advertising in the new paradigm rev 1-17-2010-2 - by darryl howard

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Advertising In The New ParadigmWritten by Darryl Howard

Copyright 2009 ©

Darryl Howard, Revised Version 1/17/2010U.S.A. 503-580-6637

[email protected] www.attractorpatternresearch.com

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Advertising In The New ParadigmA practical application of consciousness research for

advertising, communication, movies and politics.

By Darryl Howard

Strong attractors attract.Weak attractors repel.

There is a way to tell the difference.

Whether it is the emotion of a TV commercial,a photograph in a print ad, a politicians speech,

or the smile of a spokesperson,the strength of the attractor pattern can be measured.

There is a method by which the subjective can be measured.

The implications for the advertising industry are staggering.

Few in the world have taken the time to apply this leading edge researchin advertising, communications, movies and politics. Over the last threeyears, that is what has been done. This document is only meant to walk

the reader through a glimpse of the research and applications.

Darryl Howard and AssociatesU.S.A.


mailto:[email protected]


http://www.attractorpatternresearch.com/






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Table of ContentsAdvertising In The New Paradigm ............................................................................... 3 Introduction and overview. ........................................................................................... 3

The paradigm shift in communication. ......................................................................... 5 The stretched logo – case study. ................................................................................. 6

Attractor patterns. ......................................................................................................... 6 The brain. ....................................................................................................................... 7

Consciousness. ........................................................................................................... 8 Consciousness into the database equation. ................................................................ 9 The Heisenberg cut – the measurement location. ....................................................... 9

Consciousness prior to brain decisions. .................................................................. 11 Advanced consciousness research. ......................................................................... 12

Quantum mechanics. ................................................................................................. 13 The body reacts. ........................................................................................................ 15 A means to distinguish truth from falsehood. ............................................................. 17

A scale of 1 to 1000. .................................................................................................... 18 Direct mail going from 145 to 310 – case study. ........................................................ 21 An ad and selected market – how do they line up? ................................................... 21

The testing – the questioning technique overview. ................................................. 22 Testing qualifications and methods............................................................................ 22 The accuracy of the data. .......................................................................................... 23

Audiences above and below 200, is there a difference? ......................................... 24 Advertisements over 500 and ads below 500. .......................................................... 25 The world over 200 – the paradigm shift. .................................................................. 27 Applying calibrations in advertisements, elections etc. .......................................... 27

Recent political TV ad – case study (from political memo). ........................................ 28 A dog‘s wagging tail – political case study. ................................................................ 29 The announcers voice for a TV ad – case study. ....................................................... 30 Political direct mail – case study. ............................................................................... 30 The non-profit fundraising/newsletter – case study.................................................... 31 Logo and creative design – observations relative to calibration. ................................ 31

SUMMARY .................................................................................................................... 33 Darryl Howard biography. .......................................................................................... 34




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Advertising In The New ParadigmA practical application of consciousness research for advertising,

communication, movies and politics.

By Darryl Howard

Introduction and overview.Advertising today can be tested differently to obtain information not available from

the machinery used in neuromarketing. Ad agencies and creative people designing aTV commercial, print ad or website may want to know how to do it. This documentserves as a starting point to lay out the research applied by this author and someassociated case study examples.

Neuromarketing today is very good. It gives wonderful data on what is happening inthe brain. Companies can use this data to reveal information about what their message

is doing or not doing in the brain. This document is meant to complement that effort, itdoes not replace it. What is does do is give people at all levels another tool to use. It willtell you things that neuromarketing cannot.

The research applied here can be used at most all stages of design and production.It is simple, fast and can reduce costs and increase the effectiveness of advertisementsand communication. It is a new approach that has been repeatedly tested by this authorand found to be extremely effective.

While working as the Director of Market Research for a movie company, this authorcame across some very profound research that no one had applied to movie production.

In about September of 2006 research on study and application of the researchbegan. The implications and applications were so profound, that a sabbatical for severalyears was taken from most work to begin understanding the research and applying it.This is a compilation of some of what has been learned and a sample of case studyapplications.

Many reports have been done on how the public does not trust advertising. Basedthe research we were doing, we saw this research as a useful method by which wecould test movie scripts, artwork and advertisements. More importantly we could quicklytest its truthfulness, and remove those lower energy attractors. Therefore, we could

ensure a greater degree of trust in a communication with the public.

Better yet, if we could calibrate the level of the audience we were communicatingwith, and work to make our TV commercial, movie, or artwork, match their level, agreater degree of trust could potentially be established with the audience. The answerwas found in advanced consciousness research.




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Advances in neuromarketing are focused on the brain. The brain is not the deciderhowever. Consciousness itself is the decider and then notifies the brain and the brainmakes the body respond accordingly.

There were many questions and they became multi-faceted:

Can we tailor our message to the consciousness of the audience? Can we test and remove all things that were considered ―false‖ by the

audience?

Will it work worldwide, in all forms of communication and be inexpensive?

The answer to all the above questions was an emphatic, ―Yes!‖

This author has been studying applying these new findings for the past three yearsin a variety of capacities. He has helped advertisers learn how to communicate at theconsciousness level of their target market in both the U.S. and abroad. His work in thisarea for the film industry is currently being used by leading producers in Hollywood and

around the country.

He has been helping his clients learn to speak at the consciousness level of theirtarget market; how to calibrate the communications; how to detect ―weak‖ spots in theiradvertising and all forms of communication; and learn the science behind it.

After study and application, the work was shared with some close associates. Theyappreciated it and used it. There seemed to be a silent ―but.‖ A comparison can bemade to the following stories:

It was 1928 when Alexander Fleming made an observation of a discarded

Petri dish. It had areas which bacteria would not grow. Fleming wrote of hisfindings in 1929 and was published in the British Journal of ExperimentalPathology. Very few paid attention to his article . Years later would peopletake notice and production of a drug called Penicillin began. In 1945, Flemingand others were awarded the Nobel Prize in Medicine.

Two brothers who owned a bicycle shop. They had produced and tested amachine that could fly. The War Department of the U.S. was not interested . Itwould be years before they were even granted a Patent for their invention.

Galileo was sentenced to house arrest. But, some things seem to take a

generation to be accepted . In Galileo‘s case it was 359 years before theChurch admitted it had erred in the case of the astronomer and physicist.

And then there is the story of Dr. Louis Pasteur. If you have ever drank aglass of pasteurized milk, the bacteria and molds killed by the heatingprocess of that milk is called pasteurization. Of course, there were many whothought, ―Dr. Pasteur, it can ’ t be that simple.‖




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What you are about to read is in-fact quite simple. But you may say, ―It has to bemore complex that this.‖ It is not. Strong attractors attract, weak attractors repel, andthere is a way to tell the difference. It is that simple.

Currently, neuromarketing is becoming more accepted. More importantly, some in

neuromarketing are turning their attention to terms like ―pre-brain‖ or ―pre-conscious‖activity or other indicators. To that end it was time to articulate the findings andapplications of experience with this advanced consciousness research by this authorand share them with others.

While the case studies are done by this author, what has mainly been done is takeexisting consciousness research, expand on it for specific application and explain it tothe audience.

The paradigm shift in communication.

Communication today has changed and many have felt this major shift. Many

companies from all over the world are left trying to figure out the new rules incommunication. The effects have been substantial, but few have understood ―what‖ hastaken place, and therefore not figured out ―how‖ to change the way they communicateaccordingly.

Currently, advertisers struggle to find out what specific items in their ads are notworking. Corporations are wondering what they can do to regain the trust of the public.This is compounded by the fact that the public is no longer tolerating even a hint ofdishonesty. CEO‘s may be asking themselves, ―What has changed?‖ Is society lookingat all communication differently? The simple answer is yes, but first some basics.

Many are left trying to find the answer to, ―How do I get the public to believe andtrust in our advertising?‖ Today, every communication has to develop trust within themarketplace and show the integrity level of the business initiating the communication.Many studies point to the fact that the public believes it is being lied to most of the timein advertising today. Companies are left scratching their head and may wonder, ―Howcan we bring up or believability level and equally important, how do we measure it,ensure its accuracy and communicate it to the audience?‖

Research methods elaborated on herein show that over 80% of advertisements onTV today have components of low energy attractors. Are those low energy attractorsfailing to attract their target audience? Worse yet, are they unknowingly driving the

audience away from their product?

Low energy attractors within an advertisement likely go undetected and unnoticed byconventional methods of testing such as electro encephalogram (EEG), functionalMagnetic Resonance Imaging (fMRI), etc. It may be reflected in the data, but those thatare looking at the data do not know what a movement here or there means becausethey are not looking at it from that perspective.




