Why address the subconscious? - 2 of 3

The exploitation of our long-term memory possibilities through the well planned landscaping of the "imperceptible" is really the pedagogical application of a Pavlovian principle. Pavlov held that in certain "paradoxical states" a dialectical process of activation-inhibition takes places. This state is characterised by the inhibition of certain conscious functions - the rational volitional aspect of the personality - and the activation of the intuitive, subconscious part of the personality. This state of greater receptivity usually corresponds, physiologically, to slower breathing, a change in the electrical rhythm of the brain, fewer heartbeats per minute, and a slight drop in body temperature.

In this state, the mind protects itself from what are for it, at that moment, overly strong stimuli by inhibiting its own reactions to them, through its psychological defences. Conversely, in this paradoxical state, the mind is particularly receptive to what are for it, at that moment, weaker stimuli. Pavlov's conclusion is that, in this particular state, strong stimuli produce weak reactions  while weak stimuli provoke strong reactions.

Most of use are familiar with this phenomenon in our everyday lives. For example, on receiving the news of a death over the telephone, it is possible to feel numbness rather than pain. This is a case in point of inhibition. Conversely, someone who is drifting off to sleep when the phone rings can experience it as a fire-alarm bell, and panic.