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Show Enterprise Review , May 5, 1976 The Un-Colu- Page 5b BLM Studies Undermine Interiors Intent, Says Hampton mn environmental impact statements on central and southern Utah coalfields, planned by the U.S. Geological Survey and the Bureau of Land Management, could take as long as two years to complete, said Jack Reed, director of public affairs for the Utah BLM office. Until their completion, no new coal leases or mining plans will be on federal lands. approved ' In response to announced intentions, Governor Calvin Rampton said last week the action is typical of bureaucracy which can divert the policy and intent of a top administrator. Rampton referred to a statement made to him by Regional Advertising, Promotion, and Other Modes of Insomnia. By Ryan Po niton- - Most of you have probably heard the story of the theatre in 1950s that flashed the words buy popcorn and drink during frames of the movie at a speed that was too fast to consciously detect. An inordinately large number of patrons was said to have stampeded to the concession stand, the late Coca-Col- a motivated by the subliminal suggestion. This now notorious event was the first time that the issue of subliminal perception was claimed to have a commercial application. Utah studies are really not new to anything Kleppe said in Denver last January about undertaking 12 coal environ- mental studies impact throughout the country. He further explained that those who presently have leases but have not submitted mining plans will be required to wait until an environmental current quotations on market price of Call us for Subliminal perception (SP) can theoretically occur with any of the five senses, and is defined as any stimulation with an intensity below that which is necessary for. conscious recognition, yet is still perceived on a subconscious level. Scientific interest in SP was minimal, until the theatre incident Interior Secretary Thomas in 1957 caused strange little whining noises in the throats of coal leasing would that Kleppe Madison Ave. ad men. be resumed as quickly as PRUDENTIAL FEDERAL SAVINGS & LOAN ASSOCIATION possible. Reed said his office had Naturally, wildly intriguing speculations followed, launching extensive scientific research backed by national marketers-(Hon- est not been in touch with Kleppe to God, if anybody ever suspected a profit could be since his visit to Salt Lake City made selling tumors, thered be a lot more cancer research and had no details of his going on). meetings with Rampton.' Reed perceives the priThe belief at the time was that commercially applied SP was mary reaction to the study, as importantly-by-pass- ed expressed by Gov. Rampton totally invisible, unrecognizeable, and-m- ost the conscious safeguards of a buyers descretion. In and the Utah Mining Assoc., short, a marketers dream come true. And, due to the invisibility as a concern for the time detection-wou- ld of the phenomenon, regulation-ev- en be involved. He added that the two extremely difficult. A pat hand. Most experiments indicated that words of a sexual or highly emotional nature (death, for instance) are much more conducive of SP than any others. Once a sexual term is subliminally kites, whatever-a- n implanted with any product-.-beanemotional reaction will occur when the buyer passes the product on the supermarket. He will buy it without really knowing why. (I tested this theory myself several years ago in an ad I designed promoting a rock concert. I superimposed several of the foulest, four letter words imaginable- -I was most action-packe- d embarrassed to even type them-ov- er the ad, using a technique too that mad them light to be consciously perceived. The, concert w'as a dismal flop, but I consoled myself by assuming everyone stayed home, doing my subliminal suggestions.) . s, The furor died down during the sixties, after prohibitive uproar. Then Wilson legislation followed the McCarthy-lik- e in on the subject. He not book a Bryan Key resurrected the issue only contends that SP is alive and well, but has been. turning the nation into consumption-ma- d robots for years. If Key is to be believed, sexual messages have abounded in print ads,, placed there by subliminal artists skilled at retouching photographs. He cites Mattel doll ads with four letter words subliminally imprinted; liquor and cigarette ads with sexual symbols, photos of ice cubes (in liquor ads) with subliminally implanted figures of bats, rats, cats, dogs, w olves, scorpians, volcanoes, each with Friend Key has undoubtedly made more money from his book than any advertiser ever made from using subliminal perception techniques because SP is strictly a laboratory phenomenon. It makes great copy, sells lots of newspapers and books, but is pure bunk. There is no question that certain kinds of very elementary games can be played with subliminal perception if the conditions are just right, i.e. cosmic interference negligible, radio waves at a minimum, the subject has been totally sober for at least a month, etc. Then a subliminal message might,' might be successfully transmitted and received. . However, it is a delicate phenomenon, and could never be utilized in the brutal arena of national merchandising. Reputable, objective researchers have discounted its commercial application. In fact, even the Coca-Col- a story in 1957, the w beast that started it all, as found to be a hoax. know Ive probably behaved irresponsibly, spending all this time alarming you about the dire implication, only to denounce as pure bull in the past paragraph. Theres just no excuse for this kind of irresponsible journalism. I Q) WILSON -- DAVIS Ct COMPANY SECURITIES Member. National Association of Security Dealers 79 West First South Salt Lake City (801) 532-131- 3 COMMERCIAL & INDUSTRIAL HEATING AIR CONDITIONING SERVICE Were one of the largest and most successful heating and air conditioning service contractors in the state. And small wonder. Our fleet of 26 trucks, manned by the most qualified and highest paid servicemen in the state, guarantees it. radio-dispatch- . an innate meanihg to humans and subconsciously perceived totally. He even claims that an aspirin manufacturer has devised a method of creating a headache at the beginning of a TV commercial, then following it up with their solution. analysis, not an environmental impact study, is completed. He said an analysis is usually brief, and at times just a . matter of a few' paragraphs or pages. If the report, however, determines that there will be an environmental impact, a full environmental impact study must be undertaken, as in the case of Kaparowits. ed We service any size building, 24 hours a day Maintenence service contracts available for fixed dollar expenses 26 radio-dispatch- ed trucks aAA heating AND AIR CONDITIONING CO. 484-885- 4 487-628- 7 When you need us, well be there, |