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Are these the ―lies‖ the audience is refer encing? Or, are they low energy attractorsthat are below a calibratable level of truth that consciousness is detecting. Could it beboth? Here is a similar example:

The stretched logo – case study.

A commercial was designed and tested using the methods described in thisdocument. Every aspect of the commercial was tested including the script, videoimages, music, and announcer‘s voice, etc. According to the research elaboratedherein, the commercial tested at a certain point in which it registered in themedial prefrontal cortex portion of the brain. That is the part of the brain in whichemotion is tied to decision making. In other words, it was bypassing the logicalpart of the brain and going to the emotional part which is where the moviecompany wanted it.

During the processes of finalizing the commercial, the decision was made toinclude the seal of an award (which is a strong attractor) indicating the film had

received that award. The production company, prior to inserting the award seal,elongated the seal by stretching it top to bottom. Then it was inserted. The resultwas a lowering of the testing level of the commercial. By elongating the seal theyhad changed it from a strong attractor to a weak attractor.

Worse yet, it now registered in a different part of the brain, the dorsolateralprefrontal cortex (logical rather than emotional). Upon further testing, it wasconcluded that this version of the seal was false. The original seal was examinedand the reason for the low calibration was immediately spotted.

When the production company was notified of the problem, they changed the

seal to the original shape and the commercial went back to its original testinglevel and registered back in the portion of the brain desired.

Attractor patterns.Attractor patterns, first discovered by MIT meteorologist Edward Lorenz, are patterns

that, out of chaos or a mass of meaningless data, when repeated, emerge patterns thatare predictable. These small occurrences, at first glance seem meaningless, but whenmultiplied or repeated (iteration), affect the outcome of unrelated events. A famousexample is the ―Lorenz Butterfly.‖ Attractor patterns helped Lorenz predict weatherpatterns.

If you have ever watched a school of fish swimming together or a flock of birdsflying, you have seen an attractor pattern in nature. Perhaps you have noticed how theyall turn, almost if they are as one. It is not that one fish or bird says ―turn‖ and they allturn, there is a knowingness that they all need to turn and they all do in a flowingpattern.

Attractor patterns are also expressed in the human domain. They are expressed inthe different levels of consciousness. The consciousness level of the advertising canalso be calibrated on a logarithmic scale. If the attractor pattern of the consciousness




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level of the advertisement does not match closely to that of the target audience, it failsto attract the audience. Of course the advertisement can be adjusted to attractorpatterns of the consciousness level of the audience.

The calibration levels can be denoted by strong attractors and weak attractors. Put

another way there are attractors that attract the audience or repel the audience.

The brain.With EEG and fMRI tests, researchers have come to understand what is going on in

the brain when an advertisement is viewed by the audience. Neuromarketing isperceived to be very leading edge technology with retinal cognition, EEG, fMRI, and avariety other methods that will tell us certain types of information of what is going on inthe brain.

However, the measurement of brain activity can be compared to the relationbetween a thermometer and temperature. The thermometer does not cause the

temperature, it only registers the temperature. Temperature is due to other factors.Similarly, the brain only indicates what is has already happened at another level; thelevel of consciousness. It is then communicated to the brain.

The brain is the physical matter. Consciousness is where our thoughts and emotionssuch as love and beauty are experienced. Consciousness activates the neurons in thebrain. Therefore, while EEG‘s and fMRI‘s are very useful in detecting where anadvertisement has registered in the brain, the brain is not the decider. The decision hasalready occurred in consciousness and then reflected in activations in the brain.

The ―decision‖ is a priori (before) brain activity. This takes place at the quantum level

of physics (consciousness), not at the classical level of physics (EEG, fMRI measuringbrain activity). One might say it is the difference between the micro and the macro.There is more and more writing on the subjects of ―pre-brain‖ or ―pre-conscious‖ activityin the public domain.

Attractor pattern research is different than neuromarketing. One of the mainconcerns of this author is that any brain activity is measured at the Classical physicslevel and not at the quantum level at which the ―action‖ is originating.

Henry P. Stapp, Ph.D., is a physicist at the Theoretical Physics Group, LawrenceBerkeley National Laboratory. Dr. Stapp has worked with Wolfgang Pauli and Nobel

Laureates Emilio Segre, Owen Chamberlain, Werner Heisenberg (The HeisenbergUncertainty Principle). He has also written Mind, Matter, and Quantum Mechanics ,(Springer - Jan 2004), and Mindful Universe: Quantum Mechanics and the Participating Observer , (Springer - July 2007), along with over 300 technical and mathematicalpublished papers pertinent to basic foundational issues. Dr. Stapp has worked withsome of the most brilliant minds in quantum mechanics and he himself is considered inthat category. He explains more on the brain:




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―We are interested here in brain dynamics. Everyone admits that at the most basicdynamical level the brain must be treated as a quantum system: the classical lawsfail at the atomic level. This dynamics rests upon myriads of microscopic processes,including flows of ions into nerve terminals. These atomic-scale processes must inprinciple be treated quantum mechanically.‖ Physicalism Versus Quantum

Mechanics, Henry P. Stapp, Ph.D., Physicist, Theoretical Physics Group, LawrenceBerkeley National Laboratory, http://www-physics.lbl.gov/~stapp/Physicalism.pdf.

Consciousness.

The focus of this paper is the interaction of consciousness with advertising, movies andcommunication. Therefore discussion of consciousness is beneficial.

―Because all things are experienced within consciousness, it is essential to lookagain at the relationship between body, mind, and spirit.

We are going to discuss things that we can verify through our own experience,

along with verifiable clinical experience derived from the viewpoint of the clinicalscientist who believes only what can be clinically repeated and verified through innerexperience.

A characteristic of the body is that it is insentient, that is, the body has nocapacity to experience itself. This means that the arm, in and of itself, cannotexperience its own existence or ‗armness‘. It cannot even experience that it ‗is‘,much less where it is, how big it is, or what it is doing. How do we know what isgoing on with the body? We know solely because of the senses. We do notexperience the body itself, but instead, the senses‘ report of the body. We also notethat the senses themselves have no capacity to experience themselves. For

instance, in the ear, the vibrations going through the auditory nerve and stimulatingthe tympanic membrane have no way to experience themselves as sound.

Where does the experience of the body take place? It registers in the brain, but thenawareness occurs in something greater than the brain itself, in what we call ‗mind‘. Itis because of the energy field of the mind that we experience the brain and the body,Mind itself, very curiously, also lacks the capacity to experience itself. This is anamazing thought until we look into it. We see that a thought, of and by itself, has nocapacity to experience its own ‗thoughtness‘. A memory has no capacity in and of itself to experience its own ‗memoryness‘. Similarly, a fantasy about the future hasno such capacity either. The imagination, the emotions—all that goes on in mind—

are only experienced because of that greater and larger energy field than mindcalled consciousness. It is an energy field that is more diffuse, formless, and capableof experiencing change as well as any phenomena. It is only because ofconsciousness itself that we are aware of what is going on in mind, and it is becauseof mind that we are aware of what is going on with sensations. Because ofsensations, we are aware of what is going on with the physical body.

Curiously, however, even consciousness itself cannot report what is going onwithin itself except for a greater field that is infinite and without dimension called the




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experiential knowingness of subjective awareness. Because of that quality ofawareness that accompanies existence and beingness we are capable ofawareness. Out of awareness comes the knowingness of what goes on withinconsciousness. Consciousness reports what is going on within mind, and mindreports what goes on with sensations about the body. Thus, we can see that what

we are, in its highest and greatest sense, refers to the capacity for subjectiveawareness.

It is solely within consciousness itself that all experience is being experienced.‖David R. Hawkins, M.D., Ph.D., Healing and Recovery (Pg 77-78), Veritas Publishing, www.veritaspub.com

This is why one should focus on adjusting the level consciousness of anadvertisement etc. to the measurable level of consciousness of the consumer. Whilefocusing on neuronal activity or what is going on in the brain is well and good (EEG andfMRI), from what we see written above, that is not where the ―decision‖ of the consumer

is being made. Consciousness senses the energy of the attractor pattern of theadvertisement and is attracted or repelled.

Consciousness into the database equation.

Does quantum mechanics enter the equation? Whether you understand it or not,quantum mechanics affects about one-third of our economy. A few examples are lasers,transistors, and fMRI‘s. In the book Quantum Enigma: Physics Encounters Consciousness , authors Bruce Rosenblum and Fred Kuttner put it quite eloquently:

―There is no way to interpret quantum theory without encounteringconsciousness. Most interpretations accept the encounter but offer a rationale for

avoiding the relationship. They usually start with the presumption that thephysical world should be dealt with independently from the observer.‖

All interpretations of quantum mechanics have one thing in common: they all lead toconsciousness. Rosenblum and Kettner go on to point out that consciousness is the―skeleton in the closet‖ that most in physics today choose to avoid talking about. Insteadthey teach the new students to just do the math of quantum mechanics and forget theother part of quantum mechanics which is consciousness.

