public

130
00:07:52,280 --> 00:07:55,320
Speaker 1: during the Nazi regime's reign. Yeah, but not just Nazis.

131
00:07:56,160 --> 00:07:59,960
Speaker 1: His book, the book Propaganda, Really it delved into public

132
00:08:00,040 --> 00:08:03,560
Speaker 1: relations like we're talking about, and really advertising and how

133
00:08:03,640 --> 00:08:08,080
Speaker 1: to kind of manipulate not kind of how to manipulate

134
00:08:08,160 --> 00:08:13,440
Speaker 1: people into believing a certain thing, but manipulating opinion. Right, Yeah,

135
00:08:13,440 --> 00:08:16,320
Speaker 1: And in our episode we talked about some excellent examples

136
00:08:16,320 --> 00:08:20,920
Speaker 1: of this. Let's see, let's just toss out some examples. Bacon.

137
00:08:21,080 --> 00:08:24,320
Speaker 1: He made bacon part of breakfast. He did that by

138
00:08:24,480 --> 00:08:27,960
Speaker 1: didn't he He sent out a letter to I guess

139
00:08:28,040 --> 00:08:31,760
Speaker 1: physicians and inquired about, well, should should a person eat

140
00:08:31,800 --> 00:08:35,000
Speaker 1: a light breakfast or a hearty breakfast? I mean again,

141
00:08:35,040 --> 00:08:39,600
Speaker 1: I'm distilling that and most of these doctors and most

142
00:08:39,600 --> 00:08:41,920
Speaker 1: of these physicians said, yes, a hearty breakfast, you should

143
00:08:41,960 --> 00:08:45,679
Speaker 1: definitely eat that, and they actually cited eggs and bacon. Yeah,

144
00:08:45,720 --> 00:08:48,559
Speaker 1: And the way the questions were framed in this letter,

145
00:08:49,080 --> 00:08:55,560
Speaker 1: it was um any doctor worth their stethoscope would have

146
00:08:55,720 --> 00:08:59,439
Speaker 1: chosen the option be the healthy breakfast over whatever option

147
00:08:59,520 --> 00:09:02,960
Speaker 1: A was. Maybe it was like shards of glass and Nichols,

148
00:09:03,160 --> 00:09:06,079
Speaker 1: I don't know. But but the way he framed it

149
00:09:06,160 --> 00:09:08,920
Speaker 1: was so clever that all of a sudden he had

150
00:09:08,960 --> 00:09:14,599
Speaker 1: a group of medical professionals saying that you should have

151
00:09:14,640 --> 00:09:18,120
Speaker 1: a hearty breakfast, and then they jumped from there to

152
00:09:18,200 --> 00:09:21,040
Speaker 1: say that bacon was part of a hearty breakfast. But

153
00:09:21,120 --> 00:09:24,520
Speaker 1: the whole reason he got this gig was because pork

154
00:09:25,480 --> 00:09:29,640
Speaker 1: manufacturing and pork livestock companies. Yeah, the beech Nut Packaging

155
00:09:29,679 --> 00:09:34,320
Speaker 1: Company specifically, Yes, the beech Nut Packaging Company had a

156
00:09:34,320 --> 00:09:37,600
Speaker 1: bunch of what we would call American bacon, right, you

157
00:09:37,600 --> 00:09:39,400
Speaker 1: know it's not the bacon it flies and the rest

158
00:09:39,400 --> 00:09:41,280
Speaker 1: of the world. They had a bunch of this stuff

159
00:09:41,480 --> 00:09:44,280
Speaker 1: and they couldn't sell it, and so they can contracted

160
00:09:44,679 --> 00:09:47,800
Speaker 1: Edward Burnet's to help them sell it. So instead of

161
00:09:47,840 --> 00:09:53,520
Speaker 1: going with advertisements, he created an opinion that he could

162
00:09:53,640 --> 00:09:56,920
Speaker 1: market and made it made it an appeal to authorities

163
00:09:57,320 --> 00:09:59,360
Speaker 1: by having the doctors say it. And that's far from

164
00:09:59,360 --> 00:10:04,200
Speaker 1: the only thing stunt. So this idea fascinates me greatly,

165
00:10:04,280 --> 00:10:07,520
Speaker 1: the idea that I'm not going to sell my product

166
00:10:07,679 --> 00:10:11,280
Speaker 1: by advertising it in a traditional way. I'm going to

