0:00:02 > 0:00:05- I don't even know, I don't.- Would you believe I'm lost for words!
0:00:26 > 0:00:28Hello, you discerning people!
0:00:28 > 0:00:32You've made the right choice because you're watching the David Meade Project.
0:00:32 > 0:00:35And here is the one you all want - David Meade.
0:00:35 > 0:00:37- Is that an L, L ?- Oh, yeah!
0:00:37 > 0:00:38Yes!
0:00:38 > 0:00:40- Ah!- Oh, my God!
0:00:40 > 0:00:44Once again, David's assignment is to observe one particular aspect of human behaviour.
0:00:45 > 0:00:49Along the way, he's going to blow a few people's minds.
0:00:49 > 0:00:51It's crazy!
0:00:51 > 0:00:52It was just brilliant.
0:00:52 > 0:00:55It was weird, yeah. How do you do it?
0:00:56 > 0:01:01David has chosen to become a master of the not-so-gentle art of persuasion.
0:01:02 > 0:01:05My job is to make people do what I want them to do.
0:01:05 > 0:01:07Sometimes, I use the gentle art of persuasion
0:01:07 > 0:01:10but, on other occasions, I just force them.
0:01:17 > 0:01:20David is the type of bloke who likes to look deeper into things.
0:01:20 > 0:01:23Today he is going to persuade random strangers to see
0:01:23 > 0:01:27what's hidden right in front of their eyes, in plain sight.
0:01:27 > 0:01:32But, as always, not everything is what it seems with David Meade.
0:01:32 > 0:01:36For months now, an awful lot of my work has focused around
0:01:36 > 0:01:38every single colour in the spectrum but, particularly,
0:01:38 > 0:01:40the colour red.
0:01:41 > 0:01:44It looks like David has lost his mind to the colour red.
0:01:44 > 0:01:51But his infatuation is nothing to the persuasive power he believes that colour has on all of us.
0:01:52 > 0:01:54I'm going to be stopping ordinary people in the street
0:01:54 > 0:01:56and showing them the other side of this for a split second.
0:01:56 > 0:01:59The moment they see it, I'm going to ask them if they've read it. The hope is that
0:01:59 > 0:02:02they won't have time to read it, to see a single word on there.
0:02:02 > 0:02:05At that moment, I'm going to ask them to name any word in the world, any word they like.
0:02:05 > 0:02:07And I believe, if I've designed this correctly,
0:02:07 > 0:02:10they will name the only word that I've hidden secretly inside.
0:02:10 > 0:02:13And there's only one way that you can properly see the word that's hidden here.
0:02:13 > 0:02:16And that's when you use my special clipboard.
0:02:19 > 0:02:22Can you look here for me? One, poom! Quick, have you read it?
0:02:22 > 0:02:23No, I didn't see it.
0:02:23 > 0:02:27I'm going to ask you now, what's the first word that comes into your head?
0:02:27 > 0:02:29- Control.- Control? Why control?
0:02:29 > 0:02:32I don't know, it just popped up, and I said control.
0:02:32 > 0:02:35It's weird, because the word control isn't actually in there anywhere.
0:02:35 > 0:02:37But if you look really carefully...
0:02:39 > 0:02:40THEY LAUGH
0:02:40 > 0:02:42- What does that feel like? - Weird.- Weird, yeah?
0:02:42 > 0:02:44As if you're controlling me or something.
0:02:44 > 0:02:47There's nothing particularly scientific about this.
0:02:47 > 0:02:51I'm using every skill that I have as a mentalist, including this really valuable tool,
0:02:51 > 0:02:54to make the participants think of the only word in the world that I want them to.
0:02:54 > 0:02:57To convince people that he has these amazing powers,
0:02:57 > 0:03:01David has studied academic books on persuasive techniques,
0:03:01 > 0:03:03including subliminal advertising.
0:03:03 > 0:03:07He then mixes them all up with what he calls mentalism.
0:03:07 > 0:03:09The art of mind manipulation.
0:03:11 > 0:03:15Red is one of those colours that we can't help but pay attention to.
0:03:15 > 0:03:16We're sort of programmed to it.
0:03:16 > 0:03:21It's on emergency signs, it's on warning signs, hazard signs, even stop lights in the street.
0:03:21 > 0:03:22That's why I like to play with red.
0:03:22 > 0:03:26Now, if you just look here for me, and...
0:03:26 > 0:03:28- Boom! Have you read it?- No.
0:03:28 > 0:03:31- No, you weren't able to read any of that?- No.- OK, brilliant.
0:03:31 > 0:03:35- I want you to name a word. Go, name a word.- Control.- Control? Why control?
0:03:35 > 0:03:39- I don't know.- If you look here. If I just put this red over it.
0:03:40 > 0:03:43Can you see the word?
0:03:43 > 0:03:46- Was that a free choice?- Yes. - I didn't just tell you to say that, and you didn't just play along?- No.
0:03:46 > 0:03:48Brilliant. That's great.
0:03:48 > 0:03:51He said to me, think of a word, and I said control, like, and it was, like, it was there.
0:03:51 > 0:03:55He said to me, it was, like, if I had been influenced by him, and I said no,
0:03:55 > 0:03:57I don't even know, I don't.