The question has been: How to develop advertisements at the audience‘sconsciousness level. Because attractor pattern research is conducted at the level of

consciousness itself, it is a very useful tool that is simple and quick.

The Heisenberg cut – the measurement location.

As background, in 1927 many leading physicists of the time gathered inCopenhagen to work out what would become known as the ―CopenhagenInterpretation‖ of quantum mechanics. In attendance were some of the best minds ofthe day. There were names like Albert Einstein, Madam Curie, Erwin Schrödinger, PaulDirac, Wolfgang Pauli, Niels Bohr, Max Born and Max Planck along with WernerHeisenberg who is considered the father of quantum mechanics.




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Heisenberg was concerned with the measurement problem. In simple terms, onecould measure position and momentum. The more certain the information about one,the less certain can be about the other. It is the nature of the system. Thus theHeisenberg Uncertainty Principle was formed.

So for the purposes in the measurement of an advertisement or communication it isasked, ―At what point does one measure?‖ What instrument do we use? To properlyexplore the methods available in testing today, it is best to understand the Heisenbergcut.

Here Dr. Stapp elaborates:

―The Copenhagen solution is to divide nature into two parts. One part is theobserving system, including the bodies, brains, and minds of the human beingsthat are setting up the experimental situations and acquiring, via experiential

feedbacks, increments in knowledge. This observing part includes also themeasuring devices. This observing system is described in ordinary languagerefined by the concepts of classical physics. Thus the agent can say ―I placed themeasuring device in the center of the room, and one minute later I saw thepointer swing to the right.‖ The agent‘s description is a description of what hedoes---of what probing actions he takes---and of the experienced consequencesof his actions. The descriptions in terms of the language and concepts ofclassical physics are regarded as part of this first kind of description.

The other part of nature is the system being probed by the classically conceivedand described observing system. This probed system is described in thesymbolic language of quantum mathematics.

In classical physics the classical concepts are asserted to be applicable inprinciple right down to the atomic level. But according to the quantum preceptsthe quantum mathematical description must be used for any properties of theatomic entities upon which observable features of nature sensitively depend.This separation between the two parts of nature is called the Heisenberg cut.Above the cut one uses experience-based classical descriptions, while below thecut one uses the quantum mathematical description.

The cut can be moved from below a measuring device to above it. Thisgenerates two parallel descriptions of this device, one classical and the otherquantum mechanical. The quantum description is roughly a continuous smear ofclassical-type states. The postulated theoretical correspondence, roughly, is thatthe smeared out mathematical quantum state specifies the statistical weights ofthe various alternative possible classically described experienceable states. Thepredictions of the theory thereby become, in general, statistical predictions aboutpossible experiences described in the conceptual framework of classical physics.

There is, however, a fly in the ointment: In order to extract statistical predictionsabout possible experiences, some specific probing question must be physically




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posed. This probing question must have a countable set of experientially distinctalternative possible responses. ―Countable‖ means that the possible responsescan be placed in one-to-one correspondence with the whole numbers 1, 2, 3, …,or with some finite subset of these numbers. But the number of possibleclassically describable possibilities is not countable: there is a continuous infinity

of such possibilities. So some decision must be made as to which of the possibleprobing questions will be physically posed.‖ Henry P. Stapp Ph.D., QUANTUM MECHANICAL THEORIES OF CONSCIOUSNESS, 2004 (http://www- physics.lbl.gov/~stapp/Blackwell.doc).

So the question in evaluating the components of a TV ad or communication is whereto place the cut?

In classical physics (EEG, fMRI), the instrument is set up and a measurement ofsome experiment is performed. In quantum mechanics, all factors become part of theexperiment and one must put the observer in the system being measured.

To separate the observed from the observer would be classical Newtonian physics(Cartesian dualism – here/there, now/then, etc. which is classical physics) and notquantum mechanics. So, at what point does the measurement separate from themeasured?

One description might be this. A commercial could be developed, played it in front ofan audience and ask them verbally what they thought. That measurement would beconsidered ―cut‖ at the audience vocalizing their impressions.

Another ―cut‖ point might be the one currently used in neuromarketing. Audiencemembers are brought in for testing and EEG (or other) registering devices are placedonto their head, or the audience member is placed inside an fMRI machine. Then thecommercial is played and a measurement of what activity is going on in the brain isnoted and interpreted. Therefore the measuring point or ―cut‖ is moved from vocalizingimpressions to measuring impressions in the brain prior to being vocalized .

The ―cut‖ point referred to in this research can be explained as prior to brain activityat the quantum level. That is, at the level of consciousness itself , which is prior to either―cut‖ point mentioned above (EEG, fMRI or audience vocalized response).

Advances in our understandings of quantum mechanics and what leading physicistshave written about in recent years, along with the advanced consciousness researchwork have made possible the movement of the ―cut‖ point of measurement to be movedto the point of consciousness itself . To the point of where the ―decision‖ about theadvertisement, product, communication or movie is occurring.

Consciousness prior to brain decisions.Imagine driving down the street and a squirrel runs across the road right in front of

your car. Immediately, without thinking, you slam on the brakes and turn the wheelslightly to avoid hitting the squirrel. It happened in less than about 1/10,000 th of a




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second. That is consciousness responsible for the braking. The brain had no time toprocess it and act.

Now, the ego steps in and tries to claim credit. ―Oh look at me, I did a great jobhelping the little squirrel.‖ The ego had nothing to do with it. In fact, the ego will take you

off the edge of the cliff. Example: You come upon a flooded road. Consciousness tellsyou the water is too deep for your car to drive through. Then the ego gets involved. ―Oh,the water is not that deep, we can do it, keep driving.‖

Next thing you know you might be calling 911 and saying, ―I knew that water was toodeep across the road. I should have listened to my gut.‖ And in fact there are studiesabout gastric motility, lying and the relation to the brain with EEG studies. Perhaps youshould have listened to those ―butterflies‖ in the stomach.

Now, imagine you are watching a TV commercial. Something in that commercialgives you that ―I don‘t trust what is being said,‖ feeling. Consciousness has picked up on

the level of the attractor patterns (strong or weak) in the ad. It has picked up on the levelof truth in the ad. It could be the script, the visuals, the music or any number of things.Those items in the ad can be calibrated as to their level of truth or whether they arestrong attractors or weak attractors.

Consciousness tells the body to react. The body reacts in a variety of methods, mostnotably, it goes weak. Many good papers have been written about methods currentlydeemed ―non-invasive‖ such as galvanic skin response, pupil response, and electricalresponse (research papers on ―non-invasive‖ testing are available for in the publicdomain).

Advanced consciousness research.David R. Hawkins, M.D., Ph.D., is an internationally renowned psychiatrist,physician, researcher, author of eight books. Additionally, in 1973 he co-authored theground-breaking book ―Orthomolecular Psychiatry‖ with Nobel Laureate Linus Pauling,that helped revolutionize psychiatry. He has been a pioneer in the fields ofconsciousness research and has provided us with useful insights in his book Power vs.Force, The Hidden Determinants of Human Behavior (published in 17 languages byVeritas Publishing, 1995, www.veritaspub.com). In Power vs Force he wrote:

―The main obstacle to man's development, then, is his lack of knowledge aboutthe nature of consciousness itself. If we look within ourselves at the instant-by-

instant processes of our minds, we will soon notice that the mind acts much morerapidly than it would acknowledge. It becomes apparent that the notion that ouractions are based on thoughtful decisions is a grand illusion. The decision-making process is a function of consciousness itself; with enormous rapidity, themind makes choices based on millions of pieces of data and their correlationsand projections, far beyond conscious comprehension. This is a global functiondominated by the energy patterns which the new science of nonlinear dynamicsterms attractors.




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Consciousness automatically chooses what it deems best from instant to instantbecause that is, ultimately, the only function of which it is capable. The relativeweight and merit given to certain data are determined by a predominant attractorpattern operating in the individual or in a collective group of minds. Thesepatterns can be identified, described and calibrated; out of that information arises

a totally new understanding of human behavior, history and the destiny ofmankind.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg 21), Veritas Publishing, www.veritaspub.com.

What are the ―energy patterns‖ to which Dr. Hawkins was referring? The level ofthought, for our purposes here in advertising, can also be measured also. Consider this:

―The energy of human thought, though minute, is nonetheless absolutelymeasurable. A thought that emanates from the 100 level of consciousness willtypically measure between the log 10-800 million and 10-700 million microwatts. On theother hand, a loving thought at the consciousness level of 500 measures

approximately log 10

-35 million

microwatts.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg.234), Veritas Publishing, www.veritaspub.com.