167
00:10:12,080 --> 00:10:15,319
Speaker 1: I'm gonna go around that advertising avenue and I'm gonna

168
00:10:15,559 --> 00:10:20,360
Speaker 1: make you believe, I'm gonna almost incept an opinion inside

169
00:10:20,360 --> 00:10:22,600
Speaker 1: of you that then will make you want to purchase

170
00:10:22,720 --> 00:10:27,119
Speaker 1: my product. Yeah. Absolutely, and I agree with that because

171
00:10:27,840 --> 00:10:30,560
Speaker 1: it's one of the turning points I think in the

172
00:10:30,720 --> 00:10:35,959
Speaker 1: history of advertising now. Of course, Edward Berness, even though

173
00:10:35,960 --> 00:10:38,720
Speaker 1: it's called the father of pr was not the only

174
00:10:38,760 --> 00:10:41,960
Speaker 1: person to do this stuff, but he was by far

175
00:10:42,040 --> 00:10:45,920
Speaker 1: and away the most successful on top of his class.

176
00:10:46,440 --> 00:10:49,720
Speaker 1: Another another example that we talked about in the videos

177
00:10:50,040 --> 00:10:54,240
Speaker 1: was the Lucky Strike campaign, the cigarettes campaign, which you

178
00:10:54,360 --> 00:10:57,200
Speaker 1: might remember if you haven't seen our episode already, you

179
00:10:57,240 --> 00:10:59,959
Speaker 1: might remember it from the Madmen pilot where they talk

180
00:11:00,040 --> 00:11:03,600
Speaker 1: about lucky strikes and how it's toasted spoiler alert, I guess,

181
00:11:04,200 --> 00:11:07,120
Speaker 1: and just that you know it's a show that's really

182
00:11:07,120 --> 00:11:10,200
Speaker 1: all about advertising. Madmen is and they chose in their

183
00:11:10,200 --> 00:11:12,920
Speaker 1: pilot episode to look at Lucky Strikes and to me

184
00:11:13,080 --> 00:11:15,880
Speaker 1: that it makes a lot of sense when we're talking

185
00:11:15,880 --> 00:11:19,080
Speaker 1: about this guy who is again the father of pr

186
00:11:19,120 --> 00:11:23,600
Speaker 1: and advertising. Right, so Bernes's figures out how to sell

187
00:11:24,040 --> 00:11:27,160
Speaker 1: how to sell cigarettes. The Lucky Strikes company asked him

188
00:11:27,640 --> 00:11:32,199
Speaker 1: to make Lucky Strikes cigarettes more marketable to women, right.

189
00:11:33,320 --> 00:11:36,040
Speaker 1: And he looks into it. And one of the first

190
00:11:36,040 --> 00:11:38,880
Speaker 1: things he finds, if I recall this correctly, is he

191
00:11:39,000 --> 00:11:41,920
Speaker 1: got to change the color, and the green color he

192
00:11:41,960 --> 00:11:44,440
Speaker 1: didn't like. And then they said, and and the women,

193
00:11:45,160 --> 00:11:47,800
Speaker 1: uh that he was asking about this, they didn't like

194
00:11:47,880 --> 00:11:50,720
Speaker 1: the color either, not at all. It's so Lucky Strikes

195
00:11:50,800 --> 00:11:53,440
Speaker 1: comes back to him and they say, uh, it's too

196
00:11:53,520 --> 00:11:55,920
Speaker 1: much money for us to change the color, so make

197
00:11:55,960 --> 00:11:59,480
Speaker 1: it work. And then this is brilliant. Uh. He links

198
00:11:59,520 --> 00:12:05,000
Speaker 1: it women's suffrage, and he has fashion designers, again appealing

199
00:12:05,040 --> 00:12:08,800
Speaker 1: to experts, declare that this particular shade of green, not

200
00:12:08,880 --> 00:12:12,480
Speaker 1: any green, the Lucky Strikes green in particular is the

201
00:12:12,640 --> 00:12:17,520
Speaker 1: color of the season, and they're throwing green galas. It's

202
00:12:17,559 --> 00:12:21,000
Speaker 1: crazy to me, that kind of thinking is so outside

203
00:12:21,000 --> 00:12:24,200
Speaker 1: of my thinking that it's hard for me to even understand.