0:03:57 > 0:04:02It's funny how certain colours, shapes, words and signs draw our attention.
0:04:02 > 0:04:05Those things absolutely capture us, and when we are walking down the street
0:04:05 > 0:04:08sometimes one thing will just make us look there magnetically.
0:04:08 > 0:04:12Everything around us has a persuasive effect on all of the choices that we make,
0:04:12 > 0:04:16so let's say, for instance, I mean, this red graffiti here might make you think of something.
0:04:16 > 0:04:21Even the four S's. Red is a really persuasive colour. It's one of the most persuasive colours, actually.
0:04:21 > 0:04:23I am going to show you this really, really briefly.
0:04:23 > 0:04:27And just look here for me, I'm going to show you the other side.
0:04:27 > 0:04:30- Now, poom! OK, have you read it?- Yes. - Have you...have you read that?
0:04:30 > 0:04:34- Were you able to read it? - No.- No, why?
0:04:34 > 0:04:36It's blank.
0:04:36 > 0:04:39- It's blank? You weren't able to read that, you haven't read it?- No.
0:04:39 > 0:04:43OK, name any word in the world, out loud. Now.
0:04:43 > 0:04:47- Secret.- Secret?- Yeah.
0:04:47 > 0:04:50Was that...is that like your favourite word or did you just choose that randomly?
0:04:50 > 0:04:52- No, it was just random. - Just totally random, right?
0:04:52 > 0:04:55- Look at this, take a look through there. You see that billboard?- Yeah.
0:04:55 > 0:04:58You see the word on that billboard? Look through the red.
0:04:58 > 0:05:00Oh, my god, yeah! Oh, my god! Yeah.
0:05:00 > 0:05:03And the only word that you thought of was secret.
0:05:03 > 0:05:05Just how weird!
0:05:05 > 0:05:06That was so weird, like.
0:05:06 > 0:05:11I just thought of the word, and it was there on the board.
0:05:11 > 0:05:12Go, quick! Did you see that? Have you read it?
0:05:12 > 0:05:16- You weren't able to read that.- It's blank.- Nothing? Blank? OK, name a word.
0:05:16 > 0:05:19- Quickly, the first one that comes into your head. Go!- Secret.- What?
0:05:19 > 0:05:22- Secret.- Secret? Hold that for me, Tom.
0:05:22 > 0:05:24Have you seen this? Look at that, Tom.
0:05:24 > 0:05:28- Do you see the word?- Yeah.
0:05:28 > 0:05:30- Do you see it?- Yeah!- Did you think you were that easy to influence, Tom?
0:05:30 > 0:05:34- Absolutely not, no. I feel very gullible now.- No, not at all!
0:05:34 > 0:05:37It was a blank piece of paper. There's nothing to read.
0:05:37 > 0:05:40Then he picked, he got the frame, the red frame and put it to his face,
0:05:40 > 0:05:42and it was quite demon-like.
0:05:42 > 0:05:44I was, like, what's happening here?
0:05:44 > 0:05:47And the next thing, he spun it around and, sure enough, my word,
0:05:47 > 0:05:50on the billboard - secret, clear as day.
0:05:50 > 0:05:52It's just weird.
0:05:52 > 0:05:54I'd see things, and I'd go in and buy stuff,
0:05:54 > 0:05:58but I didn't think it was that easy to do it, like.
0:05:58 > 0:06:03A little taste of the power of persuasion has got David wanting more.
0:06:03 > 0:06:06He's only had a new idea.
0:06:08 > 0:06:12Get my own way? Chance would be a fine thing.
0:06:12 > 0:06:17But David is determined to find out how these hidden techniques of persuasion really work.
0:06:17 > 0:06:22And how devious advertisers make us buy stuff we don't really want.
0:06:22 > 0:06:26There has been a raft of really fascinating information written
0:06:26 > 0:06:28on how to become more persuasive.
0:06:28 > 0:06:30And some of it is genuinely jaw-dropping.
0:06:30 > 0:06:33One of the most interesting theories is Anchoring.
0:06:33 > 0:06:36And essentially what happens is, an organisation will place
0:06:36 > 0:06:40their brand in the hands of, let's say, a beautiful person,
0:06:40 > 0:06:44maybe a celebrity endorsement, and also put them in a really desirable location.
0:06:44 > 0:06:47It creates the impression, for the people at home,
0:06:47 > 0:06:51that if they buy that product, then maybe they'll be associated with the beautiful people,
0:06:51 > 0:06:53and maybe they might end up in that desirable location.
0:06:53 > 0:06:55Now, we know that that's nonsense.
0:06:55 > 0:06:57But it makes us want to buy that product.
0:06:57 > 0:07:01If you were to learn all of that, then you could become the most persuasive person in the world.
0:07:01 > 0:07:07But I'm a mentalist, and I have my own techniques for forcing people to do exactly what I want.
0:07:13 > 0:07:17Oh, dear! David is going into the dodgy food business.
0:07:17 > 0:07:20That's an area where persuasive powers
0:07:20 > 0:07:23really have to work on the widest range of people.
0:07:23 > 0:07:26For this test, I've chosen a random sample of participants.