The energy level of an advertisement or its components and the audience to which it istargeted can similarly be measured.

Quantum mechanics.

What is quantum mechanics and why is it relevant? It appears that physics hasrules. Those rules apply until physicists find an unknown, then they attempt to come upwith new rules.

For hundreds of years, classical physics or what is known as Newtonian physics,held the explanation of most of what was known. Then physicists discovered that thingson a big scale behaved the same, but things on a small scale behaved differently thanthey did a large scale. For a science that had ―rules‖ and ―laws‖ this was not adequate.Laws should apply to both the big and the small.

So there was a problem, a very fundamental problem. Then came Max Planck withhis Black Body Radiation experiment. In 1900 physicist Max Planck was attempting tounderstand how things (say metal) behave when they get hot.

When you heat metal it glows different colors as the temperature is raised. He took a

box which was flat black. Because it was flat black it did not emit light. It was thenheated. At the lower temperatures it glowed red. Then the more it was heated, thecolors emitted changed as the temperature changed.

The question that classical or Newtonian physics had not answered was why did itglow differently? Plank would come up with the fact that the black box was emittingpackets, or ―quanta‖ of energy when it was heated to different colors. The atoms of theblack box would ―jiggle‖ differently as the amount of heat was changed. The higher therate of jiggle, the difference in color.




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The size of the packets of energy emitted within each color was the same. Eachcolor had different quanta or size of the packets. Red packets were a certain size, greenpackets were a certain size, violet packets were a certain size and so on. The size ofthe violet packets were larger than the green, which were larger that the red, etc. This

provided the ability for Planck to measure the energy emitted in quanta. The equationfor this became known as Planck’s Constant . This great discovery would be thebeginning of quantum mechanics.

Of course, today if you look at the visible and invisible electromagnetic (light)spectrum and the measurement of light this makes sense (as when the rainbow in thesky is observed). Einstein would later propose that all energy was quantized. Thephotoelectric effect was caused by the absorption of quanta of light. For this, he won theNobel Prize.

Consciousness is on a scale much the same way light is measured. We ―see‖ only a

small band of light that (like the rainbow) is visible to the human eye. Gamma Rays, X-Rays, Ultra Violet, Infra Red, Microwave, and Radio Waves are part of the entirespectrum and can be measured but not seen.

As stated by Nobel Laureate, Werner Heisenberg:

―We may remark at this point that modern physics is in some way extremely nearto the doctrines of Heraclitus. If we replace the word `fire' by the word `energy'we can almost repeat his statements word for word from our modern point ofview. Energy is in fact the substance from which all elementary particles, allatoms and therefore all things are made, and energy is that which moves. Energyis a substance, since its total amount does not change, and the elementaryparticles can actually be made from this substance as is seen in manyexperiments on the creation of elementary particles. Energy can be changed intomotion, into heat, into light and into tension. Energy may be called thefundamental cause for all change in the world.‖ Physics and Philosophy: The Revolution in Modern Science , Werner Heisenberg, Harper & Row, 1958 (page29).

The only thing that changes is the device by which we quantify that energy.

The reader may detect that we are now starting to discuss how energy is measured.This is important in the calibration (measurement) of consciousness. In-fact, everythinghas a measurable amount of energy. The question is how it is measured, the instrumentused and the cut point.

The ―attractor patterns‖ of consciousness can similarly be measured in microwattsas was noted earlier in the document. Everything, including people, has a calibratablelevel of consciousness (or energy). One can calibrate the advertising target audience orelectorate in a particular population segment, state or country.




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Some have seen the value of Dr. Hawkins‘ discoveries as evidenced by the founderof Wal-Mart, Sam Walton‘s, quote on the back of Power vs. Force saying:

―I especially appreciate [the] research and presentation on the attractor patternsof business…‖

In fact, the smiley face that was used by Wal-Mart is a very strong attractor.

The body reacts.

In Power vs. Force , Dr. Hawkins elaborates on the discovery of how the body reacts.For many years testing muscle strength has been used for a variety of purposes aroundthe world. In 1968, Dr. Hawkins saw the muscle testing technique demonstrated. It wasobserved that the body went weak with negative stimuli such as holding artificialsweetener and went strong with positive stimuli such as a smile. What he saw wasdifferent than anyone else.

―Subjects listening to tapes of known deceits-Lyndon Johnson perpetrating theTonkin Gulf hoax, Edward Kennedy stonewalling the Chappaquiddick incidentuniversally tested weak. While listening to recordings of demonstrably truestatements, they universally tested strong.‖ David R. Hawkins, M.D., Ph.D.,Power vs. Force (Pg 4), Veritas Publishing, www.veritaspub.com.

While some saw the body reacting ―locally,‖ Dr. Hawkins saw a ―nonlocal‖ reaction.He saw the body interacting with a field of consciousness itself. Now with advances intheoretical physics it is possible to understand more about this field. Here Dr. Hawkinscommented on the muscle testing technique:

―[…] I was instantly amazed at the potential I saw. It was the ‗wormhole‘ betweentwo universes – the physical world, and the world of mind and spirit – an interfacebetween dimensions.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg.299),Veritas Publishing, www.veritaspub.com.

In simple terms: the human body went weak when it listened to lies (known deceits).While listening to known true statements the body tested strong. This was theconnection (wormhole) between the physical body and what was going on inconsciousness itself. It was a nonlocal response.

Sidenote: Non locality

In 1982 a remarkable event took place. At the University of Paris a research teamled by physicist Alain Aspect performed what may turn out to be one of the mostimportant experiments of the 20th century. Aspect and his team discovered thatunder certain circumstances subatomic particles such as Photons are able toinstantaneously communicate with each other regardless of the distance separatingthem. This is what Albert Einstein called ―spooky action at a distance.‖

This ―action‖ was proven in 1982 through an experiment where it was demonstratedthat when entangled photons were separated, neither has a spin. When one is




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observed it starts to spin. The other photon immediately starts to spin in theopposing direction without being observed. Somehow each particle always seemsto know what the other is doing. This proved a nonlocal interconnectedness. Theproblem for some was that it violates Einstein's long-held tenet that nothing happensfaster than the speed of light.

When you begin to understand that all things are connected, much as gravity iseverywhere and has an effect on us all then you begin to see there is no ―here andthere.‖ Both are equally connected and one in the same.

―Now entangled particles are ones (say pairs of particles for simplicity) such that,measuring one property of one of them affects the second particle. For example,with entangled photons, measuring the spin of one of them will affect themeasured spin of the other,‖ […]Quantum entangled photons - or spookyparticles - are being used in the design of quantum computers. The informationcontained in the entangled particles is called a "qubit", analogous to the bits used

in ordinary digital computers. They are also being used in making better, moreprecise atomic clocks.‖ Dr. Louis M. Barbier Astropysicist, Astroparticle Physics Laboratory, NASA/GSFC, Associate Chief Scientist, NASA Engineering and Safety Center (NESC). (February 2004 )http://helios.gsfc.nasa.gov/qa_gp_tp.html

What Dr. Hawkins had seen was the fact that consciousness signaled the musclesystem of subjects with a nonlocal response, without any prior knowledge of thetruthfulness of a statement, and went strong or weak on statements that were known tobe true or false. Consciousness was in-fact tapping into a ―database of consciousness.‖

Physics is now coming to that same understanding. Look at what two physicists

have written recently. Henry P. Stapp Ph.D., puts it quite succinct:

―Thus, according to this quantum conception of nature, the physical universe ---represented by the quantum state --- is a repository of evolving information thathas the dispositional power to create more information. […]

Given a well posed question about the world to which one‘s attention is directedquantum theory says that nature either gives the affirmative answer, in whichcase there occurs an experience describable as ‗Yes, I perceive it!‘ or,alternatively, no experience occurs in connection with that question.‖ Henry P.Stapp, Ph.D., Mind, Matter, and Quantum Mechanics , Springer - Jan 2004

In other words, the universe stores information and it is retrievable.

Along those same lines, but from a different perspective, is the information from SethLloyd, Ph.D., Professor of Mechanical Engineering and Professor of EngineeringSystems at MIT. He is a principal investigator at the Research Laboratory of Electronicsat MIT and the designer of the first feasible quantum computer. In his book,Programming the Universe (Vintage Books/Random House, 2006) Lloyd writes:

http://helios.gsfc.nasa.gov/qa_gp_tp.html






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―This book is the story of the universe and the bit. The universe is the biggestthing there is and the bit is the smallest possible chunk of information. Theuniverse is made up of bits. Every molecule, atom, and elementary particleregisters bits of information. Every interaction between those pieces of theuniverse processes that information by altering those bits. That is, the universe

computes, and because the universe is governed by the laws of quantummechanics, it computes in an intrinsically quantum-mechanical fashion; its bitsare quantum bits. The history of the universe is, in effect, a huge ongoingquantum computation. The universe is a quantum computer.

