Are We Being Hypnotised Every Day? Advertising, Politics, and the Psychology of Influence.

When we think of hypnosis, we often picture a therapist guiding someone into a trance or a stage performer asking an audience member to “sleep.” In reality, hypnosis is far less mysterious. Psychologists define it as a state of focused attention and increased suggestibility, where the mind is more open to influence.

If that’s the case, then it may be fair to say that advertising, media, and politics are constantly hypnotising us—whether we realise it or not.

The Mechanisms of Everyday Hypnosis

Modern advertising and political rhetoric borrow heavily from psychological principles that overlap with hypnotic technique.

• Repetition and the Illusion of Truth Research shows that repeated statements are more likely to be judged as true, even if they are false—a phenomenon known as the illusory truth effect (Hasher, Goldstein, & Toppino, 1977). Advertisers and politicians exploit this relentlessly through slogans and catchphrases.

• Storytelling and Emotional Engagement Humans are wired for narrative. Neuroscience research suggests that stories activate brain regions linked to experience and empathy (Mar, 2011). In hypnosis, therapists use metaphor and story to bypass resistance; in politics and advertising, similar strategies are used to embed persuasive ideas.

• Word Salad and Cognitive Overload Political speech often employs vagueness, jargon, or emotionally charged but ambiguous language. Studies on cognitive load indicate that when processing is difficult, people rely more on emotional cues than on critical reasoning (Sweller, 1988). This “confusional” style can leave listeners open to suggestion—an echo of hypnotic confusion techniques used by Milton Erickson and others.

The Ethical Question

The distinction between clinical hypnosis and media influence lies in consent. In a therapeutic context, hypnosis is a voluntary process aimed at benefitting the client. In advertising and politics, these techniques are deployed without explicit permission, often with profit or power as the primary aim.

This raises difficult ethical questions. Is it acceptable to deliberately influence subconscious processes without informed consent? Is persuasion always a form of manipulation, or only when it bypasses awareness? Philosophers and psychologists continue to debate this fine line.

De-Hypnotising Yourself

Fortunately, just as people can learn to enter trance deliberately, they can also learn to resist unwanted influence:

1. Cultivate Awareness of Persuasive Techniques Media literacy research shows that understanding how persuasion works reduces susceptibility to it (Austin et al., 2002). By noticing repetition, emotional triggers, and vague promises, you weaken their impact.

2. Engage Critical Thinking Actively question messages: What evidence is presented? What is omitted? Who benefits if I accept this message? The act of analysis disrupts automatic absorption.

3. Interrupt Repetition Cycles Exposure matters. Limiting repeated exposure to advertising or partisan media helps prevent the illusory truth effect.

4. Practice Self-Hypnosis or Mindfulness Paradoxically, intentional self-hypnosis can strengthen resistance to covert influence. Research suggests that self-hypnosis and mindfulness both enhance metacognitive awareness—the ability to notice one’s own thought processes (Lifshitz, van Elk, & Luhrmann, 2019). This creates a buffer against manipulation.

   
   

The Role of Self-Hypnosis

Self-hypnosis is not about escapism but about self-regulation. It allows individuals to anchor themselves in chosen values and goals, rather than unconsciously adopting suggestions from outside sources. In a media environment saturated with persuasive messaging, self-hypnosis may serve as a mental hygiene practice—helping people maintain autonomy over their beliefs and choices.

In conclusion: We are all suggestible, and modern society has mastered the art of influence. The question is not whether we are being hypnotised by repetition, stories, and emotional language, but whether we are willing to acknowledge it. By learning to critically evaluate incoming messages and practising self-directed mental strategies, we can reclaim agency in a world that is constantly vying for our subconscious attention.

References

• Austin, E. W., Pinkleton, B. E., Hust, S. J., & Cohen, M. (2002). Evaluation of an American Legacy Foundation/Washington State Department of Health media literacy pilot study. Health Communication, 13(3), 251–271.

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• Hasher, L., Goldstein, D., & Toppino, T. (1977). Frequency and the conference of referential validity. Journal of Verbal Learning and Verbal Behavior, 16(1), 107–112. https://doi.org/10.1016/S0022-5371(77)80012-1

• Lifshitz, M., van Elk, M., & Luhrmann, T. M. (2019). Absorption and spiritual experience: A review of evidence and potential mechanisms. Consciousness and Cognition, 73, 102760. https://doi.org/10.1016/j.concog.2019.05.008

• Mar, R. A. (2011). The neural bases of social cognition and story comprehension. Annual Review of Psychology, 62, 103–134. https://doi.org/10.1146/annurev-psych-120709-145406

• Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive Science, 12(2), 257–285. https://doi.org/10.1207/s15516709cog1202_4