Hypnotic structures in visuals and language are not confined to stage hypnotists, clinical practitioners or even clever advertisers. They are all around us; in our entertainment media, our conversations, business communications, architecture and art. They are there naturally, because they fulfil a fundamental role for us; they increase the likelihood of that communication engaging with people and holding their attention. They also improve its chances of affecting what people believe and how they think about something or somebody.

Regardless of content, we know from our own experiences that some writing or speaking or music is plain boring. Whilst others have a magical hook in their structure that is difficult to pin down or describe.

Most people who incorporate these magical structures in their communications do so unconsciously; without thinking about it. ESP believe that we can all interact more effectively if we learn and apply these structures consciously. So what about those people who might already understand them? Or those people who are naturally adept at applying them?

If this theory is true, we should see high incidences of hypnotic and subliminal structures in materials that we know are already engaging and influencing people. And, we should be able to use this scientific comparitive analysis to underpin our existing, relative judgements.