What does the universe compute? It computes itself. The universe computes itsown behavior.‖ Seth Lloyd, Ph.D., Programming the Universe, Vintage Books,Random House (2006).

Seth Lloyd goes on to write, ―Quantum computers process information stored onindividual atoms, photons and electrons,‖ Seth Lloyd, Ph.D., Programming the

Universe” (Vintage Books/Random House (2006)

The universe is a database of information. That fact needs to be put in perspective.An atom holds 1 bit of information. From other research we can put an atom inperspective. If you were to look at the atoms of an Orange (fruit), you would need toblow the Orange up to about the size of the earth, and then the atom would be the sizeof a Cherry.

Inside the atom are electrons, protons and neutrons. If you blew up the Cherry to thesize of the largest cathedral in the world, the electron would be like a fly buzzing aroundin the middle of the cathedral.

Now consider this: you could store all the written words (electronic or paper) inhistory on the atoms inside a 12‖ helium balloon. Now ask yourself , what is the storagecapacity of the universe that is billions of light years across?

A means to distinguish truth from falsehood.

What Dr. Hawkins had discovered was that the muscle testing response of the arm,a ―wormhole between to universes,‖ indicated a ―yes‖ or ―not yes‖ to the question (in theform of a statement). This response was accessing a database of everything that hadever been said, done or thought. That which has truth is registered in the quantum stateof the universe or as Carl Yung called it a ―database of consciousness.‖ Dr Hawkins

writes:

―To quell my own fear that perhaps, despite my best efforts, the reader might notget the essential message of the study, I will spell it out in advance: the individualhuman mind is like a computer terminal connected to a giant database. Thedatabase is human consciousness itself, of which our own consciousness ismerely an individual expression, but with its roots in the common consciousnessof all mankind. This database is the realm of genius; because to be human is toparticipate in the database, everyone by virtue of his birth has access to genius.




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The unlimited information contained in the database has now been shown to bereadily available to anyone in a few seconds, at any time and in any place. Thisis indeed an astonishing discovery, bearing the power to change lives, bothindividually and collectively, to a degree never yet anticipated.

The database transcends time and space and all limitations of individualconsciousness. This distinguishes it as a unique tool for future research andopens as yet undreamed-of areas for possible investigation. It holds forth theprospect of the establishment of an objective basis for human values, behaviorsand belief systems. The information obtained by this method reveals a newcontext for understanding human behavior and a new paradigm for validatingobjective truth. Because the technique itself can be used by anyone, anywhere,at any time, it has the capacity to initiate a new era of human experience basedon observable and verifiable truth.

We have at our fingertips a means of accurately distinguishing truth from

falsehood, workable from unworkable, benevolent from malign. We can illuminatethe hidden forces, hitherto overlooked, that determine human behavior. We haveat our disposal a means of finding answers to previously unresolved personaland social problems. Falsehood need no longer hold sway aver our lives.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg 12-13), Veritas Publishing,www.veritaspub.com.

All of the bodily activity is telling us something. Like the tiny amoeba does, the bodyis reacting positive to that which is safe or favorable to life, and negatively to that whichis hazardous or harmful to life. The physicist and Nobel laureate, Dr. Richard Feynmanonce said, ―The inconceivable nature of nature.‖ Nature often acts in ways we do notexpect. As a scientist, he was trying to explain scientifically, what he observed in nature.On occasion, the ego steps in and wants us to believe it is inconceivable. Nature doeswhat it does no matter what man may think of that.

A scale of 1 to 1000.With Dr. Hawkins experience of over 50 years in the medical field, he calibrated

emotions well-known as the emergency emotions and the welfare emotions. Each had alogarithmic numeric level of energy, (along with other indicators) and thus a Map ofConsciousness © which is a logarithmic scale of 1 to 1000 was developed.

In Power vs Force, he details on the Map of Consciousness © that the lower energy

attractors are the emergency emotions or negative, energy depleting emotions such asShame, Guilt, Apathy, Grief, Fear, Desire, Anger and Pride.

At the levels of the higher energy attractors are the welfare or positive emotionssuch as Courage, Neutrality, Willingness, Acceptance, Reason, Love, and Joy. Over99% of humans calibrate below the level of Joy.

―The millions of calibrations which confirmed this discovery further disclosed astratification of levels of power in human affairs, revealing a remarkable




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distinction between power and force and their respective qualities. This in turnled to a comprehensive reinterpretation of human behavior in order to identify theinvisible energy fields that control it.

The calibrated scale was found to coincide with sublevels of the hierarchy of the

perennial philosophy; correlations with emotional and intellectual phenomena insociology, clinical psychology, and traditional spirituality immediately suggestedthemselves.

The calibrated scale has been examined here in light of current discoveries inadvanced theoretical physics and the nonlinear dynamics of chaos theory.Calibrated levels, we suggest, represent powerful attractor Fields within thedomain of consciousness itself, that dominate human existence and thereforedefine content, meaning, and value, and serve as organizing energies forwidespread patterns of human behavior.

This stratification of attractor Fields according to corresponding levels ofconsciousness provides a new paradigm for recontextualizing the humanexperience throughout all time.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg 8-9), Veritas Publishing, www.veritaspub.com.

All audiences, advertisements, or communications have a calibratable level ofconsciousness. The main objective in the application of this research for purposeselaborated herein is four-fold:

To assist the reader in producing communication that calibrates above thelevel of truth.

To identify through ―critical point analysis‖ (as elaborated below), points in thead or communication that calibrate below the level of truth and therefore areregistered as false within consciousness.

Understand that each audience has a calibratable level of consciousness andhow to calibrate that level.

To match up the level of the advertisement with the level of the audience.

Critical Point Analysis:

―Critical point analysis is a technique derived from the fact that in any highlycomplex system there is a specific critical point at which the smallest input

will result in the greatest change. The great gears of a windmill can behalted by lightly touching the right escape mechanism; it is possible toparalyze a giant locomotive if you know exactly where to put your finger.

Nonlinear dynamics enables these significant patterns to be identified in complexpresentations, even when they are obscured by incoherence or sheer mass ofindecipherable data.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force (Pg 31),Veritas Publishing, www.veritaspub.com.




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If your audience is in England and calibrates at 310, it is likely that you might notwant a commercial or mail piece that calibrates at 145. Matching the level of thecommunication to the audience is very important.

An ad that plays in the United States at one level may not be appropriate in the UK,South America, or Russia. Each market is a different level of consciousness. Let us lookan example.

Direct mail going from 145 to 310 – case study.

A client asked for help with a direct mail piece which included new ideas withlanguage and creative. Their existing mail piece calibrated at 145 and the audiencecalibrated at 310. Critical points were identified in the existing mail pieces thatcalibrated below the level of truth and were removed.

They were taught to communicate at a level commensurate with their audience

(310), themes were tailored into the mail design that resonates in the current socio-economic climate (using generational science), and suggestions were made for anew look and feel. The new mail piece calibrated slightly over 310. The new mailpiece was tested and was successful. The client was happy.

Mathematically, because the scale is logarithmic, the difference in the energy ofthe old and new mail pieces was that the new pieces had 1994 times the energy ofthe old mail pieces.

At 310, it was a different quality and a different set of emotions. The audience at310 has a completely different set of attractions and aversions than at level 145.

Attractions and aversions associated with each level and emotion have not beenelaborated upon in this document. They are however very helpful in communicatingat the concordant level of consciousness and the appropriate language selected.

An ad and selected market – how do they line up?

Three levels of consciousness you should calibrate (logos, pathos, ethos).

Audience – What is the calibratable level of the audience? To what arethey attracted and to what are they adverse?

The Message – At what level does the ad or communication calibrate?Are there ―critical points‖ that calibrate below 200? (Below the level oftruth.)

Messenger – Does the messenger calibrate over 200?

Understanding these three calibrations you can match up your message to theaudience.

There are descriptions of each of the levels on the Map of Consciousness © in Power vs Force. This is only meant to be a glimpse of the application of work in the advertisingand film industry.




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The testing – the questioning technique overview.The technique is expanded upon in the back of Power vs. Force , and in each of Dr.

Hawkins books written since. Reading there is recommended. They are availablearound the world in many languages. For now, this is an overview.

