Tim Jones: Good morning and welcome to Nevada Weekly, this morning. I'm Tim Jones,
Susan Haas is with us this morning in the studio and on this morning's program,
we're going to be hearing about the acquisition of a new machine which
analyzes just about anything you want it to and if you're proud about your
automatic watering system at home, wait till you hear about the irrigation
system that's just being tested by the UNR Agriculture Department, and also,
we're going to have something about your subconscious. One of the most important
things I think about being on a university campus, Susan, is the diversity
of people, projects, research that is going on. Three books have been
written "Subliminal Seduction", "Medius Exploitation", and "Clamplight
Orgy". Those are not the titles of x-rated triple bill at the drive-in. Those are
written by a student here at the University, Fr. Wilson Brian Key. Susan Haas: Dr.
Key has been spending some time at the University taking Spanish classes in
preparation for a move to Puerto Rico, which he's planning, and he was kind
enough to take some time off this summer from his classes to visit with Nevada
Weekly reporter Joanne Lasawsky and answer some of her questions. Joanne Lasawsky: Dr. Key,
I would like you to explain what is subliminal projection or persuasion and
how is it used today in advertising? Dr. Key: Okay, it's very simple, Joanne, we've known for a
very very long time that enormous prodigious quantities of information go
into our brain constantly from all of the sensory inputs. Very little of this
perhaps as little as one 1000 there were surfaces and what we call conscious
awareness or cognitive perception, things were consciously aware is going on, but
there's a lot of other stuff in our heads that can program us for various
kinds of behavior and as I say, this is not a secret it's been known for a long
time, I'm always fascinated at the United States as a culture as a media produced
culture. If you wanted to create in the Orwellian context in 1984, on purpose, the
first thing you'd have to do is convince everyone in the society that you're
going to work on that they all fought for themselves, that
they were capable of distinguishing between right and wrong, true and false,
moral and immoral, that they could not be manipulated. Now, with an extraordinary
job of that in the United States, with the help even of the universities and
this behavior is nonsense we teach in psychology. We taught everyone that there
are people who think for themselves. Remember the guy some years ago who who
smoked a cigarette, the cigarette for the man who thinks for himself, was very
funny because of the darn fool could think for himself be to quit smoking 20
years ago. This makes us extremely vulnerable, extremely vulnerable and the
dangerous part of it is we don't know. We think it's all a simple game played on
top of the table, very little of it's played on top of the table.
Most of what makes media work, the fifty billion dollars it was invested in
advertising last year. Most of what makes that an effective business investment, in
terms of the profit it can produce, is at the subliminal level. The cognitive
material actually is almost just like a shill. The girl in the bikini bathing suit,
simply get you to look at the billboard long enough for a skull and a bottle of
whiskey glass to get into your brain and lock in and produce what's called the
the Petzl effects, the delayed action response mechanism, very comparable to
post hypnotic suggestion. I'm always astonished in the United States quite
differently than Europe at the naivety of most Americans have towards the way
they perceive the world. They have a very simplistic view, you know, seeing is
believing. If you believe that you're all set. You could be you can be done with
almost anything anyone wishes to. Let's give the audience some examples of
subliminal techniques or lots of them in the various books on this, but here's one,
this is a two-page ad that appeared in variously in look life, it's an ad for
Benson & Hedges cigarettes as you can see. There are 14 people, yes, quite
complex. I think in the second book, medias exploitation, I devoted almost the
whole chapter to this, so a very complex ad. So this is an ad where over three
million dollars was invested in publishing this picture and it's a
composite picture, it's not a picture of a hockey hockey hockey players and
spectators. These are all actors, very expensive piece
production, there's in just in producing this picture there's about twenty-five
to thirty thousand dollars with the production cost, not in counting the
three million dollars it's spent buying space and which to display the picture. Now,
there's a lot of curious things in this but let me point to one, we've got a
slide where if you can bring the camera as tight as you can on that talkie glove
and you bring it up just a bit, you can see the word here the word
should have been Cooper this is the internationally registered trademark of
