Embedded Commands
One of the most powerful techniques used in hypnosis is called an embedded command or post-hypnotic suggestion. If you have ever seen a hypnosis stage show, the hypnotist will use them to suggest activities to the subjects on stage.
The embedded command gets its name from the structure of the language used to deliver it. The command is layered or wrapped between two other pieces of information so that the command is lost or forgotten by the subject.
If advertising has content that is very similar at the start and at the end it has the effect of embedding the information in the middle. This makes that information more memorable and more likely for the audience to have spontaneous recall of the brand. All of the research we have done regarding the effectiveness of embedded commands show that between 50% and 80% more information is retained.
Advertisements that use embedded commands have been responsible for more fads, trends and behavioural changes in the UK than any other type of ad; the sort of fad that just seems to spring from nowhere to become part of the collective consciousness. If you are aware of people copying words, phrases or behaviours from a TV commercial, then it’s probably because it has been constructed as an embedded command.
A great example of this in the UK was the re-launch of Budweiser Beer. Traditionally the brand had only a small market share amongst the 18-35 male audience. Then the ad shown above was aired. In less than 6 weeks, the ‘embedded command’ that was the main part of the ad was being used everywhere. Especially among the 18-35 target market. Not surprisingly, sales and market share dramatically increased. And the brand was repositioned as fun and sociable. It became part of the collective consciousness to the point where characters on the Simpson’s were saying it.
Look again at the ad above, but this time listen carefully to the language used and take a closer look at the pattern of visual variations.
You’ll notice that the language is almost identical at both beginning and end. Also, the pace and style of that language is very different to the faster paced, louder, embedded element. This change of pace also helps to make the embedded content more distinctive and compelling.
Visually, both the main characters dominating the beginning and end are lying back on sofas at home, “watching the game, having a Bud”, whereas the other characters are sitting up in different locations. The similarity of the start and end visual content further helps to embed the command.