It should be noted that on the scale there are two critical fulcrum points which are200 and 500. Simply put – 200 is the level of truth. That which calibrates 200 andabove, calibrates as true (Power). That which is below 200 calibrates that truth is notpresent (Force). Truth is either present or not. It can be compared to the 0 and 1 bitdata of a computer. Like electricity in the wire, it is either present or not. There is no ―off -ness‖ that is generated and sent down the wire to tell the light bulb to stay off.

At 500 and above is the subjective whereas 499 and below is objective. That whichis ―scientifically provable‖ calibrates to 499 on the Map of Consciousness © .

One cannot explain love and beauty using science. It is not of the same paradigm. It

is the difference between the linear and the nonlinear; the difference between the―Objective‖ (0 to 499) and the ―Subjective‖ (500 and up). The subjective is not provable.You can demonstrate or observe love, but it is subjective and therefore not provable.

In order to measure the subjective you need an instrument that calibrates over 500.The muscle testing technique itself calibrates at 600. Newtonian science such as EEG‘s and fMRI‘s are in the objective calibration levels as is Newtonian science. That is whyyou cannot test emotion itself with an EEG. You may be able to test where it manifestsin the brain, but again that is the objective below 500. You cannot take the temperatureof music with a thermometer. They are different paradigms.

For the last 100 years, science has been pushing higher and higher to get closer to500. There are attempts to come up with a ―Theory of Everything,‖ but it is still below500. And we could cite many wonderful scientific papers and theories that have comeabout in the last 20-years, but again they are under 500.

Testing qualifications and methods.

Understand that about 85% of the world calibrates under 200 (below the level oftruth). People who they themselves do not calibrate over 200 will not get valid results.Additionally, of those who do calibrate over 200, about 10 to 15% cannot do it for avariety of reasons. And finally, some husbands and wives cannot do it together, but cancalibrate with someone over 200 who is not as close to them. The question itself has to

be integrus (calibrate over 200).

You have to be non-attached to the outcome. You have to be seeking truth for truth‘ssake and not have a stake (attachment) in the outcome. You have to first seek the truthabout what you are calibrating and then decide what to do with the findings later. Youcannot use the technique to try to ―prove‖ something.




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The question has to be formed as a statement i.e. ―This advertisement does containcomponents calibrating under 200,‖ or ―this advertisement contains no componentscalibrating under 200.‖

The first person (tested) holds the arm out parallel to the ground, the second person

(tester) says (while holding an image of Winston Churchill or a smiley face

in mind)―the image I am holding in mind calibrates over 200, resist.‖ The tester then pushesdown on the tested person‘s arm. The tested person‘s arm should have the strength tohold strong. This is not a strength competition, but a difference in strength will benoticed.

You would do the same testing while holding in mind Osama Bin Laden, or a sadface . In both cases the arm of the tested person should not be able to be held upwhile the tester is pushing down on the tested person arm. You should begin withtesting the statement ―I have permission to ask this question, (holding in mind what youintend to ask), resist.‖ Sometimes, permission is not present as truth and further

exploration as to the reasons could be further calibrated such as perhaps the questionis phrased wrong.

Holding in mind the image of Winston Churchill should make the body go strong.Holding mind the image of Osama Bin Laden should make the body go weak.

You could ask more specifics such as ―the content of the document I am holdingcalibrates over 200, resist. (strong response) Over 300, resist. (strong response) Over500, resist. (weak response).‖ At the point the arm goes weak one can narrow thecount. ―Over 400, resist. (strong response) Over 425, resist. (strong response) Over430, resist. (weak response)‖ With practice one will get the hang of it. For further studythere is information available on muscle testing methods.

One way to double check your answers is to ask the question in a variety of ways – in the positive and in the negative. If ―this‖ is true then phrased in the opposite should benot-true. There should not be music or TV distracting in the background. Music and TVcan calibrate from the very low to the very high and therefore should not be on in thebackground to avoid false calibrations.

Again, there are other reasons that one may get an inaccurate calibration and forthat reason the reader is encouraged to explore muscle testing techniques from Power vs Force and other sources in depth.

The accuracy of the data.

Millions of calibrations later, Dr. Hawkins found the data and methodology extremelyaccurate. As background, this author began writing and conducting public opinionpolling in 1987. Working with over 150 candidates and conducting market research forthe film industry gave this author a very good background for understanding thereliability and replicablity of the results.




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―It isn't that we lack data; we are virtually drowning in data. The obstacle is thatwe do not have the proper tools to interpret the significance of our data. We havenot yet asked the right questions because we have not had an adequate gaugeof our questions' relevance or accuracy.‖ David R. Hawkins, M.D., Ph.D., Power vs. Force(Pg 17), Veritas Publishing, www.veritaspub.com.

From a market research perspective accuracy and reliability of data is important.Here are the results and level of accuracy reported in his doctoral thesis titledQualitative and Quantitative Analysis and Calibration of the Level of Human Consciousness and repeated in his book, Power vs Force .

To validate the results for the doctoral thesis, muscle testing was done by both largeand small groups of individuals. Testing was done using a combinations of the stimuli―Love,‖ ―Lincoln,‖ Organic Vitamin C,‖ ―Hate,‖ ―Hitler,‖ ‖Swastika,‖ and ―Pesticide.‖

The analysis was that those stimuli that were positive muscle tested positive, and

those stimuli that we negative muscle tested. In simplified terms, the hypothesis thatyou would get 50/50 response on positive and negative stimuli was null and thereforevalidating the results. In-fact replicability and reliability of the results was substantial.The results were as follows:

Group 1 – 301 individuals @ (P≤.001) 45 individuals @(P≤.01) 14 individuals @ (P≤.05)

Group 2 – 3,293 individuals @ (P≤.001)Group 3 – 335 individuals @ (P≤.001)Group 4 – 616 individuals @ (P≤.001)

Audiences above and below 200, is there a difference?There is a difference between the brain function of an audience over 200 and one

under 200. It is physiological. Because current neuroscience has not examined thebrain in concordance with how it operates relative to a person‘s level of consciousness,this fact likely goes unnoticed. It may just be that they do not know what to look for.

One example of the manifestations of this difference in these two audiences can beseen in the ―so-called bum‖ on the street example elaborated herein earlier. Audiencesof weak energy attractors (below 200) view a TV commercial or communication from theemergency emotions perspective. Audiences whom view a TV commercial or

communication from the strong energy attractors (above 200) or positive emotions seethe world from an entirely different perspective.

Note: It would be interesting to take EEG neuromarketing studies and divide them upbetween audience results of the portions of the audience that calibrate under 200and those that are over 200.

It is likely that when shown ads that calibrate over 500 there would be a noticeabledifference in the EEG results between the two audiences. The ad agency could then




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plan accordingly. This type of recontextualization of the research could actually beaccomplished after an EEG study is conducted by calibrating the levels ofconsciousness of each individual on which the EEG testing was performed. Thiscould be accomplished after the EEG testing had been completed and the subjectshad left the testing facility.

From the perspective of this author, the difference in the two audiences is somethingthat neuromarketing is missing. For example, a neuromarketing firm performs EEG orother forms of testing on a group of individuals watching a commercial. They may usethe normal forms of demographic breakdowns or perhaps they use generational agebreak downs such as Millennials, Gen-Xers, and Baby Boomers.

The audience is shown a highly emotional advertisement that on this scale wouldcalibrate over 500. They get a reaction and it is measured. What is not measured is theconsciousness calibration level of the audience? What is the reaction of the audiencethat calibrates under 200 verses over 200? Those two calibration levels of audiences

react differently to an ad over 500.

Is the difference between the two audiences significant? About 55% of the UnitedStates calibrates below 200. Conversely, about 45% calibrate over 200. That fact hassignificant meaning. (This data can be obtained for any country).

For instance, in movie production it has been calibrated that audiences below 200will watch a movie calibrating over 200. Of real significance is the fact that audiencesover 200 do not find the same value in watching movies that calibrate below 200 andmay well avoid them. They do not resonate at their attractor pattern level.

Strong attractors attract and weak attractors repel.

The same applies for commercials. When a commercial below 200 is played in theUnited States, the 45% of the population that is over calibration level 200 would ratherwatch something, almost anything else (calibrates as true). An advertising firm that istargeting all of the United States and plays an advertisement calibrating below 200 ispotentially repelling nearly half the population who watches it.

Advertisements over 500 and ads below 500.It is the view of this author that there are two main types of ads. Those matched to

the calibratable level of their target audience (with a minimum calibration of above 200),

and those ads that calibrate over 500. Research has shown that audiences below 200do not experience ads that calibrate over 500 in the same manner as the audienceabove 200. Therefore the advertisement may not elicit the same response in anaudience below 200 as above 200.

