To clarify, consider the catalog of products produced by Potentials Unlimited of Grand Rapids, Michigan. Second, as Oldenburg (1990a) has also pointed out, the promise of subliminal suggestion seems as inviting as its premise. First, the premise underlying subliminal suggestion-that a person can effortlessly accomplish in a matter of months or even weeks what others struggle but fail to do in a lifetime-is nearly irresistible (see Oldenburg, 1990a). It is easy to see why, for several reasons. Thus the subliminal industry is big and, by most accounts, getting bigger (see McGarvey, 1989 Moore, 1982 Natale, 1988 Oldenburg, 1990a). That there is money to be made selling such products is suggested by a second estimate (Natale, 1988) that in 1987 American consumers purchased $50,000,000 worth of subliminal tapes intended for their personal improvement, a 10 percent increase over 1986 sales. According to one estimate (Oldenburg, 1990a), about 2,000 individuals or companies in America and Canada now produce subliminal self-help products for retail sale. Be assured that if you faithfully use the tape on a regular, daily basis, results will come.īuilding Self-Confidence is but one of many subliminal self-help products sold by Gateways Institute, and Gateways is but one of many sources of such merchandise. Results are sometimes experienced within the first few playings, while in other cases it may take a few days or several weeks to see changes. Because each person is unique, individual results will vary from person to person. The more often the tape is played, the faster and greater the effect. To maximize results, play your subliminal tape at least once a day. Many have found it very helpful to read the script aloud once each day just before going to bed at night. It is not necessary to read the script while listening to the tape, although to enhance effectiveness, we suggest you use statements on the script as positive affirmations, repeating them to yourself from time to time. They work whether you pay attention to them or not.” The brochure also notes:Ī script is provided with each tape so you know the exact recorded subliminal message. No concentration is required for the tapes to be effective. Simply play the tapes while you work, play, drive, read, exercise, relax, watch TV, or even as you sleep. It retails for $12.95 in the United States and, like several other Gateways Institute tapes, comes in a small carton carrying the advertisement: “Subliminal tapes work, so you don't have to. If you want to make real, lasting changes and improvements in any area of your life, you must reach the subconscious mind where the changes begin.įor a busy person who lacks self-confidence and lives on a tight budget, the Building Self-Confidence tape in question would seem to have strong appeal. The unconscious mind has a powerful influence on conscious actions, thought, feelings, habits, and behaviors, and actually controls and guides your life. Reach the subconscious mind, which is the seat of all memories, knowledge and emotions. The contention is that consciously imperceptible or subliminal messages Nevertheless, according to the same brochure, these suggestions can be and are perceived subconsciously, and therein lies their purported power. Because the suggestions are masked by the ocean sounds, they cannot be perceived consciously.
I believe in myself more and more every day, and my confidence naturally rises to the surface in every situation.” Each of these statements is repeated hundreds of times in the course of the 1-hour program. According to an accompanying brochure, the tape also contains dozens of positive suggestions or affirmations, such as: “I am a secure person. When the tape is played at a comfortable listening volume, all one hears is the rhythmic ebb and flow of a tropical ocean surf and the faint cry of gulls circling the shoreline.Īt least, that is all one hears consciously.
Building Self-Confidence is the title of an audio cassette tape manufactured and marketed by the Gateways Institute of Ojai, California.
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