204
00:12:24,800 --> 00:12:27,600
Speaker 1: I just yea, you know that that kind of for me,

205
00:12:27,640 --> 00:12:29,840
Speaker 1: it's manipulation. That's what rings in my ears want to

206
00:12:29,840 --> 00:12:32,560
Speaker 1: hear that kind of thing. But it's so smart, man,

207
00:12:32,600 --> 00:12:35,080
Speaker 1: You've got to I've got to kind of envy the

208
00:12:35,120 --> 00:12:38,240
Speaker 1: ability to do that. It's inception. I love that, you say,

209
00:12:38,440 --> 00:12:41,440
Speaker 1: and sept because he really did. And then of course

210
00:12:41,480 --> 00:12:44,040
Speaker 1: fast forward. We don't want to just rehash the whole episode.

211
00:12:44,120 --> 00:12:46,600
Speaker 1: Please do watch it. If please do watch the series.

212
00:12:46,920 --> 00:12:48,719
Speaker 1: If you haven't watched it yet, you know we've We've

213
00:12:48,720 --> 00:12:51,880
Speaker 1: actually got a playlist on our YouTube channel. If you

214
00:12:51,920 --> 00:12:55,040
Speaker 1: go there you can watch all the episodes. Yeah, and

215
00:12:55,120 --> 00:12:59,000
Speaker 1: that's YouTube dot com slash conspiracy stuff. We often return

216
00:12:59,120 --> 00:13:04,240
Speaker 1: to the idea of Edward Bernese because the techniques, um,

217
00:13:04,720 --> 00:13:07,079
Speaker 1: the inception, as you said that, which I'm going to

218
00:13:07,280 --> 00:13:10,640
Speaker 1: use for the rest of the uh, the inception and

219
00:13:10,800 --> 00:13:16,319
Speaker 1: inceptive techniques there are still in use in the modern day. Um,

220
00:13:16,440 --> 00:13:20,160
Speaker 1: perhaps more so now than ever. What's the there's a

221
00:13:20,200 --> 00:13:25,199
Speaker 1: new stations like now more than ever, we should make

222
00:13:25,200 --> 00:13:29,600
Speaker 1: that our thing. It's just that's all we'll say on

223
00:13:29,640 --> 00:13:32,040
Speaker 1: the business card. Now more than ever. Stuff they don't

224
00:13:32,040 --> 00:13:34,920
Speaker 1: want you to know now more than ever. But the

225
00:13:35,520 --> 00:13:41,160
Speaker 1: so the idea what another example of how these ideas

226
00:13:41,200 --> 00:13:45,520
Speaker 1: can be used. Um, we know that psychologically, as individuals,

227
00:13:47,440 --> 00:13:52,560
Speaker 1: a human mind tends to seek consensus. A human mind

228
00:13:52,600 --> 00:13:57,840
Speaker 1: tends to seek some sort of affiliation in a tribal

229
00:13:57,880 --> 00:14:00,959
Speaker 1: group and some sort of place of hour within that

230
00:14:01,040 --> 00:14:04,080
Speaker 1: hierarchy or placed in the right side of history. So

231
00:14:04,160 --> 00:14:08,080
Speaker 1: of course, of course we're hardwired to want to agree

232
00:14:08,160 --> 00:14:10,920
Speaker 1: with someone who's a doctor because they seem like they

233
00:14:10,960 --> 00:14:14,360
Speaker 1: are of some tribe that has this knowledge, and we

234
00:14:14,400 --> 00:14:17,600
Speaker 1: would like to be favorably associated as individuals on a

235
00:14:17,600 --> 00:14:20,560
Speaker 1: primal level, exactly know, the one of the worst feelings

236
00:14:20,600 --> 00:14:24,440
Speaker 1: as feeling as though you're you're dumb, comparable to or

237
00:14:24,960 --> 00:14:30,560
Speaker 1: inferior to, especially mentally at least that's in my life personally. Um,

238
00:14:30,600 --> 00:14:32,960
Speaker 1: And so I can completely see why that would be

239
00:14:33,600 --> 00:14:36,840
Speaker 1: just a human thing. And this is kind of a

240
00:14:37,160 --> 00:14:39,840
Speaker 1: this kind of a brain hack or a psychological hack

241
00:14:39,920 --> 00:14:44,840
Speaker 1: to to circumvent people's usual critical thinking skills this way,

242
00:14:45,000 --> 00:14:48,120
Speaker 1: and we see it. We see it today so often

243
00:14:48,280 --> 00:14:52,040
Speaker 1: on the Internet. People will say, well, I uh saw