An example of the manifestation of this situation might be as follows: An ad isproduced by an individual that calibrates over 200. The ad itself calibrates over 500.The audience under 200 does not respond as the producer expects and the producer isleft wondering why the audience did not feel the ad like they did.




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Science only goes to 499 on the scale. One way to put that in context would be thatLove (not the attachment love, but the calibration of Love) begins at 500. One cannotexplain love and beauty using science. It is not of the same paradigm. It is thedifference between the linear and the nonlinear; the difference between the objective (0

to 499) and the subjective (500 and up).

One can test whether the advertisement calibrates high enough to go above logic tohigh states of emotion (those that are above 500). In testing the emotionality of the ad,one can measure the difference between objective and subjective. The case studiesmention one fundraising/newsletter that was at 499. The letter/word ―I‖ was removedand replaced with the word ―We.‖ The letter then calibrated over 500, which was a shiftof paradigm (linear to the nonlinear).

It is often easy for science to measure the objective, but how does one measure thesubjective? For instance, it is easy to quantify the objective such as a scientific

experiment involving the chemical reaction between baking soda and vinegar, but tomeasure the subjective such as love and other emotions has been more difficult. Untilnow, there has really never been a method by which to accomplish this especially in theearly stages of production or design. For instance, you can‘t ―prove‖ you love yourspouse or children; you can demonstrate it or observe it, but it is beyond the provable.

Only 4% of commercials calibrate above 500, into the area of the highly emotionalsubjective. A few recent examples of TV ads above 500 are listed here:

The first is the Allstate ad produced by the Leo Burnett Company titled ―Back toBasics.‖ Back to Basics can be viewed here:http://www.youtube.com/watch?v=HfrG1M-j5do .

Another is the American Express smile ad (a smiley face calibrates 540). If you viewit, notice at what point which the name ―American Express‖ is mentioned and theemotional association at the time it is mentioned. That is a defining moment in theplacement of the product. The American Express ad can be viewed here:http://www.youtube.com/watch?v=m56F4EKN9hg.

A dogs wagging tail and a kitty‘s purr calibrate over 500. The Travelers Insurance adtitled ―Prized Possession,‖ is about a dog and its bone also calibrates over 500. Thatad (Produced by the Fallon Worldwide) can be viewed here:http://www.youtube.com/watch?v=5G7bGBUlx2M.

Then candidate, now Congressman Curt Schrader, (OR-05) used a dogs waggingtail in his commercial last cycle and it had a very positive effect on the commercial.The Schrader ad can be viewed here: http://www.youtube.com/watch?v=-J6dLAOuZ2g.

http://www.youtube.com/watch?v=HfrG1M-j5do


http://www.youtube.com/watch?v=m56F4EKN9hg


http://www.youtube.com/watch?v=5G7bGBUlx2M


http://www.youtube.com/watch?v=-J6dLAOuZ2g












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The world over 200 – the paradigm shift.Just as anything can be calibrated, mankind itself can be and has been calibrated. In

the late 1980‘s mankind went from 190 to 204. Th is is a very significant fact when youconsider that above 200 is the level of truth, and 190 is below the level of truth.

Over the last few years, much emphasis has been placed on integrity in business.Today we don‘t put up with the corporations that lack integrity. In a world where truth(above 200) is now expected, that which is false (below 200) is no longer deemedacceptable.

The fact of the shift that has taken place has alluded over 99% of the population.The significance is that for millions of years prior to the late 1980‘s mankind operated ina different paradigm. The manifestations of operating in a world above 200 are nowshowing up.

That which we deemed acceptable at 190, is now suddenly unacceptable and many

don‘t understand what has changed. You hear things like, ―That is the way we alwayshave done it.‖ Or, ―Why is it not alright now?‖

For instance, in a world where mankind is at 190 an individual might commit somenegative act and think that many people will not care. In a world where mankind is over200, they seem to make the nightly news on a regular basis.

This CEO, or that business person, may have rightfully thought the public had adifferent perspective about their actions in the early 1980‘s at 190. Now, all of a suddenthey are on the nightly news and receive a harsh penalty by the court and the public fortheir bad behavior. They are left wondering, ―What is different?‖

The same changes have been reflected in the public‘s acceptance of advertisementsthat do not calibrate over 200. What was acceptable before is no longer tolerated.

An example was during the 2008 presidential primary election. Hillary Clinton‘scampaign produced and played an advertisement titled ―Guard.‖ The ad calibrated at195, or below the level of truth. A memo was sent to a few individuals in the politicalcommunity expressing what was discovered. About 6-weeks later a well known newsorganization reported that the ―Guard‖ ad was in-fact false. That ad may be viewedhere: http://www.youtube.com/watch?v=oN1UgA36YZE

Applying calibrations in advertisements, elections etc.Because of this author‘s background in politics, the 2008 elections were looked at to

add context and an overview of the uses in politics. It also gave great insight of some ofthe things to look at and calibrate when working on commercials for television. Forthose not involved in politics, consider this data in the context of any business orindustry and how one could map the commercials.

http://www.youtube.com/watch?v=oN1UgA36YZE







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The following are excerpts of a memo that was written in December of 2007 to a fewinterested people and political consultants. The electorate (target audience) wascalibrated for the three primary states as follows:

Iowa Primary Voting Democrats - 322

New Hampshire Primary Voting Democrats - 330South Carolina Primary Voting Democrats 318

To add some context, the commercial Morning in America calibrates at 466. That admay be viewed here: http://www.youtube.com/watch?v=EU-IBF8nwSY

Barack ObamaIowa – ―Enough‖ – 288 Iowa – ―Friendship‖ – 416Iowa – ―Honesty‖ – 415 Iowa – ―Candor‖ – 405Iowa – ―Our Moment is Now‖ – 400 Iowa – ―Chances I Had‖ – 405New Hampshire – ―Chances I Had‖ – 405 New Hampshire – ―Carry‖ – 400

South Carolina – ―Hope and Change‖ – 447 ―Mother‖ – 388―What If‖ – 335 1st ―Draft Obama‖ ad – 456

Hillary Clinton―President‖ – 185 ―Stand By You‖ – 236―Stand By Us‖ - South Carolina Version – 248―Holiday Message to the Troops‖ – 257―Stakes‖ – 177 ―Make It Happen‖ – 268―Presents‖ – 255 ―Tested‖ – 313―Guard‖ – 195 ―Great things‖ – 226―Proud‖ – 190 ―Hillary‘s Mom‖ – 200 (exactly)―New Beginning‖ – 215 ―Strong‖ – 217―Wes Clark‖ – 240 ―Machine‖ – 195―Joe Ward‖ – 225 ―Energy Factor‖ – 186―Trapdoor‖ – 216 ―Stand by Us‖ – 192―Hillary‘s Health Care Plan‖ – 205 ―Ready for Change‖ – 208―Invisibles‖ – 245

From an advertising perspective, when you look at the level of the audience and thelevel of both of these candidates commercials, many conclusions can be drawn.

The same type of comparison could be done by any business or industry.

Recent political TV ad – case study (from political memo).

Relevant to the timing of this writing is the contents of a memo written about theFred Thompson ad for Doug Hoffman in New York‘s 23rd congressional district specialelection.

This ad calibrates at 485. It is likely a combination of factors. Take a look at it froman attractor pattern research perspective. If you have not seen the ad, it may be viewedhere: http://www.youtube.com/watch?v=9Yv55C18soY

http://www.youtube.com/watch?v=EU-IBF8nwSY



http://www.hillaryclinton.com/video/90.aspx



http://www.youtube.com/watch?v=9Yv55C18soY









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If they changed the portion where Fred Thompson said, ―Doug‘s like us,‖ it wouldhave gone over 500. He is not like us. He can‘t be like us. It is impossible and thereforea lie. You are you. You cannot be Doug or Fred or anyone else. That is a very simplefact. It may seem like a technicality, but that is what it calibrated. The statement ―Doug‘s

like us‖ calibrates below 200 which is below the level of truth. That is what is called―Critical Point ” elaborated on earlier.

The difference would have been that in ―common‖ terms, the ad would havebypassed the ―brain‖ and gone straight to the ―heart.‖ In technical terms (like Dr. DrewWesten puts it in the book The Political Brain ) it would have registered in the medialprefrontal cortex which is emotion tied to decision making, instead of registering in thedorsolateral prefrontal cortex which is logic and reason. Reason is objective and Love issubjective. That is the difference of below 500 (objective) and above 500 (Subjective).

Here are some positives about the ad (from the perspective of this author). The

script has a Depression era look and feel. ―America is in trouble,‖ is an honest (straighttalk) statement. The tone implies we can ―overcome the dreads of our environment‖ andmake things better.