Cooper corporation in Toronto, the world's largest manufacturer of hockey
equipment, but as you can perceive can we go to the slide we can get this on a
slide the word is not Cooper the word has been retouched from Cooper into what
you can perceive quite easily on the television set as the word.. Joanna Lasawsky: Cancer. Dr. Key: Right,
It's fascinating that in a three and a half million
dollar investment in selling cigarettes, you would purposely put the word cancer
where no one is going to see it especially smokers we did experiments
with this particular ad and forty percent of the smokers we showed it to
we'd say what is that word, we use the magnifying lens so they could see it
very well and they'd say well Cooper, and I would say take another look,
yeah it's Cooper or they'd say by the I don't I don't know I can't see it it's
too blurred, now virtually plus one percent of the non-smokers had
trouble seeing it as cancer. It demonstrates what's been called
variously perceptual defense, repression denial, there a number of a body about
twelve different parameters of perceptual defense that have been
delineated in the various theories of psychology, fact that every human being
has a potential in the nervous system to hide from themselves information which
if consciously dealt with would scare the bejesus out of them. It would provoke a
great deal of anxiety and this is, was an example of people hiding the word
cancer. Now as this appeared in Life magazine look and the rest of the
publications, no one saw the word cancer consciously but that is a very powerful
symbol of death in this culture. That would register at this none conscious
level of perception or the unconscious, subconscious, need mind, file, and third
brain are a lot of words that have been used to discuss this. This would register
almost the speed of light in the brain and it would lock information about this
ad into the brain where it would be recalled perhaps three days, three weeks
three months later, and result in a product preference or brand preference
for a product like like tobacco. Now, it's an ingenious system and it's fascinating,
something new about this. We've practiced this type of media back to the 15th
century, techniques of this sort were used by people like Da Vinci, Titian,
Michelangelo was extraordinarily good at it, and nobody but the ad guys out there
hustling the buck were able to figure how to make this thing work in the
interest of profit and so forth. Here's a little curious one. This was an a
place mat in use at Howard Johnson restaurants, some 2,000 Howard Johnson
restaurants all over the North America, was in use for about six years and it
sold fried clam plates. Now, people go in they sit down, nobody reads clam plates,
except perhaps my students and as you can see, a simple thing. It looks like
ostensibly a photograph of the plate of fried clams,
little coleslaw, some parsley, french fries.
Now, if you've ever eaten fried clams, can you get a little tighter on those fried
clams? You can see quite easily, and I think this is very important, these don't
look like fried clams. Whatever they may be, they're not fried clams right. They
don't look anything like that. This is a painting. We had a number of artists
estimate how much this painting of a porthole and a plate of fried clams
across the production cost on this art production would have been between 10
and $15,000. It's a very difficult thing to paint and make the painting look more
real than the real thing. Now, once you know it's not real, it's not a photograph
of fried clam plate and those clams don't look like clams, look what they do
look like, we can get the camera in as tight as possible, well I put this transparent
overlay. The clams form the shapes of eight bodies and a large donkey involved
in what I could only interpret as a sexual orgy featuring all those lovely
things brought to us by things like playboy, bestiality, group sex and the
rest of the fantasies that make up reproductive behavior in North America.
Now, that isn't done for fun in and kicks, that's done as a good solid economic
motivation. This sells fried clam plates. Now, if we can
get that in again. When I take this what I took the overlay off, can we go back to
that once more? I want to be able to show the audience is able here here it is with
the overlay, now, when I take the overlay off you can perceive the eye of a donkey
here, the donkey's ear, they had the neck, the forelegs, and the back legs going
down to the feet here, and as I say, it's reproduced in the book the clam plate
My publisher was so taken with the whole thing that they decided it would
make it a delightful title for the book and the books done really well. Now, this
an extraordinary piece of art and it has power not just simply to sell you fried
clam plates, which are a high profit item on the menu at our Johnson restaurant. It
has another potential, a highly educational potential that could make such
things as bestiality, group sex also seem quite rational, quite reasonable.