244
00:14:52,120 --> 00:14:56,760
Speaker 1: this study that told me that avocados are actually the

245
00:14:57,000 --> 00:15:02,080
Speaker 1: lucid dreams of watermelons, And you go, oh, okay, and

246
00:15:02,160 --> 00:15:06,120
Speaker 1: study study becomes this buzzword, this magic base that people

247
00:15:06,200 --> 00:15:11,160
Speaker 1: just tapping conversations um to say whatever without maybe looking

248
00:15:11,200 --> 00:15:15,800
Speaker 1: at the methodology, looking at other studies that may have

249
00:15:15,840 --> 00:15:21,680
Speaker 1: found similar or dissimilar results, And sadly, or I guess

250
00:15:21,720 --> 00:15:26,000
Speaker 1: distressingly enough, it's it seems even more common to have

251
00:15:26,520 --> 00:15:30,920
Speaker 1: those sorts of appeals. And what I've liked about this episode,

252
00:15:31,000 --> 00:15:33,360
Speaker 1: the third part of the episode that we that we

253
00:15:33,400 --> 00:15:36,800
Speaker 1: did was I I really enjoyed at the end. Usually,

254
00:15:36,800 --> 00:15:39,720
Speaker 1: you know, we just give the facts and we say

255
00:15:39,760 --> 00:15:42,840
Speaker 1: this is what someone believes, is what someone else believes,

256
00:15:43,240 --> 00:15:46,520
Speaker 1: maybe it could be true. Here's some stuff we're against it.

257
00:15:46,720 --> 00:15:50,680
Speaker 1: But in that in that third episode, we actually stopped

258
00:15:50,720 --> 00:15:55,000
Speaker 1: with kind of a cautionary note, right, and we warned

259
00:15:55,120 --> 00:16:00,400
Speaker 1: people two, be very careful when you hear someone just

260
00:16:01,080 --> 00:16:06,680
Speaker 1: citing a vague study without citing anything else against it.

261
00:16:06,760 --> 00:16:09,640
Speaker 1: You know, that's that's a huge point, and that's why

262
00:16:09,680 --> 00:16:12,720
Speaker 1: we've started putting in our episodes the if you ever

263
00:16:12,720 --> 00:16:14,480
Speaker 1: see the little black bar that comes up and it

264
00:16:14,520 --> 00:16:16,600
Speaker 1: says search, and then I'll put the keywords in there,

265
00:16:16,640 --> 00:16:19,240
Speaker 1: and if you type those keywords into a search engine,

266
00:16:19,480 --> 00:16:21,880
Speaker 1: it will get you exactly the source that we looked at.

267
00:16:22,400 --> 00:16:25,280
Speaker 1: And because we like this, we like to even say this,

268
00:16:25,640 --> 00:16:29,640
Speaker 1: we question ourselves because we're we're going online and we're

269
00:16:29,640 --> 00:16:32,600
Speaker 1: talking to people or reading books and we're getting information

270
00:16:32,640 --> 00:16:36,080
Speaker 1: as well as we can. But we want you, whoever

271
00:16:36,160 --> 00:16:38,880
Speaker 1: you are, to go and research this stuff as well,

272
00:16:38,960 --> 00:16:42,800
Speaker 1: so that you can really see the sources. And we

273
00:16:42,880 --> 00:16:48,400
Speaker 1: also know something that I think is increasingly important. Watch

274
00:16:48,400 --> 00:16:52,200
Speaker 1: out for appeals to emotion, you know. And uh, in

275
00:16:52,800 --> 00:16:57,880
Speaker 1: our research on techniques descended from the original Burnese stuff,

276
00:16:58,280 --> 00:17:03,040
Speaker 1: we found that the same techniques used to convince people

277
00:17:03,440 --> 00:17:06,680
Speaker 1: to buy cigarettes or to buy bacon can also be

278
00:17:06,800 --> 00:17:11,119
Speaker 1: used to convince people that a war is necessary or

279
00:17:11,280 --> 00:17:17,120
Speaker 1: just or even made for a completely fabricated reason. And

280
00:17:17,440 --> 00:17:22,639
Speaker 1: this um that we specifically refer to some episodes that

281
00:17:22,760 --> 00:17:29,439
Speaker 1: occurred in the ninety nineties, I believe. But also, you know,

282
00:17:29,520 --> 00:17:33,800
Speaker 1: it's it's very easy to incite the mob appeal when

283
00:17:33,880 --> 00:17:38,359
Speaker 1: you when you again appeal to something that theoretically and