The music is simple (like the Allstate ad referenced above) and conjures up highemotion (over 500), and reminds of simple times and when things were bad, but yet wecan make them better. It lets us know we are not alone in this feeling. ―There are othersyou know,‖ and they are ―like us.‖ It tells us with emotion and music that Doug is ―likeus.‖ Therefore it is not required to be said and a statement that calibrates below 200could have been avoided.

The memo concluded with: This ad is a triple. If they would have fixed that one line―Doug‘s like us,‖ it would have been considered by some to be a home run.

A dog’s wagging tail – political case study.

One state Senator that has used the work said, ―I don‘t know how it works, all I knowis that it works.‖

A discussion was taking place about how a dog‘s wagging tail calibrates at 500. Acandidate running for Congress (referenced earlier) had a commercial that had a dogwith a wagging tail in his TV commercial (discussed earlier). It was mentioned that hedid not even realize what he had done in raising the level from under 500 to over 500

and therefore registering in a different part of the brain.

The Senator had a puppy. His wife, understanding this work, took a photograph oftheir puppy with a wagging tail and put it in the brochure being prepared for the election.It brought that page of the mail piece up 50 points to over 400, similar to the rest of themail piece.




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The announcers voice for a TV ad – case study.

A commercial was being designed promoting a movie DVD. Two variations weretested during its production. Both were identical in content (video, music and script)except for the announcer‘s voice.

The content of the video, music and script had been tested during design orproduction and were at acceptable levels for the customers market. Then two differentannouncer‘s voices were added, one in each commercial.

The first ad the announcer‘s voice made the audience go weak during a very specificportion of the ad. In the second ad there were no ―critical points‖ that tested below 200within the ad. The second ad was sent to final production by the client.

Many problems in the commercials that were worked on were identified in the scriptand design phase of the work. Often a script is tested paragraph by paragraph, line byline, to find the low testing points. This saves a lot of time and money in production.

Political direct mail – case study.

One candidate was having a direct mail piece produced. The candidate himself hadwritten the majority of the piece and thought it was very good and sent it for testing.Prior calibration had established the level of his market audience. His communicationwith them had to be over that level.

The direct mail piece content was tested paragraph by paragraph. One paragraphtested low. Further testing revealed one sentence that brought down the wholedocument. One specific word, ―we‖ was the reason. The word ―we‖ was changed to―they‖ and two things were accomplished:

First, the testing level of the communication rose to the level a little above histarget market where it needed to be.

Second, a lie was avoided. While most thought it was a good piece, the audiencewould have considered it a lie (whether they realized it or not) because of ittechnical inaccuracy. It appeared acceptable to everyone who had previouslyproof read it.

Research reveals that merely by looking at the mail piece, the consciousness of thereader picks up the energy of the mail piece and the inaccuracy before it is even read .

The same is true for products on the store shelves. Consider this: research methodselaborated herein reveal of all the products on store shelves throughout the world, over56% contain parts that test negatively. Until now there have never been methodsavailable to test for low calibrating attractors.




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The non-profit fundraising/newsletter – case study.

In one fundraising/newsletter, a single letter/word made the difference in where itregistered in the brain. The document calibrated at over 499 but below 500. Thiswas a very important difference in fundraising and delivering an emotional appeal.

Upon further testing it was found that the letter/word at the ―critical point‖ was theword ―I.‖ The word ‗I‘ was removed and the word ―We‖ was substituted, and the letterwent from logical to emotional. Again a paradigm shift from the linear to thenonlinear, or below 500 to above 500.

What has this client said about the application of the research?“I am compelled to write you today to express our sincere appreciation for

your counsel and calibration of our recent monthly appeal letters. We have enjoyed a steady increase in the response to our letters as well as an encouraging increase in listener monthly financial support. […]

I might add that I have shared our experience and results of your research with my colleagues at (name purposely left out for confidentiality). Radio and Television executives from 9 countries are now looking into applying this information to their current broadcast operations.”

Signed by the company’s President

Logo and creative design – observations relative to calibration.

In this document discussion has included a dog‘s wagging tail, a kitty‘s purr and thesmiley face. There have been clients with whom the calibration of the company‘s logo was discussed. When checking into a Marriott ® Hotel one time the company logo wasnoticed to have a slight arc of what could be compared to a slight smile under the name

Marriott ® . If you look, the Dannon ® logo has a similar arc that is red in color under thename Dannon ® . The Pepsi ® logos have a similar smile arch. Sam Walton knew exactlywhat he was doing with the smiley face in Wal-Mart. He read the same researchavailable to you. Now, can you quantify the energy levels? These arcs all calibrate at540.

During one presentation of the work in Washington D.C. a rectangle box was drawnon a white board and it calibrated at about 200 (see example below). The bottom line ofthe rectangle was replaced with a smile arc. The new design calibrated at 375.

When the rectangle was redrawn with a straight line across the bottom and a frownarc (upside down smile) across the top, the design calibrated at 175. When the lineacross the top was drawn with a frown arc (upside down smile) and the bottom line ofthe rectangle drawn with the smile arc, the design calibrated at 205. 200 is the dividing




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line between power and force, or that which makes the body go strong and the bodygoing weak, or the difference of attracting and repelling.

So what is the energy difference between the design shape at 375 and 175? On thelogarithmic scale the difference is that 375 is 2041 times the energy of 175. The

equation is 375

10

÷ 175

10

= 2041.419.

The calibration level of the logos was demonstrated and measured in the span ofless than 10 minutes with no special equipment.

Each and every component matters and can be calibrated.




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SUMMARYThe effort here has been to give the reader a glimpse of the work. Obviously, three

years of research cannot in the few pages here. It is the hope of this author that thereader has seen possibilities in which they may apply the research.

This research can be of help developing trust with the audience and raising the levelof truth of advertising and communication in general. That is the objective of this author.

Dr. Hawkins laid the foundations of the research, and suggested areas of applicationsuch as advertising that can be further explored by others.

You can quickly test a TV ad, print ad, movie or speech during all phases ofproduction from idea to finished product.

The reader can use the methods outlined herein to augment the other forms oftesting they may be doing.

For those that are interested, there are several books that can help you get started.This author would be glad to suggest some.

Contact Information:Darryl HowardDarryl Howard and AssociatesP.O. Box 1083Salem, OR 97308 USA503-566-3661 HM / 503-580-6637 Cell


Darryl Howard is the owner of the consulting firm Darryl Howard and Associates.They specialize in attractor pattern research and generational behavior science.

They specialize in attractor pattern research and in assisting clients in the practicalapplication of unique new methods used in testing advertising, communications, movieproduction, political communication and other applications.

They work with clients to understand the research and help fine tune their messagesto fit the attractor patterns demonstrated by their target audiences. They currentlyprovide training and consultation to a variety of corporations and worldwideorganizations.

They have tailored presentations for both the U.S. and abroad, to both large andsmall groups, general audiences and for specific application briefings of small executivegroups, from business leaders to members of congress.










Darryl Howard biography.Darryl Howard began studying attractor pattern research in late 2006 while

conducting research in quantum mechanics for a movie he was working on for aproduction company. Finding this research so profound and implications so broad,Darryl took a sabbatical from most work to understand the research and look at the

potential applications.

The next two years were mainly spent understanding the research, verification andpractical application. The focus for commercial application has been with movie and TVcommercial design and production, print advertising and political application. To thatend he has developed presentations for business, political and general application.

With an extensive background in generational behavior and the current socio-economic crisis period behavior traits, he has presented his findings to members ofcongress, and companies and organizations that operate in more than 40 countries.

His presentations on the latest findings of attractor pattern research have beenconducted for business leaders, political leaders and award winning Hollywoodproducers and directors.

Prior to conducting the latest research, Darryl was on contract to an independent filmcompany with one of the largest film libraries outside the major studios. He conductedmost of their market research over the last 5 years.

From 1985 to 2004 he worked in a variety of political capacities including two statelegislatures, the U.S. House of Representatives, campaigns at all levels and taughtpolitical party building in two foreign countries.

He was the Executive Director of a state political party and worked for the NationalRepublican Congressional Committee in Washington D.C. where his assigned regionwas over half the land mass of the United States. In 1993 he was elected to serve onthe City Council in his hometown of Richland, Washington.

Over his 20-years in politics he has worked for, and helped get elected manymembers of the U.S. Congress. Overall, Darryl has worked with over 150 candidates.Due to his long history and close friendships, he still advises some clients in his latestresearch applications.

Darryl attended Richland Public Schools and South Puget Sound CommunityCollege, both in Washington state. He is a licensed private pilot. Darryl and his family,reside in Salem, Oregon in the United States.

advertising in the new paradigm rev 1-17-2010-2 - by darryl howard

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