0:07:26 > 0:07:28And that's really important, that they are random.
0:07:28 > 0:07:32I want some very adventurous types, and some very fussy eaters as well.
0:07:32 > 0:07:35Let's just see how far I can push them.
0:07:35 > 0:07:39Oh, yummy! It looks like David is trying to find the most interesting grub
0:07:39 > 0:07:41to challenge his powers of persuasion.
0:07:41 > 0:07:47Some of these items might test the endurance of the most robust of palates.
0:07:47 > 0:07:53But you know how difficult it is to persuade some people to put certain things in their mouths.
0:07:53 > 0:07:56Oh, I'm a really fussy eater. I'm quite a bland eater.
0:07:56 > 0:07:59I'm not really one for trying new things.
0:07:59 > 0:08:03I would try like a new thing maybe once a year, if I'm lucky, and it takes a lot of persuasion.
0:08:03 > 0:08:07But this is not just about getting people to try something.
0:08:07 > 0:08:13The most aggressive persuasive techniques that David's discovered demand a definite YES.
0:08:13 > 0:08:16I've got to say one of the most interesting principles
0:08:16 > 0:08:19that I've looked at in persuasion is called the Yes Pyramid.
0:08:19 > 0:08:21It's used in call centres all the time.
0:08:21 > 0:08:24The person on the end of the phone asks you a series of questions
0:08:24 > 0:08:28to which they know that you need to answer yes, again and again and again.
0:08:28 > 0:08:32They ask you as many of those questions as possible, so you become conditioned to saying yes.
0:08:32 > 0:08:37So that means the moment that they offer you a product you feel like yes is probably what you should say.
0:08:37 > 0:08:38It's incredibly effective.
0:08:41 > 0:08:44Um...take that for me.
0:08:44 > 0:08:48David is using the Yes Pyramid to persuade his guests to eat something
0:08:48 > 0:08:50normally completely off their radar.
0:08:50 > 0:08:55But, as always, he's adding some mentalist techniques of his own,
0:08:55 > 0:08:59one of which is to get them to fixate their attention on a juicy apple.
0:08:59 > 0:09:02Then they'll say yes to a bite of raw onion.
0:09:02 > 0:09:05- Yes.- Is it in your hand?- Yes. - Is it in your right hand?- Yes.
0:09:05 > 0:09:07- Is it in this room?- Yes. - Have you seen one before?- Yes.
0:09:07 > 0:09:10- Have you seen them often?- Yes. - Have you used them?- Yes.
0:09:10 > 0:09:12- Have you eaten them? - Yes.- Do you like them?- Yes.
0:09:12 > 0:09:16- Do lots of people like them? - Yes.- Are they used everywhere?- Yes.
0:09:16 > 0:09:19- Do lots of people use them?- Yes. - Take a bite for me.- No. Ha-ha-ha!
0:09:19 > 0:09:21Brilliant! OK.
0:09:21 > 0:09:24Just cos I was aware it was an onion, and I sort of knew what he was going to ask me to do,
0:09:24 > 0:09:28so the whole time I was answering yes to these questions, kind of you're going to make me
0:09:28 > 0:09:31eat this onion, you're going to make me eat it. I'm not going to do it! I refuse.
0:09:31 > 0:09:36Not a great start, but David is determined he's going to persuade someone.
0:09:36 > 0:09:39- Is it a vegetable?- Yes.- Have you seen it before?- Yes.- Do you like them? - Yes.
0:09:39 > 0:09:42- Have you eaten many?- Yes.
0:09:42 > 0:09:44I want you to go ahead now,
0:09:44 > 0:09:46and take a bite.
0:09:46 > 0:09:49Yes! Result!
0:09:49 > 0:09:55I took a good few chunks out of that there, and I've never actually eaten an onion like this before,
0:09:55 > 0:09:59and I've seen people doing it and I just think it's horrible and I just wouldn't really do it ever,
0:09:59 > 0:10:02so I usually wouldn't be that persuaded by people around me.
0:10:02 > 0:10:08Onions are one thing, but for the main course, David is serving century eggs.
0:10:08 > 0:10:13Of all the exotic food David has chosen, this Chinese delicacy
0:10:13 > 0:10:17might persuade some people to never eat again for a hundred years.
0:10:17 > 0:10:21I'm feeling a little bit guilty about this one, because I'm going to be using these.
0:10:21 > 0:10:23These are a delicacy in some parts of the world,
0:10:23 > 0:10:26and they are called century eggs.
0:10:26 > 0:10:30It is in fact a duck egg preserved in a mixture of clay, ash,
0:10:30 > 0:10:33salt and lime for several weeks or even months.
0:10:33 > 0:10:37Some people say that it's like an egg that's a hundred years old,
0:10:37 > 0:10:39or a century egg.
0:10:39 > 0:10:41I hope this lot can handle it.
0:10:41 > 0:10:44This egg is absolutely disgusting.
0:10:44 > 0:10:47I can barely smell it,
0:10:47 > 0:10:50never mind hold it in my bare hands.
0:10:50 > 0:10:55I would believe you if you told me that came out of a dinosaur a thousand years ago.
0:10:55 > 0:10:56This is how bad it smells.
0:10:57 > 0:11:00It's really difficult to articulate quite how these look and smell.