284
00:17:38,480 --> 00:17:41,920
Speaker 1: on principle, most people would be against, you know. And

285
00:17:42,240 --> 00:17:46,800
Speaker 1: it's strange because often, uh, there is a contingent of

286
00:17:46,880 --> 00:17:50,040
Speaker 1: people in the United States who would say that the

287
00:17:50,160 --> 00:17:54,199
Speaker 1: United States government is guilty of this, however, not that

288
00:17:54,240 --> 00:17:57,080
Speaker 1: it makes it any better or any worse. This is

289
00:17:57,119 --> 00:18:02,000
Speaker 1: a common game that can trees and and governments and

290
00:18:02,080 --> 00:18:08,800
Speaker 1: even corporations play with customers and citizens and um, just

291
00:18:09,440 --> 00:18:13,840
Speaker 1: regular regular Joe's like Matt and Ben. So when you

292
00:18:14,320 --> 00:18:18,879
Speaker 1: hear a lot of insightful stuff and people are telling

293
00:18:19,119 --> 00:18:24,520
Speaker 1: very emotionally reasoned things and not really citing something that

294
00:18:24,680 --> 00:18:30,160
Speaker 1: is concrete, quantifiable, falsifiable, even then you have to take

295
00:18:30,200 --> 00:18:33,640
Speaker 1: it with a grain of sand or a grain of salt,

296
00:18:34,440 --> 00:18:37,600
Speaker 1: either will barrow of s well. Yeah, so to that point,

297
00:18:37,680 --> 00:18:39,399
Speaker 1: we this is one of the things we talked about,

298
00:18:39,440 --> 00:18:41,320
Speaker 1: and I think it was the third episode, the Hill

299
00:18:41,359 --> 00:18:47,840
Speaker 1: and Nolton Strategies, and there the whole Nurse Naria Nariah thing. Um, yeah,

300
00:18:47,840 --> 00:18:50,159
Speaker 1: that's exactly what Ben is talking about. And it was

301
00:18:50,240 --> 00:18:55,920
Speaker 1: a corporation that was paying someone allegedly ten million dollars

302
00:18:56,200 --> 00:18:59,159
Speaker 1: to make up a story that was so if you

303
00:18:59,200 --> 00:19:02,119
Speaker 1: were against if you were against that story, just like

304
00:19:02,160 --> 00:19:04,760
Speaker 1: you said, Ben, you're a terrible person. Yeah, And the

305
00:19:04,840 --> 00:19:09,200
Speaker 1: story really did pull at emotional heart strings. This uh

306
00:19:09,359 --> 00:19:14,840
Speaker 1: Nurse Naraya was speaking two was at the U n

307
00:19:16,320 --> 00:19:18,560
Speaker 1: I honestly don't know Okay, yeah, we've got it in

308
00:19:18,560 --> 00:19:24,200
Speaker 1: the episode. But in her speech, which was disseminated widely

309
00:19:24,240 --> 00:19:28,720
Speaker 1: across the Western world and the lead up to um

310
00:19:28,840 --> 00:19:34,080
Speaker 1: the Gulf War, this nurse was saying that Saddam Hussein

311
00:19:34,760 --> 00:19:40,080
Speaker 1: Iraqi forces were doing something um ruthless, right, they were

312
00:19:40,119 --> 00:19:46,240
Speaker 1: taking babies, they were killing babies by taking them out

313
00:19:46,240 --> 00:19:49,880
Speaker 1: of incubators. And it started off being hundreds and hundreds

314
00:19:49,880 --> 00:19:54,920
Speaker 1: and hundreds. Turns out that probably never ever happened. And

315
00:19:55,119 --> 00:20:00,280
Speaker 1: the quote unquote nurse was not a nurse. She was

316
00:20:00,320 --> 00:20:04,040
Speaker 1: the daughter of an ambassador, right, which is still we

317
00:20:04,080 --> 00:20:07,000
Speaker 1: still have to tack and allegedly on that. I mean,

318
00:20:07,119 --> 00:20:10,199
Speaker 1: she was that actual person was definitely the daughter of

319
00:20:10,200 --> 00:20:14,000
Speaker 1: the ambassador. We have to attach that allegedly tag on there,

320
00:20:14,640 --> 00:20:18,199
Speaker 1: just because there wasn't much fallout from this from this

321
00:20:18,400 --> 00:20:22,000
Speaker 1: crazy um you know, at the risk of sounding callous,

322
00:20:22,119 --> 00:20:24,600
Speaker 1: it's kind of a viral marketing campaign for a war.

