example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. StrikingThe diversity of human cultures on our planet is a whole subject by itself. I am not referring to the cultures themselves, but to the differences between them. It is not always easy to define a culture in a few words. Some may say that to do so is to stereotype the varied people that make up a given culture. But surely there is a mean average that one can arrive at? After all, we all stereotype, don't we? One of the main functions of the brain is to make assumptions using stereotypes of the people, animals and objects we come across. It is simply not possible for us to function without this ability. We make human judgements based on our experiences and perceived knowledge.

For instance, if someone was to rush towards you with a raised fist, you would make a rapid assumption that they were about to attack you and would respond accordingly by running away or defending yourself. If, before this happened,  you were to somehow switch off your brain's ability to make stereotypical assumptions, you may have just stood there and dumbly watched the fist come towards you. In most cases, these assumptions are an essential element in our ability to live. Fire is hot, ice is cold, fast cars can kill and, flying fists can hurt! Of course, stereotypical assumptions inevitably lead to mistakes. A good way to exploit this is by using optical illusions. These almost magical images fool our mind into making the wrong assumptions about the curvature of a line or the direction of a staircase, for example.

Although making stereotypical assumptions can lead to mistakes, it amplifies the ability of our senses and our brains. Making an assumption is a short-cut way of weighing up a situation. The more important something is to us, the more we (or we should) weigh it up. If something is trivial or fleeting, then we rely more heavily on our stereotypical assumptions. A great example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. Striking

sing stereotypes of the people, animals and objects we come across. It is simply not possible for us to function without this ability. We make human judgements based on our experiences and perceived knowledge.

For instance, if someone was to rush towards you with a raised fist, you would make a rapid assumption that they were about to attack you and would respond accordingly by running away or defending yourself. If, before this happened,  you were to somehow switch off your brain's ability to make stereotypical assumptions, you may have just stood there and dumbly watched the fist come towards you. In most cases, these assumptions are an essential element in our ability to live. Fire is hot, ice is cold, fast cars can kill and, flying fists can hurt! Of course, stereotypical assumptions inevitably lead to mistakes. A good way to exploit this is by using optical illusions. These almost magical images fool our mind into making the wrong assumptions about the curvature of a line or the direction of a staircase, for example.

Although making stereotypical assumptions can lead to mistakes, it amplifies the ability of our senses and our brains. Making an assumption is a short-cut way of weighing up a situation. The more important something is to us, the more we (or we should) weigh it up. If something is trivial or fleeting, then we rely more heavily on our stereotypical assumptions. A great example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. Striking

ch off your brain's ability to make stereotypical assumptions, you may have just stood there and dumbly watched the fist come towards you. In most cases, these assumptions are an essential element in our ability to live. Fire is hot, ice is cold, fast cars can kill and, flying fists can hurt! Of course, stereotypical assumptions inevitably lead to mistakes. A good way to exploit this is by using optical illusions. These almost magical images fool our mind into making the wrong assumptions about the curvature of a line or the direction of a staircase, for example.

Although making stereotypical assumptions can lead to mistakes, it amplifies the ability of our senses and our brains. Making an assumption is a short-cut way of weighing up a situation. The more important something is to us, the more we (or we should) weigh it up. If something is trivial or fleeting, then we rely more heavily on our stereotypical assumptions. A great example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. Striking

he wrong assumptions about the curvature of a line or the direction of a staircase, for example.

Although making stereotypical assumptions can lead to mistakes, it amplifies the ability of our senses and our brains. Making an assumption is a short-cut way of weighing up a situation. The more important something is to us, the more we (or we should) weigh it up. If something is trivial or fleeting, then we rely more heavily on our stereotypical assumptions. A great example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. Striking

example of this is marketing. If a reader flicks through a magazine, they may give the ads a cursory glance. Now put yourself in the position of the publisher and the advertisers. The marketing people know that the reader's attention span is limited and will be relying on stereotypical assumptions. As a marketing person you will do your best to surprise or even shock the reader so that they stop and look at your ad. Bold headlines are just the starting point. Striking images can be critical.

If you are selling fire alarms, the bolder and more striking the ad, the better; but what if you are selling something far more subtle and stylish? Let's say you are marketing cosmetics. A crash bang headline may grab the reader's attention, but what message does it send? Are you selling crash bang cosmetics? If your ad is too brash, then the assumption will be made that your cosmetics will also be brash. Ads that need to convey a stylish message need to be stylish in themselves. Yes it is possible to be so stylish that people stop and take notice. Put a lot of light space and a beautiful face - perhaps a uniquely beautiful and stylish face - in an ad and you just may make people notice. Not only that, they will also assume that your company and your products share this style.

Some people may shy away from stereotyping, but the marketing people are using it all the time. You may run a small business that brings members of the public to your premises. If you run a bar or restaurant, have you also considered the power of us humans to make assumptions? In the catering trade the expression first impressions is surely engrained on all business owners and managers. When a customer walks past or in your establishment for the first time (or after a refurbishment), they will make instant assumptions. They will walk right past or out again if these assumptions do not meet their expectations. It may be that the waiter's tie is not straight, or it may be something more fundamental like bad decoration. Even more importantly for a food premises, they may see a flying insect darting around the restaurant floor. If this happens it may be too late - the customer will surely be on their way.

This is why fly killer machines are so important. There is no point in having one just to comply with hygiene regulations. They must also be