0:11:00 > 0:11:05I would never eat one in a million years, because they are absolutely...
0:11:05 > 0:11:07HE GAGS
0:11:08 > 0:11:10They are absolutely awful.
0:11:12 > 0:11:14HE COUGHS
0:11:14 > 0:11:16I want you to smell this for me.
0:11:16 > 0:11:19These are century eggs, these are century eggs.
0:11:19 > 0:11:23- Have you ever heard of them? - No.- They are extremely pungent.
0:11:23 > 0:11:26Do you recognise the smell? Do you know what that smells like?
0:11:26 > 0:11:28- I don't know, but it's disgusting. - Yeah, it's like ammonia.
0:11:28 > 0:11:31This, however, is jelly and cake. Smell that.
0:11:31 > 0:11:34- That's quite nice, isn't it?- Yeah.
0:11:34 > 0:11:36What does that remind you of? What sort of feeling...?
0:11:36 > 0:11:38- Strawberries and cream. - Strawberries and cream. Lovely.
0:11:38 > 0:11:42Does it take you back to any sort of nostalgic memories and thoughts in your mind, ice cream and cake?
0:11:42 > 0:11:45The scent of home. Mum and Dad.
0:11:45 > 0:11:48- Treating yourself.- Yeah. - OK.- After lunch.- OK.
0:11:48 > 0:11:52- Now, Paul, do you like cake?- Yeah.
0:11:52 > 0:11:54- Do you like jelly?- Yeah.
0:11:54 > 0:11:56- Do you like the colours?- Yeah. - Do you like parties?- Yeah.
0:11:56 > 0:12:00- Do you like balloons?- Yeah. - Do you like the taste?
0:12:00 > 0:12:01Yeah.
0:12:01 > 0:12:04- Do you like the texture?- Yeah. - Do you like the colour?- Yeah.
0:12:04 > 0:12:07- Do you like candles?- Yes.- Do you like sitting at home?- Yes.- On the couch?
0:12:07 > 0:12:11- Yes.- Mum and Dad are there?- Yes. - Open up here.- Yes.- Open up for me.
0:12:11 > 0:12:15- Do you like cake?- Yeah.- Do you like candles?- Yes.- That feels normal. - A-ha.
0:12:15 > 0:12:19- Do you like Christmas?- Yeah. - Do you like parties?- Yes.
0:12:19 > 0:12:23- You like presents, don't you?- Yes. - You do! Everyone likes presents.
0:12:23 > 0:12:25- Do you like party games?- Yes.
0:12:25 > 0:12:27I'm going to go to the yolk now.
0:12:27 > 0:12:30- Do you like pass the parcel?- Yes.
0:12:30 > 0:12:32Do you like bunting?
0:12:32 > 0:12:33Yes.
0:12:33 > 0:12:36- Do you like friends round?- Yes.
0:12:36 > 0:12:38- Do you like the party games?- Yes.
0:12:38 > 0:12:42- Do you like musical chairs?- Yes.
0:12:42 > 0:12:44- Does that taste nice?- Yes, actually.
0:12:44 > 0:12:47- So it tastes good?- A-ha.- You're enjoying it, aren't you?- A-ha.
0:12:47 > 0:12:49- And you trust me. - A-ha.- Of course you do!
0:12:50 > 0:12:55- Do you like parties?- Yes.- Do you like presents?- Yes.- Do you like candles? - Yes.- Do you like cakes?- Yes.
0:12:56 > 0:13:02- See how far we can go with this. And this doesn't feel weird, does it?- Not really.- It doesn't feel strange?
0:13:02 > 0:13:03Let that go down for me.
0:13:05 > 0:13:10Now, Paul, tell me. If I was to ask you now to go again without the Yes Pyramid, things might be different.
0:13:10 > 0:13:14- Do you think you can take it now?- I think so, yeah.- Do you think so? OK.
0:13:14 > 0:13:17- So I'm not going to do the Yes Pryamid now.- OK.
0:13:17 > 0:13:19OK. Let's go.
0:13:20 > 0:13:23I'm going to do this slowly, because you've got no Yes Pyramid,
0:13:23 > 0:13:27and you've got no opportunity to convince your subconscious that this should be nice. OK?
0:13:27 > 0:13:28OK.
0:13:28 > 0:13:30So slowly now.
0:13:32 > 0:13:36- Oh, oh, the smell.- Couldn't do it? - I don't... Um...
0:13:36 > 0:13:38- Without the Yes Pyramid.- Arg!
0:13:38 > 0:13:43- Now, no Yes Pyramid there, yeah. Too much?- Yeah.- Without the yeses?- A-ha.
0:13:43 > 0:13:48I was sort of hesitant, cos I could smell what I smelt on the plate initially.
0:13:48 > 0:13:51And as soon as he put it in my mouth, it had to come out.
0:13:51 > 0:13:53It wasn't going down.
0:13:54 > 0:13:56Looks like David is on a roll.
0:13:56 > 0:14:00- Do you like cake?- Yes.- Do you like birthday parties?- Yes.- Do you like candles?- Yes.- Silly faces?
0:14:00 > 0:14:04No, there's no way you'll ever persuade this one.
