Marketers and Lawyers Target the Reptilian Brain

Everyone has been told at one time or another that humans evolved from reptiles. Just as a refresher for this widely held theory in the scientific community, cells evolved into fish, some of which transformed into reptilian land creatures, paving the way for the human race as different lifeforms evolved independently.

While there are fringe conspiracy theorists who take this story further by saying the ruling class are really lizard-based, no real proof has ever surfaced from credible sources. But it is a fact that marketers and lawyers actually tap into and exploit psychological research that human minds are still part reptilian.

My latest cartoon character, "Reptilian Logic Reducer," created on September 3, 2017, portrays a TV addict who is turning into a lizard, since that's what BigBiz is really trying to accomplish, at least metaphorically. TV networks, which have studied human psychology throughout its entire broadcast history, want to appeal to the most primitive part of the brain, which scientists claim is the reptilian section.

As Harvard Business Review pointed on in a July 31, 2012 article called "Stimulate Your Customer's Lizard Brain to Make a Sale," the brain stem is the oldest part of the brain and is known as the "lizard brain." It is the part of the brain that controls the two other parts and is responsible for survival. The middle part (limbic system) is more emotional while the outer part (neocortex) is more logical. Internet marketing author Seth Godin has quoted psychologist Robert Ornstein, who has described this breakdown of the brain. Honestly, my cartoon is from my imagination, but I didn't make up the rest of this information.

Another source that similarly describes the reptile brain is Jill M. Leibold, Ph.D. in a video published on LitigationInsights.com. The article that features that video is called "The Reptile Brain Strategy: Why Lawyers Use It and How to Counter It." It says that lawyers use the "reptile brain" strategy on jurors to appeal to their sense of fear. The reptile brain is essentially outside of logic and encompasses self-awareness with a priority for avoiding pain. It is influenced by visuals and is the gateway to the rest of the brain.

The lizard brain only understands simplistic concepts and mainly perceives the past and present. It is the part of the brain that marketers target because of its gatekeeper status to the two more modern brain sections. The reptilian brain cannot calculate or handle complex thoughts.

Once a TV show or commercial has been approved by the reptilian brain, it can then infiltrate other parts of the brain. This goal can be accomplished by creating a comfort zone that the lizard brain can identify with. Familiarity is created through repetition and imagery that aligns with the person's past. Contrast can also work, but requires more effort on the part of the influencer. Does this sound like a Twilight Zone episode centered on the key that unlocks the door to imagination?

I can understand if people don't take this psychology research seriously, even though it is used by marketing and legal biz professionals, almost as mind control techniques. After all, any information that disrupts one's comfort zone can easily be dismissed and forgotten, right? In the age of dumbing down, everyone has a right to create their own reality, right? Well, maybe just in the realm of TV hypnosis.

If we stand back and look at the effects of excessive TV viewing - shorter attention span, cognitive dissonance, laziness and acceptance of corporate/government propaganda - it's not that hard to conclude there's substance to this concept. I can't imagine why advertising agencies would keep spending millions of dollars on consumer behavior research if none of this were true.

So with that background in mind, here are characteristics of Reptilian Logic Reducer. He lives inside the idiot box and perceives TV as the real world while nature is irrelevant. That would explain why he's not afraid to consume junk food and pharma drugs full of synthetic chemicals. He's bombarded with fast food and pharma commercials throughout his TV experience. He trusts TV so much, partly because it's in his living room and he thinks he controls his viewing choices. It has created a comfort zone with no level of danger. He never eats organic food because no one's telling him it's healthy.

Since network TV really doesn't promote much about environmental safety, that's not a concern to him either. Unhealthy foods like burgers, fries and soda are drilled into his head through commercials, which is reinforced when he drives through his neighborhood and sees nothing but fast food restaurants with zero health food in sight.

But why isn't he concerned that GMO food has never been tested by anyone for long-term safety? Because his lizard brain tells him "it's ok, TV is my friend and if there were something wrong with synthetic food, they would tell me." Little does he know, the TV biz has no concern about his health and their top concern is attracting advertisers, regardless of who they are. The biggest advertisers tend to be mass producers or facilitators of mass pollution.

But it's ok since he trusts TV, which also reinforces the idea that nature is the bad guy due to hurricanes and earthquakes. It's modern technology that's going to save the world anyway - which is a huge media theme - or so he perceives. He's just one person, but there are millions more people just like him who are as equally out of touch with nature and threaten to destroy their own health by trusting what they see on TV.

To be in touch with health - nutrition, exercise and positive energy - would probably dismantle the TV industry as we know it if too many people snapped out of this "dumbing of society" trap that rewards BigBiz. One can only hope that society eventually wakes up from its trance, since many can't stand hearing about "what they should be eating or doing" to live a healthy life.

Created by Alex Cosper