323
00:20:25,400 --> 00:20:28,600
Speaker 1: It really was, and we see the same thing in

324
00:20:29,320 --> 00:20:33,159
Speaker 1: other countries. One of the great things to do, excuse me,

325
00:20:33,359 --> 00:20:36,240
Speaker 1: one of the stabilizing things to do. If you are

326
00:20:37,440 --> 00:20:39,920
Speaker 1: the head of a country and the people are unhappy,

327
00:20:39,960 --> 00:20:43,399
Speaker 1: that people are rebelling, maybe their starvation, inflation, quality of

328
00:20:43,400 --> 00:20:48,040
Speaker 1: life goes down. Is that you find some cause that

329
00:20:48,160 --> 00:20:52,120
Speaker 1: everybody can get behind, whether it's the persecution of some

330
00:20:52,240 --> 00:20:55,919
Speaker 1: other minority, whether it's the idea that there is an

331
00:20:55,960 --> 00:20:59,080
Speaker 1: external threat that we all need to band together against

332
00:20:59,560 --> 00:21:01,840
Speaker 1: um or you can always just throw around that great

333
00:21:01,880 --> 00:21:05,040
Speaker 1: word freedom and or a democracy. Oh I wanted to

334
00:21:05,080 --> 00:21:08,000
Speaker 1: talk about that. Yeah, uh, it gets me. It gets

335
00:21:08,040 --> 00:21:11,679
Speaker 1: me when people say when people can say, well, the

336
00:21:11,760 --> 00:21:15,439
Speaker 1: facts may the facts may not match exactly what I'm saying,

337
00:21:15,800 --> 00:21:17,920
Speaker 1: or the facts may not be on my side now,

338
00:21:17,960 --> 00:21:21,359
Speaker 1: But I know in my heart. I hate it when

339
00:21:21,400 --> 00:21:24,080
Speaker 1: people say they know in their here you know, maybe

340
00:21:24,080 --> 00:21:26,320
Speaker 1: I'm I know in my heart that the Whopper is

341
00:21:26,359 --> 00:21:28,640
Speaker 1: actually a much better burger than you would like to think.

342
00:21:31,160 --> 00:21:33,120
Speaker 1: Maybe I should like at this point, will the Whopper

343
00:21:33,160 --> 00:21:35,800
Speaker 1: even match the hype? Oh no, not at all. We

344
00:21:35,840 --> 00:21:40,439
Speaker 1: should point out we're not being paid to mention whoppers. Sorry,

345
00:21:41,000 --> 00:21:43,080
Speaker 1: we can bleep it out and or so it's just

346
00:21:43,119 --> 00:21:45,919
Speaker 1: like the and then we'll bleep it. It'll be redacted.

347
00:21:45,960 --> 00:21:47,920
Speaker 1: But then by this point in the show people wonder

348
00:21:48,000 --> 00:21:53,160
Speaker 1: what we were talking. Oh that is good, Well, Matt,

349
00:21:53,280 --> 00:21:55,359
Speaker 1: I wanted to before we get out of here. I

350
00:21:55,400 --> 00:22:00,200
Speaker 1: wanted to ask you a couple of questions about were

351
00:22:00,240 --> 00:22:04,199
Speaker 1: Burns If that's okay, Yeah, absolutely, all right. So do

352
00:22:04,600 --> 00:22:11,280
Speaker 1: you think that Edward Burns should have made these discoveries

353
00:22:11,359 --> 00:22:15,280
Speaker 1: or made these techniques? Should he have made them? Well,

354
00:22:15,720 --> 00:22:19,080
Speaker 1: if Edward Burns hadn't made these discoveries, I'm fairly certain

355
00:22:19,160 --> 00:22:23,200
Speaker 1: someone would have just from the way psychology was moving

356
00:22:23,240 --> 00:22:26,760
Speaker 1: at the time. It's it's a hard question because in

357
00:22:26,840 --> 00:22:33,240
Speaker 1: my head, it fuels this massive consumerism where there's a

358
00:22:33,280 --> 00:22:40,360
Speaker 1: lot less production, creative production, and much more consuming from

359
00:22:40,359 --> 00:22:42,800
Speaker 1: a public standpoint, Yeah, I've heard that. I've heard that

360
00:22:42,920 --> 00:22:46,480
Speaker 1: argument before. I don't know if advertising can be can

361
00:22:46,520 --> 00:22:52,400
Speaker 1: be linked to that specifically, because advertising, you know, predates companies.