0:14:04 > 0:14:09- Face painting?- Yes.- Try some. Do you like parties?- Yes.
0:14:09 > 0:14:11- Birthday parties?- Yes.
0:14:11 > 0:14:12Do you like cakes?
0:14:12 > 0:14:15I think there was some kind of connection telling my body
0:14:15 > 0:14:21to physically eat something that I know is so disgusting.
0:14:21 > 0:14:25And for it to taste so delicious during the Yes Pyramid is unbelievable.
0:14:25 > 0:14:30- Do you like them scrambled?- Yes. - Oh, no! Not Miss Fussy Chops again.
0:14:30 > 0:14:31She'll never swallow this one.
0:14:31 > 0:14:34- Do you like cake?- Yes.- Do you like jelly?- Yes.- Do you like Battenberg?
0:14:34 > 0:14:38- Yes.- Give it a smell. You like jelly as well, don't you?- Yes.- And you like Battenberg.
0:14:38 > 0:14:41It's delicious, isn't it? You like it! And you like ice cream?
0:14:41 > 0:14:43Blimey! She's only gone and eaten it.
0:14:43 > 0:14:46Oi! Leave a bit for everyone else!
0:14:46 > 0:14:49A hundred-year egg does not sound as if that is going to be tasty.
0:14:49 > 0:14:51Week-old eggs, they're not going to be tasty.
0:14:51 > 0:14:56So, I mean, I knew I should have been expecting something horrible,
0:14:56 > 0:14:59but it just tasted nice. Ha-ha-ha!
0:14:59 > 0:15:01It actually tasted like jelly.
0:15:01 > 0:15:04Literally like jelly, which was on the other plate.
0:15:04 > 0:15:07And the yolk of the egg was just like eating marzipan.
0:15:07 > 0:15:10So if I crack this open I'm expecting marzipan.
0:15:12 > 0:15:17Now he has the taste for getting his own way, David wants to emulate
0:15:17 > 0:15:20the heavy weights of persuasion on the high street.
0:15:20 > 0:15:25It seems obvious to me that we're all persuaded and influenced every moment of every day,
0:15:25 > 0:15:29every second that we walk down the high street, someone is trying to sell us something.
0:15:29 > 0:15:34David wants to use his powers of persuasion to become a super salesman.
0:15:34 > 0:15:38He's going to use a variety of techniques to convince a customer
0:15:38 > 0:15:41to choose one item in a shop of thousands.
0:15:41 > 0:15:43The rules of this one are really simple.
0:15:43 > 0:15:46I'm going to take a potential customer into a huge store,
0:15:46 > 0:15:49a store that's got hundreds of thousands of items.
0:15:49 > 0:15:53Their job is to pick any one of those items, and they must believe that it's a totally free choice.
0:15:53 > 0:15:58My job is to make them pick the one and only one item that I have in mind. And it probably might not work.
0:15:58 > 0:16:03David has chosen this perfect consumer, Julie, mother of two.
0:16:03 > 0:16:07A target demographic for big-time advertisers.
0:16:07 > 0:16:09She wouldn't mind honing her powers of persuasion too.
0:16:09 > 0:16:12It would certainly make life with two kids at home a lot easier.
0:16:12 > 0:16:14Children, would you like to empty the dishwasher?
0:16:14 > 0:16:16"Oh, yes, Mum, that would be lovely."
0:16:16 > 0:16:19And off they go, so if you could...
0:16:19 > 0:16:22frame questions in such a way
0:16:22 > 0:16:24that people gave you the answer that you would like,
0:16:24 > 0:16:27and then actually acted on it, it would make life a lot easier.
0:16:27 > 0:16:30And David has chosen a perfect environment for Julie
0:16:30 > 0:16:33where she's spoiled for choice.
0:16:33 > 0:16:37I've chosen a really eclectic shop with lots of quirky little bits and pieces.
0:16:37 > 0:16:39It doesn't sell just one thing. It sells thousands of things.
0:16:39 > 0:16:43And I want to see if I can make one item in this shop more attractive than any other.
0:16:46 > 0:16:49Hi, Julie. How are you? Thank you for coming. I really, really...
0:16:49 > 0:16:50Lovely to see you.
0:16:50 > 0:16:52I love shops that are really eclectic,
0:16:52 > 0:16:55and you are brolly a little bit overwhelmed by it.
0:16:55 > 0:16:58I mean, if you take a look here, there are so many things to get inside your mind.
0:16:58 > 0:17:01I mean, there's brolly one or two things that stand out for you.
0:17:01 > 0:17:04Is there anything in particular that jumps out at you?
0:17:04 > 0:17:07The bright things over there, and I saw wee flowery cups somewhere.
0:17:07 > 0:17:10Actually, you know, I want to ask you, Julie. Have you brought something along with you today?
0:17:10 > 0:17:13- I have, yes.- Let's see what you have there.
0:17:13 > 0:17:17Now, this is an envelope that I sent to you a couple of days ago. When did you receive this?
0:17:17 > 0:17:19- Yesterday morning. - Yesterday morning.
0:17:19 > 0:17:23- I want you to keep that in there. Keep it nice and sealed with the clap totally closed.- OK.