I mean, you wouldn't even bat an eyelid at this, it's all stuff. Now, this suggests
one little drop of sand and the Sahara, 50 billion dollars worth of the stuff
that went into your brains last year. It sells you, but I have no quarrel with
that, the product, but it also can persuade and educate you into a variety
of cultural perspectives, cultural viewpoints which maybe have done as
grave grave mischief grave mischief especially when you consider that a
billion dollars worth of this material from my research over the past 10 years,
99% of alcohol beverage advertising incorporates these techniques and we
have an extraordinary ability to increase the number of consumers and the
quantities they consume in virtually any product area with extraordinary skill.
Now, in alcohol, this is created well the national suit of health tells us we're
now something like 12 million people who are alcoholics and they die, about 95
percent. Once a person gets into that, it's virtually impossible to get out of
it. It's a very terminal disease and a good part of it is induced by this kind
of advertising, which I'm fascinated no one such as the Federal Trade Commission
is those other nice people want to get into this. Joanne Lasawsky: There is no real legal no
legislation here? Dr. Key: Well, Yale law school did a research
hundred several years ago, it was published called subliminal stimuli on American
broadcast media. The research was sponsored by
senator Wendell Anderson in Minnesota, it's a legislative study and they
believe the Yale Law School people believe quite firmly these this is a
very clear violation of section 5 of the Federal Trade Commission Act, which is
the wheeler-lea amendment attempting to deal with deception and advertising, this
is a clear violation of that, this would have to be determined of course in
federal court, but on the surface it appears to be quite again a violation of
existing federal law. Now, the FTC has known about this for at least eight
years, I told them. Their legal division in the department receptive advertising
is a whole floor of lawyers that do nothing but work on deception and
advertising. They've known about this a long time and they've chosen not to do
anything about it and of course now with the president punch we have in the
nation's capital. It's extremely doubtful that anything will ever be done about
this, except more of it. If anything has happened in the ten years since I've
been writing these books, it's been a proliferation of this material. I taught
a course at UCLA several years ago and I had 90 students enrolled and half of the
work had agencies, their tuition was paid by their employers and they they were
pretty open budge, they frankly said well we're here to learn better how to rip
off the American consumer and I guess I showed them and t's a little disturbing
thinking initially I was exposing something and I become sort of a
training program for the advertising industry. Let's take a look at a couple
of, let's try this one for just a moment. This is about a five to six
million dollar investment by the Bacardi Corporation aside came out of Playboy. It
appeared repeatedly in every publication in America. Now, nothing but a glass of
what appears to be rum and some ice cubes bottled Bacardi in the background.
Can we go in tight on this ice cube? Notice this rather curious ice cube here,
the top of the domed head, the eye socket, the nose socket, the mouth of the teeth
in it, a skull symbol of death, gold and death, rich death I suppose, but
extraordinary thing to be putting in to a five and a half million dollar
investment in the marketing of a national rum brand. Joanna Lasawsky: Dr. Key, what can
the average person do to effectively cope with these daily subliminal
bombardments, is there anything? Dr. Key: Very little because if there's an answer to
this mess, it's an it's a politically it will be a politically generated answer.
There's a congressman and a an assemblyman in California. Congressman
Dornan from Los Angeles is planning to initiate something in the Congress next
fall, prohibiting rock music people from doing
subliminal embedding in rock music, but as I say, for the average person, there is
a degree, I try to talk about this in the books, you can protect yourself to some
extent by developing a greater sophistication about the perceptual
process. Most of what we've been told about perception is quite wrong ,it's
quite limited, quite superficial. This can be a defense of some
degree, but there's no perfect defense against that other than simply banning
it legally from public public use, as I say, it does appear to violate existing
federal law. Joanne Lasawsky: I want to thank you, Dr. Key. I think you've opened our eyes just a
little bit to this startling phenomena. Dr. Key: In good fun, Joanne and the time went to fast. Joanna Lasawski: Thank you
very much. Susan Haas: Our thanks to Joanna Lasawsky for reporting on subliminal advertising.
