persuasion In a particular study, a group of high school students were brought together to hear a speech on how the minimum driving age should be raised. Half the students were told to focus on the speaker's speaking style, while the others were forewarned that the speaker considered teenagers to be horrible drivers. Two weeks after the presentation, the students were asked to fill out a questionnaire. Overall, the first group rated the speaker favorably and even leaned in favor of the position he asserted. The second group rated the speaker as hostile and seemed to have tuned out his message altogether. Because of the expectations set up for them, the second group of students were already defensive before the speech even started, leaving little room for Persuasion. Embedded Commands An embedded command is a technique used to communicate to the conscious mind while also sending a message to the subconscious mind. The •dea is to actually bypass the conscious mind and communicate directly to Ле subconscious mind. Embedded commands are commonly used in rnarketing and advertising. Embedded commands are hidden suggestions within written or spoken language. The conscious mind is unaware of their existence. Embedded commands create expectations without creating inner resistance. For example, Pepsi used to have the slogan "Have a Pepsi Day." The embedded command was "Have a Pepsi." The most effective embedded commands are short and concise; they should be no longer than two to four words. It is much easier to use these commands in persuasive writing because you can visually highlight the command. When using this technique, first determine what exactly you are trying to say to your audience. Then, create the sentences where the embedded words and phrase will logically and contextually fit. Finally, set the embedded commands apart in some visual way: italicize, bold, underline, highlight, or use a different color. Embedded commands are also a powerful tool in speaking. Certain phrases have specific command forms that follow the "two to four words" rule. Phrases can include word associations, cause and effect statements, presuppositions, questions, hidden suggestions, or analogies. Essentially, we are looking for phrases that jump out at us. Consider the following examples: Become wealthy How good it feels Feel good Change your life Use this process Use this skill Buy now Going to happen Follow my lead Become really interested Learn quickly Learn how Use this material Read each word Act now You will understand Enjoy life Improve your results Studies show that embedded commands can actually change our attitudes or beliefs, even if we are totally unaware that this has happened.10 It is in this way that the embedded commands are effective: The conscious mind has no opportunity to analyze or evaluate the material. We then can create expectations of behavioral changes with embedded commands as well as with and direct and indirect suggestions. persuasion