0:17:23 > 0:17:27- I hope you've brought your credit card!- Ha-ha! No, I brought yours instead.
0:17:27 > 0:17:31So go ahead, whenever you're ready, Julie, just go and have a wee wander.
0:17:31 > 0:17:34- Wander. I can just hear my mother going "dust clock"!- Ha-ha!
0:17:34 > 0:17:37My wife would say exactly the same thing.
0:17:37 > 0:17:39But I can't seem to have a feel of what I want.
0:17:39 > 0:17:42That's why I keep her in the shed. Oh, one of these ones.
0:17:42 > 0:17:46Absolutely gorgeous. You know what it reminds me of? You know the old telephones?
0:17:46 > 0:17:52- You know? And I'm just imagining the tea raining out of that, you know. - Yes.- Umbrellas are handy.
0:17:52 > 0:17:54Um...brella like me...might be able to carry this on.
0:17:54 > 0:17:56I'm just trying to think if it's a little bit too blotchy for me.
0:17:56 > 0:17:58But you know what? I like it.
0:17:58 > 0:18:00I'll leave you to wander around then,
0:18:00 > 0:18:03and do you know where you're headed or...?
0:18:03 > 0:18:05- I know what I would like to choose. - All right, OK.
0:18:05 > 0:18:07Nice umbrellas.
0:18:07 > 0:18:09Yes.
0:18:09 > 0:18:12I like that one. A bit girl-about-town.
0:18:12 > 0:18:15And not as fancy as the ones with the tassel.
0:18:15 > 0:18:17More sensible.
0:18:17 > 0:18:19Yes, for chasing the kids with.
0:18:19 > 0:18:22- I've got something for you.- Oh, you got something? Brilliant!- I do indeed!
0:18:22 > 0:18:25Bring it over. Bring it over, let me see.
0:18:25 > 0:18:29Now, I promise I won't judge you based on your taste.
0:18:29 > 0:18:32So, actually, you know, this is an interesting choice.
0:18:32 > 0:18:35- Do you think that I had any control over what you would pick?- No.
0:18:35 > 0:18:39- Do you remember what I said to you when we arrived here?- A-ha.
0:18:39 > 0:18:42Do you remember some of the words that I said?
0:18:42 > 0:18:45You're BROLLY going to find it really difficult to choose something.
0:18:45 > 0:18:47- Do you remember that?- No.
0:18:47 > 0:18:51And I also told you that you're BROLLY going to be overwhelmed by some of the things that you picked.
0:18:51 > 0:18:53And you're BROLLY a little bit overwhelmed by it.
0:18:53 > 0:18:57And even up there, while we were looking at the shirts. Let's go that way, actually.
0:18:57 > 0:18:59Even up there while we were looking at the shirts, I even said...
0:18:59 > 0:19:03UM...BRELLA like me...might be able to carry this on.
0:19:03 > 0:19:06I'm just trying to think if it's a little bit too blotchy for me.
0:19:06 > 0:19:10- Now, you have an envelope that you received...when did you receive this? - Yesterday morning.
0:19:10 > 0:19:13Yesterday morning. Now, has anyone in the world had the opportunity to tamper with it?
0:19:13 > 0:19:16No, it's been with me or on the kitchen table.
0:19:19 > 0:19:24- Here we go.- Right.- And if you unfold that, you will see this way...
0:19:24 > 0:19:28"Dear Julie, I'm sooo excited to meet you tomorrow.
0:19:28 > 0:19:31"I'll be using every one of my skills to persuade you to pick..."
0:19:31 > 0:19:33Ta-daa!
0:19:33 > 0:19:35- Umbrella! Umbrella!- Ha-ha!
0:19:35 > 0:19:38Now, Julie, are you happy that that was a free-choice?
0:19:42 > 0:19:45- And no one had the opportunity to tamper with this?- No.
0:19:45 > 0:19:47If you think that was good, you should see this.
0:19:47 > 0:19:53Take a look this way. B-R-O-L-L-Y.
0:19:53 > 0:19:58You could have chosen anything in the world. It was all your own choice.
0:19:58 > 0:20:01B-R-O-L-L-Y. Did you even see that?
0:20:01 > 0:20:05- No.- It just washed over your subconscious.
0:20:05 > 0:20:09Would you believe I'm lost for words! Ha-ha!
0:20:09 > 0:20:13It feels really great for me because I've been thinking about this for years, planning it,
0:20:13 > 0:20:18trying it out and I had no way of knowing if it was going to work.
0:20:18 > 0:20:2124-hours effort of setting up that shop, all paid off.
0:20:21 > 0:20:24She thought of precisely the object I wanted her to.
0:20:24 > 0:20:28Even though there were hundreds of potential things she could have chosen.
0:20:28 > 0:20:33But she was so good for that, that I'd like to see if I can give her some of my own persuasive skills.
0:20:33 > 0:20:37David is going to share with Julie his talents of persuasion.
0:20:37 > 0:20:41He's going to coach Julie in some of his secret techniques.
0:20:41 > 0:20:46He's hoping she's going to become an expert in the art of getting your own way.
0:20:46 > 0:20:49All I can say is, god help her kids.
