The Might of Symbols
We live in an especially symbolic world. Symbols bypass our thoughts and our logic and they affect our perceptions and behaviors. Take gold, for example. As one of the world’s most precious metals, gold is very symbolic of wealth and success. Countless stories are told of the search for gold. But, if you stop and think about it, there are other precious metals that are harder to find and far more precious. Gold, however, just holds a certain symbolism; it denotes success and wealth.
Symbols can also help us understand and feel a message without actually having to undergo the experience. For example, a skull and crossbones on poison says it all—we don’t have to ingest the poison to know of the fatal experience. The simple symbol of a red stop sign triggers an automatic response. For many, the sight of a police car on the highway will also trigger the automatic braking response.
Think of these symbols as you read the list and pay attention to the feelings, memories, attitudes, and experiences they trigger in your mind:
Crucifix
Star of David
Statue of Liberty
World Trade Center
American flag
Swastika
Military uniform
Olympic symbols
Wedding dress
Christmas tree
When you are trying to mold attitude as a persuader, it is useful to know how symbols shape the attitudes of your audience. Make careful study and research of the symbols you want to use before you employ them. If used well, they will influence your audience’s feelings and behavior to your benefit. Marketing and advertising executives use symbols in a very sophisticated way to manipulate consumers. For example, did you know that the average child recognizes McDonald’s’ arches before he or she is even twenty months old?[8] There are symbols of freedom, symbols of success, and symbols of poverty. Find and use the symbols you need to create the proper association with your prospect.
[3]M. Schleidt and B. Hold, ‘‘Human Odour and Identity,’’ in Olfaction and Endocrine Regulation, W. Breipohl, editor (London: IRL Press, 1982), pp. 181– 194.
[4]Robert A. Baron, ‘‘Sweet Smell of Success: The Impact of Pleasant Artificial Scents on Evaluations of Job Applicants,’’ Journal of Applied Psychology 68 (1983): 709–713.
[5 ]Ibid.
[6]G. H. S. Razran, ‘‘Conditioned Response Changes in Rating and Appraising Sociopolitical Slogans,’’ Psychological Bulletin 37 (1940): 481.
[7]Doug Murphy. See: www.ahwatukee.com/afn/community/articles/010704b.html
[8]David Leonhardt, with Kathleen Kerwin, ‘‘Hey Kid, Buy This!’’ Business Week, June 30, 1997.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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