Next, we're joining Carol Morgan who's going to be telling us about an
irrigation system being tested by UNR's Ag department. Carol Morgan: A new concept in
labor-saving irrigation is being developed through the college of agriculture
near Fernley. The system called Agri-pop is being tested by two university
professors, Claire Mahana and Dr. W Miller. Professor Mahana: The main purpose for the this
type of a system is to facilitate the bearing or the lowering of sprinkler
system completely out of farm operation paths like for plowing, disking, planting
and also add worked for pasturing of cattle bringing cattle in without
ruining the sprinkler system. It's a direction towards automated irrigation.
Carol Morgan: Professor Mahana explains the control panels and mechanism of the irrigation
system. Professor Mahana: This panel right here is a control panel, which controls a river
pump for we're pumping water out of a Truckee River.
This is a river component and then this is a booster pump that pumps the water
from the base of the hill up 150 feet and pressurizes a sprinkler system to a
pressure of 50 pounds per square inch. The next panel is a palette showing the
control equipment that controls the for irrigation treatments. These are timer
clocks here which record the amount of time each irrigation treatment runs. This
clock arrangement here is a clock that you can set up to control and run each
of the for irrigation treatments that we're running. In addition to that
monitoring, we are monitoring the amount of water that flows on to each of the
irrigation treatments and you can see over on the right hand side here some
red scribes, which is a description or a recording of the amount of water and
flow per gallons per minute. These are the totalizing meters that totalize each
of the four treatments and total gallons applied per irrigation treatment. The
irrigation system is made up of a of this agro pop sprinkler which was
originally developed by Mr. Paul Andrew in Mindon, Gardnerville. This system is is
a buried system where this portion of the head right here is buried down the
ground 2 feet below ground surface. When pressure is put on on this one side of
the system the sprinkler system being buried will push this sprinkler system
up vertically five feet in this manner coming two feet out of the ground and
then three feet above ground surface. When the system is to be retracted, pressure is put on
the other side of this double acting cylinder and the system comes back down
such that this sprinkler head then is below the ground two feet. We would like
to demonstrate how this system works alive. We've simply hooked up a garden
hose to a pressure supply here and Mr. Warren Fink is going to demonstrate how
the the system operates. Okay.
This is in the supply mode, the sprinkler this is assist the direction of...
Okay and in retrack mode. Pressure is applied on the other side and you take a
bath. Joanna Lasawsky: There are daily breakthroughs in the world of biochemistry and here at
the University of Nevada, we'll be able to keep up with these amazing
discoveries with the help of a newly acquired instrument, a computerized gas
chromatograph mass spectrometer. The instrument is being housed here in the
School of Medicine awaiting the completion of the building across the
way, which will house a new biochemistry lab. This instrument is so sensitive, it
can detect sub parts per billion of a component in a mixture. It will greatly
enhance biochemical research on the UNR campus Dr. Glen C Miller. assistant
professor of pesticide chemistry at the agricultural college, has been working
with the instrument for the natural products laboratory. Clen Miller: To computerize
chromatograph mass spectrometer is one of the actually more sophisticated
instruments we have on campus. What it does is it take the complex mixture and
solution, it separates in the gas chromatograph into different
constituents, each constituent then comes out and goes into the mass spectrometer.
Part of the system where each compound is then ionized, sent through a series of
magnets, and detected on in the detector, this box back here. Each
compound that comes through is ionized into and give the mask the
characteristics of that particular compound. The computer then picks up
that information and tells you what the compound is and how much there is of it,
so in brief, what the instrument does is it they take the mixture, separates it,
identifies it, and tells you how much of each constituent there is. There
obviously limits to what kind of compounds you can put in a by and large
it's a very powerful instrument. Joanna Lasawsky: Dr. Miller, how will this instrument
serve the Agricultural College? Dr. Miller: The instrument is a very valuable addition
to the equipment in the College of Agriculture because it can do a varied
number a very great number of different tasks the work. I do have largely to do
with pesticides and environmental contaminants. It will take a mixture of a
pesticide say, for example, a pesticide have been applied to a crop, you can go
through and extract the crop for that pesticide and you can identify the pesticide
in it and find out how much that pesticide is on the crop.
