CAT 2019 Slot 1 VARC RC Passage 6 Q29–Q31

Vance Packard’s The Hidden Persuaders alerted the public to the psychoanalytical techniques used by the advertising industry. Its premise was that advertising agencies were using depth interviews to identify hidden consumer motivations, which were then used to entice consumers to buy goods. Critics and reporters often wrongly assumed that Packard was writing mainly about subliminal advertising. Packard never mentioned the word subliminal, however, and devoted very little space to discussions of “subthreshold” effects. Instead, his views largely aligned with the notion that individuals do not always have access to their conscious thoughts and can be persuaded by supraliminal messages without their knowledge.

A distinguishing feature of language is our ability to refer to absent things, known as displaced reference. A speaker can bring distant referents to mind in the absence of any obvious stimuli. Thoughts, not limited to the here and now, can pop into our heads for unfathomable reasons. This ability to think about distant things necessarily precedes the ability to talk about them. Thought precedes meaningful referential communication. A prerequisite for the emergence of human-like meaningful symbols is that the mental categories they relate to can be invoked even in the absence of immediate stimuli.

Physics is a pure science that seeks to understand the behavior of matter without regard to whether it will afford any practical benefit. Engineering is the correlative applied science in which physical theories are put to some specific use, such as building a bridge or a nuclear reactor. Engineers obviously rely heavily on the discoveries of physicists, but an engineer's knowledge of the world is not the same as the physicist's knowledge. In fact, an engineer's know-how will often depend on physical theories that, from the point of view of pure physics, are false. There are some reasons for this. First, theories that are false in the purest and strictest sense are still sometimes very good approximations to the true ones, and often have the added virtue of being much easier to work with. Second, sometimes the true theories apply only under highly idealized conditions which can only be created under controlled experimental situations. The engineer finds that in the real world, theories rejected by physicists yield more accurate predictions than the ones that they accept.