The marketing industry uses images and words to influence our minds for commercial purposes. But the technique can be used with equal effectiveness for good. Assagioli explains how.
By Roberto Assagioli . MD Translation Kirsten Hansen
There are numerous techniques that enable us to influence our own psyche (and that of others) in order to change and even transform it. One of the techniques is simple, easy to use and at the same time very effective. It involves the use of arousing words and is based on well-documented facts about the psyche.
The fundamental fact on which this technique is based is the receptivity, plasticity or malleability of the psyche. This can be compared to an almost limitless series of unexposed images that are continuously inflicted on us by internal and external stimuli.
Let us first deal with the effect of external stimuli. The impressions which reach us from the environment have a powerful influence on our psyche. They continually reshape and condition it, and very often in a harmful way. We live in an inflamed psychic climate and atmosphere, by which we are constantly polluted. This needs no special demonstration; daily life provides clear and often dramatic evidence of it. And yet we expose ourselves and others to these influences with a careless disregard and carelessness which to a future civilization will be incomprehensible and symptomatic of our psychological “stone age”. But there are effective and easily applicable means of protecting ourselves against these harmful influences and of neutralizing their effects. One of them is to consciously expose ourselves to beneficial and constructive stimuli and influences.
The effective impact of words
It is not necessary to prove that words have an effect on our moods and ideas. Words are symbols which not only indicate and designate objects or psychic facts, but which also possess the power to stimulate and activate that which is associated with them. They “awaken” and transform the opinions and idea-forces which they denote, and make them active. This process follows certain laws, the most important of which are as follows:
I. Every idea or image seeks to evoke the state of mind, the physical condition, and the actions that correspond to it.
II. Attention and repetition reinforce the effectiveness of the idea or notion.
III. The effect of the idea or concept, i.e. the activation of its meaning, is produced without our being conscious of it. Baudoin (1920) calls this the “law of unconscious teleology”
Recent studies (Zajonc, 1970) have shown that the mere repeated perception of an unfamiliar stimulus word, even a non-value-laden nonsense word, is enough to increase one’s attraction to that stimulus. Other studies show that persuasion is more effective if it strives more to be positive than negative.
Methods of using words
I. The first step in using a word-concept to shape behavior and attitudes is to choose a word that expresses the quality we want to awaken and develop. We then place a card with this word printed on it in a place where it is easy to see and where the eye easily falls upon it: next to the bed, on a desk, on a table, or on a wall. Even if we do not consciously notice it, the visual image creates an impression on our psyche, or more precisely on our receptive unconscious, and continues to work there. A stronger effect is achieved by placing several cards with the same word in many places and in many rooms. Thus we create what may be called “a beneficial obsession.”
II. Giving conscious attention to the word is an even more effective method. This can be done in several ways:
A. Adopt a relaxed state and then observe the word attentively for a period of one to two minutes. If ideas or images related to the word arise from the unconscious, let them come and then note them down.
B. Think about the meaning of the word and then write down the result.
III. Try to feel the quality that the word contains by letting it fill you to such an extent that you identify with it.
IV. Supplementary reinforcing methods:
A. Say the word or whisper it while it is being looked at.
C. Write the word many times.
These methods combine visual, auditory and motor representations, thereby enhancing the effect of the exercise.
Different application methods
I. Choosing the words you want to use can be done in two ways:
A. By voluntarily choosing a word that corresponds to the quality that one wishes to awaken and develop.
B. By randomly drawing a card from a deck and using its word as the “password” for the day or the decided period
II. The rhythm used can be:
A. Continued use of the same word for a certain period of time: a week, a month, or for several subsequent periods by repetition after a break.
B. Or rapid changes, i.e. using different words in the series every day.
The method you prefer will depend on the psychological habitus and goals of the individual who will be using the techniques. It is advisable to experiment with all of them and then choose the one that best suits your nature or that seems most suitable.
Areas of application
I. Individual use: When used with an individual, the use can be called psychagogic or psychosynthetic. The purpose is to awaken and enhance qualities that are not sufficiently developed. This promotes a harmonious and integrated self-actualization and realization (psychosynthesis). This concept is described in detail elsewhere (Assagioli, 1965).
II. Application in education: Awakening words can be used with advantage in the family as well as in school. At home, parents can participate with advantage in the exercise with their children. This helps to bring about psychosynthesis in the family. In school, this method, with appropriate introduction, has been welcomed especially by primary school students. And good results have also been achieved at higher school level. The students of an international school for pre-teen and teenage girls, Institut Bleu Léman in Villeneuve, Switzerland, (where the curriculum includes psychosynthesis techniques) have benefited greatly from the use of the “words”. Teachers also found the “words” useful. For example, the words PATIENCE and UNDERSTANDING are qualities that teachers might be interested in and need to develop.
