Page 49 - Unlock Sensory Power

Think about going to the What these examples teach us is
cinema. You swear the actor’s that we don’t actually
voice is coming from their lips. experience the world around us.
It isn’t. It’s actually coming from Rather, we experience a
loudspeakers arranged around representation of the world that
the auditorium. we create for ourselves.

Think about wine tasting. This isn’t to say that your next
A white wine is expertly can of Red Bull or bar of
reviewed using words like Hershey’s Chocolate is an
‘fruity’, ‘floral’ and ‘honeydew’. illusion – but it is a
If we were to secretly add a red representation, created from
food dye, the ‘expert’ sensory inputs arising from the
vocabulary dramatically branding, the packaging and the
changes. product.

Imagine a video recording of
a man saying ‘vaa-vaa-vaa’.
Strange, but stay with us!
We think we hear ‘vaa-vaa-vaa’.
However, when the movement of
his lips changes as if to say
‘baa-baa-baa’, we are convinced
we are hearing ‘baa-baa-baa’ –
even if the soundtrack remains
‘vaa-vaa-vaa’.