0:20:49 > 0:20:53As consumers, I think we all accept that every moment that we spend inside a store,
0:20:53 > 0:20:56we are being persuaded and influenced to buy products.
0:20:56 > 0:20:59I think I'd like to shake it up a little bit though.
0:20:59 > 0:21:03I want to see if I can convince Julie that she might be a supreme persuader.
0:21:07 > 0:21:09Well, that's David convinced,
0:21:09 > 0:21:11but this is going to be a tricky assignment for Julie.
0:21:11 > 0:21:15Firstly, she has to decide on a secret word,
0:21:15 > 0:21:20and then she'll have four goes to put that word in someone else's head.
0:21:20 > 0:21:24If that works, then that person will draw at least one picture
0:21:24 > 0:21:27that illustrates the secret word.
0:21:27 > 0:21:29Inspired by her experience in the shop,
0:21:29 > 0:21:33Julie is now going to try and come up with four of what she believes
0:21:33 > 0:21:36might be the most persuasive statements in the world.
0:21:36 > 0:21:39David has created the perfect environment.
0:21:39 > 0:21:42A penthouse apartment, a full-size drawing board,
0:21:42 > 0:21:46and a lectern for Julie to project her persuasive statements.
0:21:46 > 0:21:52But even the high altitude hasn't raised Julie's hopes of becoming a supreme persuader.
0:21:52 > 0:21:56Nervous. I think a good word would be trepidation.
0:21:56 > 0:21:59Hi, Blanche. Thank you for coming to help me. I really appreciate it.
0:21:59 > 0:22:02And who is the lucky recipient of all this persuasion? Blanche.
0:22:02 > 0:22:05- Brilliant, brilliant. - I couldn't hardly sleep last night.
0:22:05 > 0:22:09- Good one, sorry to hear that. I keep a lot of women awake at night, as you might imagine.- Yes, I can.
0:22:09 > 0:22:12Oh, do me a favour.
0:22:12 > 0:22:15I selected another random participant for Julie to work with.
0:22:15 > 0:22:17Julie has never met this person before.
0:22:17 > 0:22:21The participant's job will just be to hear all of Julie's persuasive statements.
0:22:21 > 0:22:24And then draw anything that she likes in the world.
0:22:24 > 0:22:26The drawings really will be her choice.
0:22:26 > 0:22:29It will be interesting to see if anything matches.
0:22:32 > 0:22:36Blanche, unbeknownst to you, Julie is a persuader supremo.
0:22:36 > 0:22:42She has been honing her ability to persuade people to do anything that she wants very, very carefully.
0:22:42 > 0:22:47One thing I need to check is, you don't yet have any pictures, images, or anything inside your head?
0:22:47 > 0:22:50- No.- You have no idea what you're about to do?- Definitely not. - Brilliant.
0:22:50 > 0:22:53And for you, Julie, is there anyone in the world that knows
0:22:53 > 0:22:55what you're trying to convince Blanche of, or persuade her to do?
0:22:55 > 0:22:58- No, just me.- No one. So this is a total secret?- Just me.
0:22:58 > 0:23:01And it really is just inside your head?
0:23:01 > 0:23:04Now, if this works, she might be running the country in two years, Blanche.
0:23:04 > 0:23:06So I would just keep on the right side of her.
0:23:06 > 0:23:10OK, Blanche. Now, listen carefully to Julie's first statement
0:23:10 > 0:23:14to hear the word that Julie is trying to persuade you to draw.
0:23:14 > 0:23:16So how's you today?
0:23:16 > 0:23:20It's probably a bit freaky. A wee bit exciting, and little bit different, I suppose.
0:23:20 > 0:23:22Go ahead and start drawing.
0:23:27 > 0:23:28Um... This is interesting.
0:23:32 > 0:23:33It's quite interesting.
0:23:33 > 0:23:37OK, I think it's really interesting, because there's quite a lot of detail in it.
0:23:37 > 0:23:40- I am glad you think so.- And it just sort of popped into your head and...?
0:23:40 > 0:23:43Oh, yes, very...very random.
0:23:43 > 0:23:45OK, well, Julie, yes or no.
0:23:45 > 0:23:48Did it involve a flower or a table?
0:23:48 > 0:23:53Can I just keep that to myself, just for a wee minute or two? I'd rather not say it just at the minute.
0:23:53 > 0:23:56- All right, OK. You going to play this game? All right.- Play my options.
0:23:56 > 0:24:02Julie is playing cagey, but let's see if Blanche can spot the word in persuasive statement number two.
0:24:02 > 0:24:06I've been looking out at the view out there and a cruise ship caught my eye.
0:24:06 > 0:24:09Some size, isn't it? Like how many floors does it have?
0:24:09 > 0:24:11From first class right down to steerage.
0:24:11 > 0:24:14I always like to travel first class.
0:24:15 > 0:24:18And can you draw, please?
0:24:18 > 0:24:20OK, Blanche.
0:24:21 > 0:24:27Now, I have to say I'm really excited to see this one in particular.
0:24:28 > 0:24:30- Are you finished?- Yes.- You happy?
0:24:30 > 0:24:32OK, well, this is a really interesting one.
0:24:32 > 0:24:36Yes or no, does it involve a kite or a balloon?