Another example, we're going to use it for is the natural product we are
presently working on, a project in which we're trying to
identify different constituents in a series of plants that have potential for
producing energy or hydrocarbons on the Nevada lands. This instrument, again, will
be a very great aid in identifying those compounds telling you how much we have
it of each of them and what they are. Another member the biochemistry
faculty is working the area of insect waxes and hydrocarbons, what he is
expecting to do his project is very basic research and that he's trying to
understand how insects biosynthesize, how they make these different
constituents that they make. For example, he's looking in a housefly housefly
synthesize a chemical that attract houseflies,
the idea being that if you can control how insects are attracted to each other,
you can control the insect. Joanne Lasawsky: Dr. Ronald Pardini, head of UNR's biochemistry
department was instrumental in obtaining this machine for the university. Dr. Pardini: This
came as a really success story from one of the research programs and and we have
a research contract with the private company to develop an anti-cancer drug
to look at a particular plant that grows in Nevada and it turns out that that
whole thing is developed and we've have had some really good success in treating
cats and dogs and things and hope to treat people very soon and as a result
of that, this company has established an endowment with the university to support
natural products research and which is really what we're talking about when we
talk about plants and cancer services and that's what I think,
and that that endowment really contributed substantially to this
particular instrument and I'd say about 80% of the funds came from that private
source. The rest of the funds came from local people on campus and particular
the College of Ag contributed some and School of Medicine contributed some.
The vice president has been very instrumental in helping us gain funds
and the UNR foundation conceded to a grant we applied for. Joanne Lasawsky: Dr. Pardini, we
understand the instrument was purchased and added substantial savings to the
university. Dr. Pardini: Well, also this research has led us to do some collaborative work
with the Research Institute and they had a brand new instrument. They had this
instrument as a brand new instrument and they needed something more sophisticated.
This is really very sophisticated and will be just fine for our needs but
they have a lot much larger Institute and needed something even more
sophisticated than this and so they sold us this as they used instrument and it
was it was just like new. It's still under a new instrument warranty so we
saved some money on that basis too. A new instrument would cost about $180,000.
We got this for $125,000 and well it will serve the Medical School in many ways in
particular. It will enhance any pharmacological or biochemical research
program that's ongoing like the natural product research program. In addition,
there's some clinical research that can be enhanced by the use of this equipment
and that is in treating cancer patients. Often, it's important to monitor the
levels of blood and look at blood metabolites of people and so this
equipment will enable us to pull samples of blood from people that have been
treated with drugs and monitor the metabolism and distribution of blood in
their body and in the blood. In addition, I think it's going to have application
in areas like toxicology in relation to humans where clinical labs have to
identify somebody is in a coma, they've taken a particular drug and we
might be able to help in that regard for quick analysis and in addition,
toxicology labs might be interested, if for legal hearings and legal cases if a
person has any particular controlled substance like marijuana or LSD or
something like that would probably detect those levels in in human blood
and maybe even in, you know, other tissues I think from those stand points that
will contribute to clinical and medical kinds of research both at the basic and
clinical level and we've just recently preparing and will submit a note a lot
of the agencies out in the state beside those that are clinically related.
We'll send them to health care labs, we're sending them to companies that
need to do environmental statements like Sierra Pacific and so forth.
We've sent them to crime labs, toxicology lab, things like that and we're going to
solicit their business actually and solicit samples from them to come in and
use equipment because this is the only piece of equipment available now in
Northern Nevada and this capability should hopefully be a big asset to the
University and the community. Joanne Lasawsky: So, right here at UNR, with the help of this newly
acquired instrument we'll be able to keep up with the technological advances
in the world of biochemistry as well as serve the community. This is Joanne
Lasawsky reporting for Nevada Weekly. Susan Haas: We have to really commend Joanne for
mastering that term. What a name, computerized gas chromatograph mass
spectrometer. Tim Jones: Very good, and you already said it once already this morning. We should say that
it was purchased at a savings of $60,000 and we want to stress also that it's
available to police, hospitals, and other state agencies for their use as well.
Sorority rush is over, fraternity rush is over,
classes are beginning back here at UNR, and we want to tell you about some
of the activities coming up here at the University of Nevada, Reno. Before we do,
thanks for joining us this morning and we'll see you again in a couple weeks, Susan.
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