Repetition

Napoleon once said, 'repetition is the best part of rhetoric.' Fortunately, when we are in a waking state a simple suggestion is not enough to modify our mental structures, and in turn our behavior. Repetition reinforces an initial suggestion and compensates for the weakness of the original signal. If repeated often enough, a new cerebral pathway is formed.

Some brand names have been repeated so often they have become part of our everyday vocabulary (every advertiser's dream!); Kleenex, Frigidaire, Nike, Bic, etc., were all unknown brand names at one time. Through repetition, they have become synonymous with the products they represent. The exact same process is at work during our education and conditioning as children - frequent exhortations to 'be careful!' or 'don't touch!' become so deeply engrained in our minds we cease to question their validity.

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