In response to the npr clip on how the human brain goes about making decisions all I can say is, wow that's really neat. Not many people think about how they think. Just the concept of it seems confusing, but the studies that they explained on npr were clear. The brain is utilitarian and logical in decision making unless there is vivid imagery. The imagery sends the brain on a separate track of emotional decision making. Instead of thinking logically about a situation your emotions decide for you. In the examples that they explained I realized what they were saying was true for myself as well.
This gives scientific proof to the effectiveness of imagery. Why let your audience think when you could essentially, make decisions for them with imagery? It's barely short of mind control if you can use it affectively. As I think about it, it makes more sense to me. Human beings cannot be rational all the time. Whether you try to block them out or not, emotions will always affect your though process. If we were solely logical we would be without the iconic Darth Vader. Anakin Skywalker wouldn't have let the anger and fear he experienced from his nightmares affect him.
As much as we might like to think we are in control of our though process, there is still much that changes in our minds subconsciously. Before I go I'll leave you with an example, a test, some food for thought. What is worse, forcing one in five to jump out of a hot air balloon that is too heavy and about to crash into a bluff, or shooting someone in the back who has four hostages at gunpoint?
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