0:24:36 > 0:24:37- No.- No?- No.
0:24:37 > 0:24:39- Is that a conclusive no?- No.
0:24:39 > 0:24:43OK. Now, Julie, whenever you're ready, persuasive statement number three.
0:24:43 > 0:24:46A wee word just popped into my mind. It's a wee bit random.
0:24:46 > 0:24:48I'd just like to put it out in the room. Cloud.
0:24:48 > 0:24:50Cloud. A cloud?
0:24:50 > 0:24:54What is she on about? I think Julie is losing the plot.
0:24:54 > 0:24:57Now, Blanche, if you were to describe what that is, what you've drawn there,
0:24:57 > 0:24:59what would you say that is, Blanche?
0:24:59 > 0:25:02- Looks a bit like an wishbone. - OK, like a wishbone, is it? OK.
0:25:02 > 0:25:07Was it anything to do with either poultry or a wishbone or...?
0:25:07 > 0:25:08- No.- No?
0:25:08 > 0:25:11The one thing it isn't is a cloud.
0:25:11 > 0:25:14I'm not sure the persuasive statements are hitting home.
0:25:14 > 0:25:17Before you start drawing, I'm going to give you five words and then I'd like you to start drawing.
0:25:17 > 0:25:19Is that OK?
0:25:19 > 0:25:23We've got happy, oblivious, useful,
0:25:23 > 0:25:26succinct, elephant.
0:25:26 > 0:25:29Right.
0:25:39 > 0:25:45- That's it. A snake.- OK, a snake. - It's a no.- It's a no? A definite no?- No. Definite no.
0:25:45 > 0:25:49That's it then. Julie has used her four statements. Blanche seems to have drawn a blank.
0:25:49 > 0:25:53This is where you normally say back to the drawing board, but in this case, maybe not.
0:25:53 > 0:25:57I think we'll maybe give it one more wee go.
0:25:57 > 0:26:01And if it doesn't work, please be assured that it's not your...it's not your fault, OK?
0:26:01 > 0:26:03OK.
0:26:03 > 0:26:08This time, Julie, I just want you to look Blanche in the eyes and speak from the heart.
0:26:08 > 0:26:12One last check. So how's you today? How's...
0:26:13 > 0:26:18I'm starting to get quite nervous. Now I do want this to work, so... Um...
0:26:18 > 0:26:23- That's grand. If you just want to... - Let's just draw.- OK, OK.
0:26:30 > 0:26:32What is your final picture?
0:26:32 > 0:26:34That looks a bit like a pound sign.
0:26:34 > 0:26:39Was what you were trying to persuade Blanche to do in any way related to sort of finance, money, bank?
0:26:39 > 0:26:43Well, that was definitely not on the money.
0:26:43 > 0:26:45Let's see where it all went wrong.
0:26:45 > 0:26:49OK, all right. Julie, how do you feel about how things have gone?
0:26:49 > 0:26:52I suppose...a wee bit disappointed that it didn't work.
0:26:52 > 0:26:56I suppose I was quite optimistic when we started off with the first picture.
0:26:56 > 0:26:58I thought we were getting there.
0:26:58 > 0:27:01What was it? What were you trying to persuade Blanche to do?
0:27:01 > 0:27:03- House.- A house.- A house.
0:27:03 > 0:27:06Did you at any point get anything sort of house related?
0:27:06 > 0:27:08Or anything to do with buildings or...?
0:27:08 > 0:27:10- Not really.- Not really, no.- No.
0:27:10 > 0:27:12What was your...?
0:27:12 > 0:27:15- Oh! You!- No...
0:27:15 > 0:27:20Never! Never in a month... Not in a...
0:27:20 > 0:27:21No!
0:27:21 > 0:27:23Never in a month of Sundays!
0:27:23 > 0:27:29H-O-U-S-E.
0:27:29 > 0:27:31- NO!- Oh! You're joking!
0:27:31 > 0:27:34Let me see, H-O-U-S-E.
0:27:34 > 0:27:36SHE LAUGHS
0:27:36 > 0:27:38How did you do that?
0:27:39 > 0:27:41How did Blanche do that?
0:27:42 > 0:27:44I don't know.
0:27:44 > 0:27:49The pound sign at the end should have been a capital E, and then the S fell into place,
0:27:49 > 0:27:55and then, suddenly, he said, "Oh, that shape with the tables, that should have been the letter H."
0:27:55 > 0:27:57And so, it was just brilliant.
0:27:57 > 0:28:00And then, all of a sudden, it just clicked. H-O-U-S-E.
0:28:00 > 0:28:03And there it was. Spelt out.
0:28:03 > 0:28:07Aaaah! It's like that. I am hyper, actually!
0:28:07 > 0:28:09I'll be singing and dancing on the train on the way home.
0:28:09 > 0:28:13Wow! That was absolutely mind-blowing there.
0:28:13 > 0:28:17It seems that we are all influenced and persuaded, every moment of every day.
0:28:17 > 0:28:21And I think some people are naturally quite good at this. They've got a gift for it.
0:28:21 > 0:28:26Other people though, like me, need to use tricks and techniques to make people do what I want them to do.
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0:28:34 > 0:28:38E-mail subtitling@bbc.co.uk