III. As objects of concentration: The use of words can be a valuable preparation for meditation. Even a brief but attentive consideration of the word corresponding to the theme of meditation will help to direct attention to the chosen subject and initiate the mental activity associated with it.
IV. Psychological conditioning: In a general way, the “words” can create a valuable psychological state before facing the situation that arouses nervousness or anxiety: exams, competitions, concerts, challenging sporting events, etc. This technique is also a good introduction to the Imaginative Training and Ideal Model exercises of psychosynthesis.
V. Psychotherapeutic application: The treatment area offers opportunities for extensive use of the Awakening Words technique:
A. General use : Sick people appreciate short printed words that are particularly suited to their condition (Patience – Trust – Courage etc.). The necessity of being bedridden provides a favorable opportunity to reflect on them thoroughly. They are already used in several clinics and hospital departments in Italy, and in some cases at the initiative of patients. They are also recommended by nurses.
B. Special Use: Some of the words, especially those mentioned above, can be used with advantage in the psychological preparation for all surgical operations. One particular use that has proven to be especially effective is in the preparation of expectant mothers.
C. Interpersonal and Social Relationships: The “words” can have a beneficial influence in various circumstances of social life. They can be displayed in offices or workshops, and they can be especially useful during meetings. In heated moments, when tempers are boiling, the conductor can project the word RO on a screen where everyone present cannot help but see it!
Adaptations of the words and development
The use of “words” represents the simplest and most elementary application of a general method by which psychological influences are used to change states of mind and condition human behavior. This is the method of suggestion, or as it is now more frequently and more appealingly called the “persuasion” method. It has been widely adopted and skillfully applied in all forms of advertising. A few of these techniques are:
I Large-size displays and posters: Advertisers spend huge sums on full-page advertisements in newspapers, confident that they will bring in a rich return.
II Suggestive phrases, slogans etc.
III “Persuasive” and fascinating images.
IV Musical themes or excerpts that can be associated with related words or phrases.
These techniques, which are so widely and effectively used for commercial purposes, can and should be systematically applied to higher and altruistic purposes in the areas mentioned above. It is truly humbling to have to acknowledge how little this happens. And yet it should not be particularly
difficult to organize and carry out comprehensive and intensive psychologically oriented campaigns aimed at individual and collective improvement and the elevation of humanity.
In a dramatic attempt to persuade the advertising industry to promote a more moral stance, Farbad Hormozi (1970), an Iranian advertising executive, suggested that desirable personal qualities and socially healthy attitudes could be easily and inexpensively promoted by incorporating these concepts into all forms of advertising text.
A word of caution
It should be emphasized that words are sometimes prone to evoke negative reactions. Some people feel uneasy at the simple sight of a quiet card with a pleasant word like JOY, TRUST, PEACE, or COURAGE. They feel as if the words are making an accusation against them; as if the words are making them painfully aware of their lack of these qualities, and this irritates them. Although everyone should know that they have shortcomings, few are actually willing to admit it. In such cases, it is advisable to postpone the use of this technique and use other types of psychotherapy.
How to make a deck of cards
The cards we use are simple white index cards of approximately 4” x 6”. The words are printed in colors which help to emphasize their meaning and enhance their arousing qualities. The following arousing words are printed in large letters from 1/2” to 5/8” in height. Of course others can be added ad libitum. The combination of color and concept is a matter of personal preference and is determined by individual taste.
RO (dark green)
JOY (yellow)
UNDERSTANDING (yellow)
LOVE (blue)
TRUST (red-orange)
PATIENCE (green)
MOD (red)
PEACE OF MIND (dark blue)
ENERGY (brick red)
SILENCE (blue)
ENTHUSIASM (brick red)
SIMPLICITY (golden)
GOODNESS (golden)
WILL (red)
GRATITUDE (golden)
WISDOM (dark blue)
HARMONY (green)
References
- Assagioli, Roberto, Psychosynthesis , Living Wisdom, 2005
- Baudoin, Charles, Suggestion and Autosuggestion, London: Allen & Unwin, 1920.
- Hormozi, Farhad, “ Lock Means Key ” New York Times, March!, 1970.
- Zajonc, RB, ” Brainwash: Familiarity Breeds Comfort ” in Psychology Today, February 1970, Vol. 3, number 9.
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