362
00:22:52,480 --> 00:22:56,679
Speaker 1: One of my favorite early examples of advertising was I

363
00:22:56,720 --> 00:23:01,679
Speaker 1: believe I can't remember his ancient Greece the beer commercial

364
00:23:01,800 --> 00:23:05,720
Speaker 1: ancient room. No prostitutes used to have arrows on their

365
00:23:05,800 --> 00:23:09,480
Speaker 1: sandals in in these Yeah, in in ancient Greece. And

366
00:23:09,640 --> 00:23:12,200
Speaker 1: I'll figure out the specifics on this so that when

367
00:23:12,240 --> 00:23:15,000
Speaker 1: people saw them walk by, they would be able to

368
00:23:15,160 --> 00:23:21,840
Speaker 1: follow the arrows to the brothels. That is true advertising,

369
00:23:22,680 --> 00:23:27,240
Speaker 1: I think, is um a natural mode it's sort of

370
00:23:27,280 --> 00:23:32,639
Speaker 1: an antenuated or focus method of communication. The idea that

371
00:23:32,720 --> 00:23:36,240
Speaker 1: we can hack things, um, or we can hack somebody's

372
00:23:36,280 --> 00:23:41,040
Speaker 1: perception of it, has been approached from a scientific perspective

373
00:23:41,320 --> 00:23:44,680
Speaker 1: quite recently in the story of human history. But people

374
00:23:44,720 --> 00:23:46,800
Speaker 1: have always been trying to sell things. What I what

375
00:23:46,920 --> 00:23:49,760
Speaker 1: I think might be more dangerous to that point, and

376
00:23:49,840 --> 00:23:53,920
Speaker 1: I do agree that it is becoming an increasingly consumer

377
00:23:54,080 --> 00:23:58,320
Speaker 1: based society rather than producer. I think the phrase that's

378
00:23:58,359 --> 00:24:00,879
Speaker 1: been used by I don't want to quote anybody, but

379
00:24:01,040 --> 00:24:06,040
Speaker 1: the phrases the feeders, the feeders, Yeah, for just the

380
00:24:06,160 --> 00:24:10,879
Speaker 1: standard public. Uh, but you know that's fine, we can

381
00:24:10,920 --> 00:24:13,720
Speaker 1: get into that later. That's terrible, man. But yeah, I

382
00:24:13,760 --> 00:24:16,600
Speaker 1: see that idea. But I think what's happening more is

383
00:24:16,680 --> 00:24:20,680
Speaker 1: not so much based on advertising as it is the

384
00:24:20,760 --> 00:24:27,160
Speaker 1: near continual sources of stimulation. It's it's strange. Um. I

385
00:24:27,200 --> 00:24:31,280
Speaker 1: was talking to someone gosh years back when we first

386
00:24:31,320 --> 00:24:34,000
Speaker 1: kind of started the show, and one of the things

387
00:24:34,040 --> 00:24:38,040
Speaker 1: they said to me was that in the pre digital age,

388
00:24:38,560 --> 00:24:42,520
Speaker 1: the control of information was sort of a a control

389
00:24:42,720 --> 00:24:47,560
Speaker 1: of omission. So if, for instance, we had if we

390
00:24:47,560 --> 00:24:53,640
Speaker 1: were um part of the government agencies obsessively monitoring Martin

391
00:24:53,760 --> 00:24:58,480
Speaker 1: Luther King Jr. Then we would just prevent that information

392
00:24:58,520 --> 00:25:01,200
Speaker 1: by coming out, by never just said, dominating the documents,

393
00:25:01,480 --> 00:25:05,399
Speaker 1: and by never snitching on each other. But now in

394
00:25:05,440 --> 00:25:10,640
Speaker 1: a world where there is this constant simulation, this digital age, um,

395
00:25:10,680 --> 00:25:15,800
Speaker 1: it seems that disguising the truth has turned into inundation

396
00:25:16,080 --> 00:25:20,600
Speaker 1: rather than omissions. So instead of worrying about keeping one

397
00:25:20,640 --> 00:25:24,200
Speaker 1: thing out, just put out five fake things and see

398
00:25:24,240 --> 00:25:28,560
Speaker 1: what happens. So, I know that sounds ridiculous um talk.

399
00:25:28,720 --> 00:25:31,560
Speaker 1: I know we're getting a little bit ahead of ourselves,

400
00:25:31,560 --> 00:25:34,879
Speaker 1: but that's something that I think Bernese would do. And

401
00:25:35,400 --> 00:25:41,080
Speaker 1: I am not inherently against advertising. I think people need

402
00:25:41,160 --> 00:25:43,840
Speaker 1: to be aware of it. I think you're absolutely right

403
00:25:43,840 --> 00:25:47,880
Speaker 1: Ben being aware of just being a conscious consumer, because

404
00:25:47,920 --> 00:25:51,280
Speaker 1: that's what we all are. Just be conscious about the

405
00:25:51,320 --> 00:25:54,480
Speaker 1: advertising that's hitting you and know that it is seeping

406
00:25:54,520 --> 00:25:57,680
Speaker 1: in there somewhere, no matter whether you're watching it, listening

407
00:25:57,680 --> 00:26:02,320
Speaker 1: to it, or both. And speaking of watching and listening,

408
00:26:02,400 --> 00:26:06,480
Speaker 1: thank you so much for listening to our first ever

409
00:26:06,640 --> 00:26:09,359
Speaker 1: audio podcasts of Stuff that want you to to know we

410
00:26:09,440 --> 00:26:12,359
Speaker 1: appreciate your patience. Is work the kinks out speak of

411
00:26:12,400 --> 00:26:16,359
Speaker 1: watching you can go straight to YouTube dot com slash

412
00:26:16,440 --> 00:26:20,960
Speaker 1: conspiracy Stuff to check out our episode of Edward Burns.

413
00:26:21,080 --> 00:26:24,600
Speaker 1: And if you guys and gals out there are listening

414
00:26:24,800 --> 00:26:30,040
Speaker 1: and you feel ambitious, then we would love to hear

415
00:26:30,640 --> 00:26:33,679
Speaker 1: you do this experiment with us. Pick a day in

416
00:26:33,720 --> 00:26:36,800
Speaker 1: the future, give yourself some time, you know, don't be

417
00:26:36,880 --> 00:26:38,720
Speaker 1: drunk at four in the morning, and say you're gonna

418
00:26:38,760 --> 00:26:42,800
Speaker 1: do it tomorrow. Give yourself a week, and then say

419
00:26:43,080 --> 00:26:46,080
Speaker 1: one day out of out of this week, I'm going

420
00:26:46,119 --> 00:26:49,360
Speaker 1: to count every single piece of advertising I see from

421
00:26:49,359 --> 00:26:51,520
Speaker 1: the moment I wake up to the moment I go

422
00:26:51,600 --> 00:26:55,400
Speaker 1: to sleep. I'd be I'd be very interested in seeing

423
00:26:55,440 --> 00:26:57,359
Speaker 1: that number, and I'll do it too. Yeah, I'm gonna

424
00:26:57,359 --> 00:26:59,800
Speaker 1: do it as well. Great, so we're agreed, and you

425
00:27:00,040 --> 00:27:02,800
Speaker 1: and tell us about the number that you've found. You

426
00:27:02,840 --> 00:27:06,359
Speaker 1: can also give us suggestions for an upcoming show. You

427
00:27:06,400 --> 00:27:08,760
Speaker 1: can do all of this by hitting us up on

428
00:27:08,800 --> 00:27:12,040
Speaker 1: our social media. Yes, you can find us on Twitter,

429
00:27:12,160 --> 00:27:15,080
Speaker 1: we're at conspiracy Stuff. You can find us on Facebook,

430
00:27:15,119 --> 00:27:17,679
Speaker 1: We're also conspiracy Stuff there, or you can send us

431
00:27:17,720 --> 00:27:21,040
Speaker 1: an email, a good old fashion email to conspiracy at

432
00:27:21,080 --> 00:27:29,240
Speaker 1: Discovery dot com. From more on this topic, another unexplained phenomenon.

433
00:27:29,520 --> 00:27:33,520
Speaker 1: Visit test tube dot com slash conspiracy Stuff. You can

434
00:27:33,560 --> 00:27:36,120
Speaker 1: also get in touch on Twitter at the handle at

435
00:27:36,240 --> 00:27:44,440
Speaker 1: conspiracy Stuff. Stuff they Don't Want You to Know is

436
00:27:44,480 --> 00:27:46,159
Speaker 1: a production of I Heart Radio